Conversion differences in GA4 vs. UA

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:

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