---
title: "Why Do Facebook Ads Manager and GA4 Report Different Conversion Numbers?"  
description: "Why Do Facebook Ads Manager and GA4 Report Different Conversion Numbers?"  
author: "Ewa Kozlowska"  
published: 2026-10-26  
canonical: https://answers.mindstick.com/qa/118273/why-do-facebook-ads-manager-and-ga4-report-different-conversion-numbers  
category: "Mix Category"  
tags: ["Facebook Ads", "Google Analytics 4", "Digital Marketing"]  
reading_time: 1 minute  

---

# Why Do Facebook Ads Manager and GA4 Report Different Conversion Numbers?

When I compare the same [Facebook campaign](https://www.mindstick.com/news/989/international-discomfort-campaign-facebook-removed-a-false-swiss-scientist-account) in Ads Manager and GA4, the [conversion totals](https://answers.mindstick.com/qa/117798/why-do-ga4-and-meta-ads-manager-report-different-conversion-totals) rarely line up. The gap can be large enough to change how I judge a campaign, even though both reports appear to cover the same dates.

How much of this difference comes from attribution windows, consent settings, or the way each platform counts a conversion? I’d also like to know which report makes more sense to use when deciding whether to keep spending on an ad.


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Original Source: https://answers.mindstick.com/qa/118273/why-do-facebook-ads-manager-and-ga4-report-different-conversion-numbers

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