> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/integrations/google-ads/more-google-ads-conversions-vs-ga4.md).

# Why does Google Ads show more conversions than GA4?

## Why does Google Ads show more conversions than GA4?

Many stores see more purchases in Google Ads than in GA4. This page explains why, with a focus on enhanced conversions for Google Ads, which is how Littledata sends purchases to Google Ads. It also lists setup issues to check if the gap looks too big.

### How enhanced conversions work

When someone clicks your Google ad, Google records a click ID. Google also knows the email address the person uses to sign in to Google services (Chrome, Gmail, Android, YouTube and so on).

With enhanced conversions, Littledata sends each purchase to Google Ads with the click ID when there is one, plus hashed customer data such as the email address. Google matches this to the signed-in Google user. If that person clicked your ad and later buys from you, the ad gets credit for the purchase.

Customer data is hashed before it's sent to Google, so Google receives a scrambled version, not the plain email address or phone number.

### Why Google Ads shows more conversions

These are the expected reasons, most important first:

1. **Attribution model.** Google Ads can credit a purchase to an ad even when the sale came through another channel later. For example, someone sees your YouTube ad while signed in to Google, then buys after visiting from email or social. Google Ads gives the ad a share of the credit. GA4 doesn't, because it spreads credit across all channels, including organic search.
2. **Consent.** GA4 relies on cookies, and on [visitor consent](https://help.littledata.io/partner-recipes/cookie-consent-integrations/shopify-customer-consent-api) where consent applies, to link a visit's source to a purchase. Enhanced conversions match hashed customer data to a signed-in Google user, so Google Ads can credit some purchases that GA4 can't link to an ad visit.
3. **Conversion window.** Google Ads keeps crediting clicks for the length of the conversion window, even after a campaign is turned off. The click-through window is 30 days by default and can be set up to 90 days.
4. **Switching devices.** A shopper might click your ad on mobile and buy on desktop, or the other way round. Google Ads can still match the purchase, as long as they're signed in to the same Google account and use that email on the order.

### Why GA4 can show fewer conversions

Some gaps come from setup problems, not attribution. First, check for duplicate Google Ads conversions: two connections can send the same purchases to the same Google Ads account. For example, if you use Littledata, disconnect Google Ads from the Google & YouTube channel in Shopify (see the [Google Ads FAQ](https://help.littledata.io/integrations/google-ads/frequently-asked-questions)).

These issues can make GA4 under-count Google Ads purchases:

1. **GCLID removed from the URL.** Google adds a `gclid` parameter to the link when someone clicks an ad. GA4 uses it to identify Google Ads traffic. Some browsers and privacy tools strip it. As a backup, you can add UTM parameters to all ads with an account-level final URL suffix in Google Ads.
2. **Payment provider showing as a referral.** A shopper may leave your site for PayPal, Stripe or another payment provider, then return to the thank you page. GA4 may credit that visit to the payment provider's domain. Add these domains under **List unwanted referrals** in your GA4 web stream's tag settings.
3. **Multiple domains.** If your store spans several domains (for example `shop.com` and `checkout.shop.com`), GA4 can lose the source when the shopper moves between them. The purchase then shows as Direct instead of `google / cpc`. Add all your domains under **Configure your domains** in your GA4 web stream's tag settings.
4. **Landing pages without GA4.** Landing page apps (such as Shogun or [GemPages](https://help.littledata.io/partner-recipes/landing-page-apps/gempages)) can receive your paid traffic without GA4 tracking on those pages.
5. **Data thresholds.** GA4 can hide rows with small numbers of users to protect privacy, for example when Google signals is on. If a report shows a **Thresholding applied** notice at the top, some `google / cpc` data may be hidden.

### Summary

It's normal for Google Ads to show more purchases than GA4. Enhanced conversions can follow customers across devices and privacy blocks that GA4's cookie-based tracking misses.

Still, check your setup regularly. Make sure the GA4 gap isn't caused by duplicate conversions, payment provider referrals, landing pages or any of the other issues above.

### Related articles

* [How it works: Shopify to Google Ads](https://help.littledata.io/integrations/google-ads/google-ads-how-it-works)
* [Google Ads FAQ](https://help.littledata.io/integrations/google-ads/frequently-asked-questions)
* [Google Ads troubleshooting guide](https://help.littledata.io/integrations/google-ads/google-ads-troubleshooting-guide)