Why am I seeing different numbers in Google Analytics 4 than I see in Universal Analytics?
We’re talking to lots of people at the moment who want to know why they’re seeing different numbers in Google Analytics 4 when compared to the numbers they see in Universal Analytics. It might be that their traffic numbers are different – they’re seeing different numbers of users or of sessions – or it could be that their new conversion numbers in GA4 don’t match up with the goals that they had configured in Universal Analytics. So, what’s going on?