Learn business growth with Google Analytics 4 › Forums › Google Analytics 4 › Discrepancy in User Count: GA4 vs Bigquery › Reply To: Discrepancy in User Count: GA4 vs Bigquery
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Your mismatch could potentially be due to Google Analytics 4 (GA4) data thresholds. Reports that include demographic data can sometimes withhold rows if the total number of users isn’t high enough. This is particularly true when the report’s identity relies on device ID.