Lesson 7 of 10Article14 min
Linking Ads Platforms & GA4
Google Ads, Meta, and GA4 use different attribution windows, click models, and privacy rules. Expect differences; investigate large gaps.
01Why numbers disagree
Google Ads, Meta, and GA4 use different attribution windows, click models, and privacy rules. Expect differences; investigate large gaps.
- Link Google Ads to GA4 for richer remarketing and import options
- Use UTMs on Meta and other non-Google channels
- Compare trends more than exact equality day-to-day
- Match campaign naming across platforms when possible