Short answer
The numbers differ because each system uses its own attribution model and windows, time zones and timestamps, consent and browser conditions, deduplication, and event setup. Ads Manager may also include view-through and modeled conversions. Compare the same dates and time zone, and use the CRM for business outcomes.
Line up the comparison
| Check | Ads Manager | GA4 or CRM |
|---|---|---|
| Model | Last-touch, click priority | Your GA4 model or CRM source field |
| Window | 7/14/30 days click, 0/1 day view | GA4 lookback settings |
| Date | Ad event time by default | Conversion time |
| Time zone | Ad account | Property or CRM |
Questions
Which is right?
Neither is "right". Use Ads Manager to optimise, GA4 for site behaviour and the CRM for revenue.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
