Google Analytics 4 (GA4) contains a concealed report that allows users to compare conversions exported to Google Ads and explains discrepancies between the platforms.
Why we care. This hidden feature provides advertisers with a valuable tool to reconcile differences in conversion data, potentially improving campaign accuracy and performance.
How to access:
Start with your standard GA4 property URL
Append “/advertising/key-event-differences” to the URL
The full URL should resemble: “https://analytics.google.com/analytics/web/#/p153293282/advertising/key-event-differences“
First seen. We first came across this from Brais Calvo Vázquez’s LinkedIn who showed us the shortcut that allows us to see this report:
Yes, but. The report isn’t accessible for all GA4 properties.
Between the lines. The renaming of “conversions” to “key events” in GA4 was meant to eliminate discrepancies with Google Ads. The report‘s hidden status may be due to its potential contradiction of this goal.
The big picture. Some users report seeing this feature for over a year, suggesting extended development or testing.
What to watch. Whether Google will officially release this tool or continue to keep it hidden, given its usefulness to marketers in reconciling data inconsistencies.
