Google Ads Clicks: Why the Discrepancy?

It’s very easy/comfortable to bash Google/GA4 when you do not know how to use it or understand its concepts! Well, why the difference between both? Let’s understand that:

Google Ads clicks and GA4 sessions are recorded differently and are not expected to match exactly. The process to record a click is straightforward, while the process to record a session is more complex as shown in the image below.

Key Reasons for the Discrepancy

1️⃣ Clicks and Sessions are Different Metrics Tracked by Different Platforms

• Clicks: When a user clicks on your Google Ads, Google Ads records it as a click.
• Sessions: When the user arrives on your website, GA4 starts a session if the conditions for a session start are met.

2️⃣ Filtered Clicks vs. All Data

• Google Ads might filter out invalid clicks (like bot clicks), which do not get recorded in GA4, leading to discrepancies.

3️⃣ User’s Browser Settings

• Certain browser settings or extensions may block tracking scripts, causing a session not to be recorded even…