#Hidden Google tool reveals GA4 and Google Ads discrepancies
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Google Analytics 4’s Conversion Differences report offers a tool to reconcile discrepancies between GA4 and Google Ads conversion data.
Why we care. This hidden feature provides advertisers with a valuable tool to reconcile differences in conversion data, potentially improving campaign accuracy and performance.
How to access:
- Start with your standard GA4 property URL
- Append “/advertising/key-event-differences” to the URL
- The full URL should resemble: “https://analytics.google.com/analytics/web/#/p153293282/advertising/key-event-differences“
First seen. We first came across this from Brais Calvo Vázquez’s LinkedIn who showed us the shortcut that allows us to see this report:
Yes, but. The report isn’t accessible for all GA4 properties.
Between the lines. The renaming of “conversions” to “key events” in GA4 was meant to eliminate discrepancies with Google Ads. The report‘s hidden status may be due to its potential contradiction of this goal.
The big picture. Some users report seeing this feature for over a year, suggesting extended development or testing.
What to watch. Whether Google will officially release this tool or continue to keep it hidden, given its usefulness to marketers in reconciling data inconsistencies.
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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