Why should we setup Google Ads conversion tracking instead of importing GA conversion events and what are the differences?
For the same conversion event data is different between Google ads and Google Analytics for the following reasons:
Different Attribution System: Google Ads uses the last Google Ads click, but Analytics uses the last click across all channels.
Different Attribution Date: Google Ads and Analytics use different dates of conversion events. Google Ads reports conversions against the date/time of the click that led to the conversion. Analytics uses the date/time of the conversion itself.
Reporting Time Difference: Google Ads conversion tracking numbers are usually reflected within 3 hours but typically within 9 hours from Analytics.
Discrepancies Between Clicks and Sessions. Google Ads and Analytics count clicks and sessions differently. for example: a session may have multiple clicks.
From the above point of view and for better campaign optimization, It is always better to have Google ads conversion tracking setup directly or via GTM instead of importing Google Analytics conversion action. It is also important to note that we can not have Google Ads Enhanced Tracking if we import conversion action from GA4.
