TLDR Tech / Marketing
Why Google Ads, GA4, and CRM numbers never match
Ad platforms, GA4, and CRMs report different conversion numbers due to differences in attribution, cross-device tracking, and privacy limits. Relying on any one source skews budget decisions, whether that means overvaluing branded search or trusting inflated platform revenue. Incrementality testing can measure true impact but is often impractical due to data requirements. A better approach is triangulation, using CRM revenue as the baseline and tracking gaps between systems over time.
Read the full story