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GA4 is the latest measuring and analytical tool from Google, to help digital marketers understand their metrics better. Unlike the earlier Universal Analytics, GA4 focuses on events instead of session-based data.
As digital marketers analyze data, the analytics that show up in GA4 may differ from what’s displayed in the Google Search Console. But this isn’t a discrepancy or error – merely a difference in how the tools function and their respective use cases. We’ll examine the what and why of each tool and how the numbers may differ for both.
While making your monthly report you may stumble across data points from GA4 and Google Search Console which are of the same time period but organic numbers don’t match. This gives us an impression that the data is inaccurate.
This problem exists because these are 2 different tools used for 2 different use cases
GA4 presents data from the customer’s view, it’s used when we want to understand all the customer-centric metrics on the website.
These are some of the metrics you, as digital as marketers, will likely track using GA4.
GA4 is also helpful in the following areas:
Because of this property of GA4, it’s used by multiple stakeholders. A few of them are:
GA4 is a completely different tool compared to Google Search Console. Let’s understand why is Google Search console used.
Google Search Console views data from the search engine’s view. It helps optimize the website for the search engine. Some of the key metrics in focus are:
Google Search Console’s primary function is to help SEO’s and Web Masters to optimise the website for search engines. If there are any ranking drops, Google Search Console helps us to understand what went wrong and what didn’t.
Google Search Console tells us how many times the website was shown in the search results and how many times the website link is clicked.
GA4 tells us how many people came to the website from organic search i.e. through search engines.
But both of these numbers differ and that gives us an impression that the data is inaccurate and something is broken. But that is not the case, even when everything is implemented correctly the data discrepancy can exist because there are 2 different platforms which are used for 2 different purposes by different sets of people to extract different insights.
Reasons for discrepancies:
Your data will have discrepancies because these 2 tools were made for different purposes. Google also recognises these discrepancies. But the question is which platform to refer for data. Answer – Use the platform which is best suited to your use case!
Chandala Takalkar is a young content marketer and creative with experience in content, copy, corporate communications, and design. A digital native, she has the ability to craft content and copy that suits the medium and connects. Prior to Team upGrowth, she worked as an English trainer. Her experience includes all forms of copy and content writing, from Social Media communication to email marketing.
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