Reply To: What could be causing the discrepancy in results between adMatchedQuery in UA and sessionGoogleAdsQuery in GA4?

[Noah]

This discrepancy could be due to a number of factors since GA4 and Universal Analytics utilize different tracking models and methods. GA4 uses an event-based model as opposed to the session model of UA, which can lead to variations. Furthermore, if your GA4 property is newer or if the UA property hasn’t been properly configured to track certain events, such discrepancies might also occur. It could also be that GA4 is tracking more events in your Ads interaction or possibly double counting. It’s also important to note that GA4 is still quite new and some discrepancies with UA are expected. For a more accurate interpretation, it’s suggested to use both GA4 and UA in parallel and not directly compare data between the two.