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The discrepancy between your Bigquery data and GA4 data for the same parameters could be due to multiple reasons. It could be from how GA4 segments and counts active users, as the methodologies may be different from yours. Check how active users are defined in GA4– they might be basing it on different parameters for activity. The issue could also be from the time zones. BigQuery and GA4 might be working on different time zones, causing variations in the count for the same day. Another issue could be related to data processing–maybe GA4 processes the data in real-time and BigQuery with a delay. Lastly, ensure that all the data is correctly synced from GA4 to BigQuery. It’s possible that BigQuery is not receiving all the data from GA4.
