Some reasons why you can see conversion differences in GA4 vs. UA:
– conversion counting works differently in GA4
– your new tag is not covering every URL
– the new tag is implemented incorrectly
– filters in GA4 work differently
– referrers were excluded in UA but not in GA4
– internal traffic was excluded in UA but not in GA4
– GA4 conversions use the data-driven attribution (DDA) model by default UA uses last non-direct click
– thresholding is on because of using Google Signals
For more reasons check: https://lnkd.in/erMh8WEP
