Google Analytics 4 (GA4) contains a hidden Conversion Differences report. This report allows users to compare conversions exported to Google Ads and explains discrepancies in counts between the two platforms.
How to Access the Hidden Report
To check if this report is available for your GA4 property:
- Start with your standard GA4 property URL
- Append this path to the URL:
/advertising/key-event-differences - The full URL should look similar to:
https://analytics.google.com/analytics/web/#/p153293282/advertising/key-event-differences
Note that this hidden report isn't accessible for all GA4 properties.
Why It's Hidden
The renaming of "conversions" to "key events" in GA4 was intended to eliminate discrepancies between GA4 and Google Ads. The continued existence of this report might contradict that goal, potentially explaining why it remains unofficially released.
Historical Context
Some users reported seeing this feature in one of his properties for over a year, suggesting it's been in development or testing for some time.
This hidden report offers valuable insights for marketers looking to reconcile differences between GA4 and Google Ads conversion data. While not officially supported, it provides a useful tool for those who can access it.
