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I’m comparing the same campaign in GA4 and Meta Ads Manager, but the conversion totals don’t line up. The gap is large enough that it changes how I’d judge the campaign, not just a minor reporting difference.
Could this come down to different attribution windows, view-through conversions, or the way each platform handles consent and modeled conversions? I’m also wondering whether time zones or conversion-event setup can make the reports diverge.
What’s the best way to compare these numbers fairly, and which report should guide day-to-day budget decisions?
