Universal Analytics and Google Analytics 4 have differences in their conversion count regularly. In this video, Ignite Visibility CEO John Lincoln will cover these differences and why they might happen.

The first thing to know is Google Analytics 4 measures web data differently than Universal Analytics. And there are three main sources of this data discrepancy:
1. GA4 data properties have different data properties than UA
2. There are differences in setup, differences in site coverage for tags and tag firing conditions, and differences in ecommerce schemas
3. There are differences in the main settings defaults

Looking at conversion count discrepancies:
- UA counts one goal conversion per session
- GA4 counts one conversion per event

Looking at site coverage:
Often, you'll have a tag for UA but not GA4 on your website on each page. Use Google Tag Manager to ensure you're tracking all the right elements.

Looking at implementation errors:
If a tag is implemented incorrectly, you may only see partial data or no data at all in your GA4 property. To fix this

Filters:
It's common for UA filters to be in place and significantly alter the data inside a UA property. To fix the discrepancy between filters you should:
- Create include and exclude filters for internal and developer traffic
- Modify event names and parameters
- Include only the referrals you want
- Create fully-functional properties that are subsets of the data in your 360 properties

Referral Exclusions:
exclusions set in UA can affect conversions in GA4, which means the credits to sources can greatly vary. To fix this you should match referral exclusion settings between UA and GA4 to minimize incorrect attribution

At the end of the day, UA and GA4 have a ton of differences. You should start leaning into GA4 now.

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