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Free Tracking Scan

Free tool · Platform gap checker

See why two platforms report different numbers.

Pick two platforms, enter what each reports for the same period, and see the gap, which side is higher, and the usual causes for that direction.

Platform gap checker

Check the gap between two platforms.

It runs in your browser. The numbers you type are not sent anywhere; we record only the pair you picked, which side was higher, and a rough size band.

Compare: conversions for the same date range.

Runs in your browser. The numbers you type are not sent anywhere.

Pick two platforms and enter the number each one reports for the same period. The result shows the gap, which side is higher, and the usual causes for that direction.

Why numbers differ

Why don’t platform numbers match GA4?

Because each tool counts by its own rules. A gap is usually a difference in rules, not a broken tag, though broken tags widen it.

An ad platform measures ad delivery and the people who responded to it. GA4 measures what happened on your site after a visit reached it. They differ on attribution windows, view-through credit, the date a conversion is reported on, which channels get credit, how people are matched across devices, and which events reach them at all. Both numbers can be right by their own rules.

The checker shows the causes our guides give for each pair. For the full picture, start with why your numbers never match between platforms.

Platform higher

What does it mean when the platform is higher than GA4?

Usually that the platform credits conversions GA4 cannot see or does not credit to that channel.

  • View-through credit: ad platforms can credit people who saw an ad and never clicked, which GA4 cannot see.
  • Channel credit: an ad platform credits only its own ads, while GA4 may give the same sale to another channel.
  • Identity: ad platforms match signed-in people across devices, while GA4 relies largely on browser cookies.
  • Collection: consent choices, ad blockers and pages that close before the tag loads leave visits out of GA4.
  • Duplicates: a pixel and a server-side event without a shared event ID can count one conversion twice.

GA4 higher

What does it mean when GA4 is higher?

Usually that GA4 is counting something broader, or counting the same thing more than once.

  • Comparing totals: GA4’s total includes every channel, so compare it with the platform’s own rows.
  • Counting rules: one conversion per click in the ad platform can sit beside every event in GA4.
  • Dates and time zones: a conversion can be dated by the click in one tool and by the event in the other.
  • Duplicates and tests: repeat form submits, reloaded thank-you pages and test entries can stay in GA4 after another system removes or merges them.

Gap size

Is there a normal gap size?

There is no single normal gap, so the checker does not grade one.

None of our guides cites a benchmark for any pair, and the size depends on your attribution settings, consent setup and tagging. Explain each gap by its cause instead, then write down which source owns each metric in your reports.

To rule out setup problems first, such as a tag that loads twice or a purchase tag with no transaction ID, run the Free Tracking Scan on your site.

Guides

Which guide covers my platforms?

Each pair in the checker draws its causes from one of these guides.

Meta Ads vs GA4

Why Meta Ads and GA4 numbers don’t match

Google Ads vs GA4

Why Google Ads and GA4 conversions don’t match

LinkedIn Ads vs GA4

Why LinkedIn Ads and GA4 numbers don’t match

HubSpot vs GA4

Why HubSpot and GA4 numbers don’t match

Salesforce vs GA4

Why Salesforce and GA4 numbers don’t match

Shopify vs GA4

Why Shopify and GA4 revenue doesn’t match

Email or SMS clicks vs GA4 sessions

Why email and SMS clicks don’t match GA4 sessions

GoHighLevel vs GA4

Why GoHighLevel and GA4 numbers don’t match

Web vs app analytics

Why web and mobile app analytics numbers don’t match

CRM contacts vs ad audience

Why customer and audience counts don’t match across your CRM and ad platforms

Adobe Analytics vs GA4

Why Adobe Analytics and GA4 numbers don’t match

ABM platform vs web analytics

Why ABM platform reports and web analytics don’t match

Another platform vs GA4

Why your numbers never match between platforms

FAQ

Frequently asked questions

How does the platform gap checker work?
Pick two platforms and enter the number each one reports for the same period. The checker shows the gap, which side is higher, and the causes our guide for that pair gives for that direction, with a link to the full guide. It runs in your browser and the numbers you type are not sent anywhere.
Why does Meta report more conversions than GA4?
Meta can credit a conversion to someone who saw an ad but never clicked, using its default 7-day click and 1-day view setting. GA4 cannot see ad impressions, so it never credits those views. Meta also credits only Meta ads, while GA4 credits every channel.
What is a normal gap between an ad platform and GA4?
There is no single normal gap, so the checker does not grade one. None of our guides cites a benchmark for any pair, and the size depends on your attribution settings, consent setup and tagging. Explain each gap by its cause instead.
Which number should I trust?
Each platform is right by its own rules. Use the ad platform for in-platform optimization, GA4 for cross-channel comparison and onsite behavior, and your CRM or backend for revenue. Write down which source owns each metric.
Can a gap mean my tracking is broken?
Yes. A tag that loads twice, a missing transaction ID or an untagged link can all widen a gap. The Free Tracking Scan checks your live site for those setup problems.

Rule out setup problems before you reconcile.

Run a Free Tracking Scan on your site and see every gap we find in your tags, conversion setup and consent.

Get a Free Tracking Scan