Discrepancies Between Ads Manager Reporting and GA4 Explained

The discrepancies between Ads Manager and GA4 conversion reporting are primarily due to the different ways Meta and Google measure conversions and the information they have access to. Additionally, view-through conversions are a significant source of discrepancy, as Ads Manager includes conversions within seven days of clicking or one day of viewing an ad without clicking, which GA4 does not credit to Facebook if there was no click.

To use the Compare Attribution Settings feature to analyze ad performance, you can access this feature in Ads Manager to get a breakdown of your conversions by attribution setting. This allows you to see insights into your ad performance related to time, delivery, action, or dynamic creative element, helping you to understand how different attribution settings affect your reported conversions.

You should consider changing the Attribution Setting to clicks only if you notice a high percentage of view-through conversions in your reporting. This could indicate that your results are getting inflated. You can change your attribution setting to either 7-day click or 1-day click, depending on the type of conversion you are tracking, to ensure a more accurate representation of your ad's performance.