Once you've replicated the goals and ecommerce transactions from your Universal Analytics property in your Google Analytics 4 property (GA4), compare the total number of UA conversions to the total number of GA4 conversions as follows.
In your Google Analytics 4 property, go to Reports > Engagement > Conversions and look at the total number of conversions (Conversions).
In your Universal Analytics property, add the following two numbers::
- Go to Conversions > Goals > Overview and look at the number of goal completions (Goal Completions).
- Go to Conversions > Ecommerce > Overview and look at the number of transactions (Transactions).
While you should strive to have the count of GA4 conversions be as close as possible to your Universal Analytics conversions, the numbers may not match due a number of factors.
Even if you've already linked your GA4 property to Google Ads, we recommend that you use Analytics, rather than Ads, to do the comparison to avoid any data discrepancies.
Verify event measurement
For a conversion to be counted, the corresponding event needs to be sent to GA4. To verify that an event is being sent, go to Reports > Engagement > Events or the Realtime report.
- If the event is not present, use preview and debug mode in Google Tag Manager or activate debug mode specifically for GA4 events. Walk through the conversion flow in your site and monitor the events in DebugView within the GA4 reporting interface to make sure they are being triggered properly.
- If the conversion is based on a new conversion event you've generated via the user interface, verify in DebugView that the necessary parameters are also being sent with the event.