Why your three analytics tools all report different revenue
GA4 says one number, Google Ads another, Meta a third, and your shop a fourth. It feels like someone is lying. Nobody is: each counts revenue by different rules, and once you know them, the gaps stop being mysterious.
Why they never match
- Attribution: ad platforms claim sales they influenced; GA4 splits credit across channels; your shop counts every order once.
- Timing: ads credit the click date, GA4 the conversion date.
- Scope and basis: gross vs net, with or without tax, shipping and refunds.
- Modelling and consent add estimates on top.
How to reconcile
Treat your shop (or payment processor) as the source of truth, because that is the money you actually banked. Then expect each platform to over-claim, and reconcile to orders, not to each other. If GA4 is far below your shop, you have a tracking gap; far above, likely duplicates.
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