Google Analytics

Google Analytics 4 for agencies

GA4 is the analytics layer most agency clients live on, and it's also the one most often misconfigured at handoff. This category covers the GA4 patterns we ship — conversion events vs key events, data-driven attribution, custom dimensions, and the verification-first approach that catches misfires before they tank optimisation.

May 1, 2026 · 5 min read
GA4 conversions vs Google Ads conversions: what fires what (and why your numbers don't match)
Two conversion systems, two reporting surfaces, two attribution models. Here's the mental model that finally makes the numbers reconcile — and the four questions to ask before debugging the mismatch.

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GA4 conversions vs Google Ads conversions: what fires what (and why your numbers don't match)

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