How it works
Configure events and key actions around business goals and check consent and data limitations.
Example
Example: A purchase event carries value and currency while a general visit is recorded separately.
Common mistakes
GA4 and Google Ads may show different figures because of methodology.
How can you check this in practice?
Check the correct property, event name, parameters and key-event configuration. Align user and session scopes. For Ads imports, inspect which actions participate in bidding; an event appearing in GA4 does not establish correct Ads setup.
Distinctions and limitations
GA4 is measurement; GTM manages tags. Consent, attribution and definitions can create Ads/Analytics discrepancies. They are not necessarily two different versions of actual sales.
Official sources
Editorial responsibility: Biser Bozhinov · PPC Specialist
Updated: 05/11/2026
For a correction or question: office@z-consult.bg