Why don't my Google Ads conversions match Google Analytics?
The Google Ads help pages give 5 common reasons. The first to rule out: Google Ads puts a conversion on the day of the ad click. Google Analytics may put the same conversion on the day it actually happened, so the two can land on different days.
Is it broken, or just quiet?
A number can fall because fewer people came, or because something stopped counting them. Below are the causes the Google Ads help pages give, and how to check each one yourself.
What causes it?
Google Ads puts a conversion on the day of the ad click. Google Analytics may put the same conversion on the day it actually happened, so the two can land on different days.
In the Google Ads help:
Google Ads attributes conversions to the date of the ad click, while Google Analytics and backend systems might attribute them to the date the conversion occurred.
Clicks and Sessions Discrepancy for Google Ads and Google Analytics: Troubleshoot, read 2026-11-12.Google Ads only counts a conversion when it follows an interaction with an ad from that same Google Ads account, such as a click. Other tools can count conversions that came from anywhere.
In the Google Ads help:
Google Ads only reports conversions if there are Google Ads interactions (for example, clicks) from the same Google Ads account.
Data discrepancies: Factors and troubleshooting, read 2026-11-12.Conversions can give credit to the ad touchpoints that led to the action, while key events in Google Analytics use a different way of giving credit, so the same action can be credited differently in each.
In the Google Ads help:
Because Conversions are event-scoped, they can leverage Data-Driven Attribution (rather than Last Non-Direct Click) and focus directly on the ad touchpoints that caused the conversion (rather than the start of the session).
Conversions vs. key events in Google Analytics, read 2026-11-12.When someone clicks an ad on one device and converts on another, Google Ads estimates those conversions. That modeled number may not line up with what another tool saw.
In the Google Ads help:
Cross-device conversions are modeled to account for users who start their journey on one device with an ad interaction, and complete the conversion on another.
Data discrepancies: Factors and troubleshooting, read 2026-11-12.A conversion can be set to count every time it happens or only once after an ad interaction. If the two tools count differently, the totals will differ.
In the Google Ads help:
You can count every conversion or only 1 conversion after an interaction.
Data discrepancies: Factors and troubleshooting, read 2026-11-12.
How do I check it myself?
Wait a day or two before comparing recent days, because the two systems need time to sync and process the data.
In the Google Ads help:
Allow 24-48 hours for data synchronization and processing between Google Analytics and Google Ads before comparing results.
Data discrepancies: Factors and troubleshooting, read 2026-11-12.When you compare, look at the Google Ads numbers that are dated by when the conversion happened, not by when the ad was clicked.
In the Google Ads help:
When comparing, use the 'All conv. (by conv. time)' column in Google Ads for a more accurate comparison with systems that use conversion time.
Clicks and Sessions Discrepancy for Google Ads and Google Analytics: Troubleshoot, read 2026-11-12.Make sure you compare like with like. The standard Google Analytics reports show key events, not the conversions Google Ads uses.
In the Google Ads help:
Google Ads conversions don't appear in standard Google Analytics reports in the Reports or Explore sections of the product.
Conversions vs. key events in Google Analytics, read 2026-11-12.Check whether your conversions and your key events use different settings, such as how credit is given or how far back it looks, because different settings give different numbers.
In the Google Ads help:
Your property may have different settings governing reporting between conversions and key events.
Conversions vs. key events in Google Analytics, read 2026-11-12.
How would I know the day it starts?
- Feder reads your conversions from Google Ads and your key events from Google Analytics each day, and compares each with your own history.
- Feder does not expect the two to match. It tells you when either one goes quiet or moves outside its usual range.
Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.
See what Feder reads from Google Ads, which feeds Wins. Feder only reads. It never changes anything in Google Ads.
What else goes wrong with these numbers?
- Why don't my Google Ads clicks match my sessions in Google Analytics?Google Ads
- Why does my Google Ads conversion say Inactive or No recent conversions?Google Ads
- Why did Google Analytics stop collecting data?Google Analytics
- Why aren't my key events showing in Google Analytics?Google Analytics
- Why does Google Analytics show (not set)?Google Analytics
See every question.
Where do these answers come from?
Every cause and check on this page comes from the Google Ads help pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.