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There could be a few reasons for this discrepancy. Firstly, Google Analytics 4 (GA4) deduplicates users across devices and platforms by default using Google signals, while BigQuery simply processes raw data and does not automatically deduplicate. Secondly, GA4 applies certain thresholds to its data to prevent the identification of individual users, which may result in some user data being excluded. Essential for compliance with privacy laws, this data might be present in BigQuery. Another potential reason for the mismatch could be the processing latency. GA4 data is available in real-time, but it might take up to 24 hours for this data to be sent to BigQuery. If you’re trying to match data for the current day, the BigQuery data may be incomplete.
Consider working with your raw data in BigQuery to account for any deduplication or privacy thresholds to get a more accurate match with GA4’s interface.
