Why Your GA4 Attribution Doesn't Match Facebook's Attribution

It's Not Techy Editorial 3 min readJuly 1, 2024

Different windows, different models

Meta's default is 7-day click. GA4's default is data-driven. They answer different questions and will never match.

Which to trust

Platform for platform decisions ('should I spend more on Meta?'). GA4 for cross-channel truth ('which channels contribute most?').

The weekly reconciliation

Don't obsess over matching them. Reconcile at the business level — total revenue attributable, not platform-level overlaps.

#Analytics

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