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Google Ads says 80 conversions. GA4 shows 45. Your sales team processed 18. All three numbers are technically correct — they're measuring different things. The gap between them is what's costing you money.
The Business Owner Scaling Paid Media Blind: You're running Google Ads and Meta simultaneously. Both dashboards show positive ROAS. But when you look at actual revenue — actual money in the bank — the numbers don't add up. You're scaling based on platform-reported data that may be double-counting, inflating, or missing conversions entirely. You need to know what's real before you spend another rupee.
The Marketing Manager Who Can't Reconcile Reports: Every Monday you pull numbers from three different places and they never match. Google Ads says one thing, GA4 says another, and the finance team's spreadsheet says something else entirely. You've stopped trusting any of them. What you need isn't more dashboards — you need someone to explain why the gaps exist and which number to actually use.
The Growth-Stage Business With No CRM: Most Nepal businesses at the growth stage are running paid media without a CRM. That means there's no system reconciling ad platform conversions with actual sales. You're operating on top-of-funnel data only — leads and clicks — with no way to trace which channel produced which revenue. This audit builds the reconciliation layer you're missing.
Google Ads defaults to a 30-day click attribution window. GA4 uses a different session-based model. Meta runs on a 7-day click, 1-day view default. When a user clicks a Google ad on day 1, a Meta ad on day 5, and converts on day 8 — every platform claims the conversion. Your total reported conversions can exceed your actual conversions by 40–60% before you've made a single mistake.
Meta's default attribution includes view-through conversions — people who saw your ad but never clicked it. In markets where Meta ad penetration is high, this inflates reported conversions significantly. A campaign with 200 reported conversions may have driven 60 click-based conversions and 140 view-through attributions. They are counted the same in the dashboard. They are not the same in reality.
Apple's App Tracking Transparency framework, introduced in iOS 14.5, broke Meta's pixel-based tracking for a significant portion of mobile users. Meta now uses modelled conversions — statistical estimates — to fill the gaps. These modelled conversions appear in your dashboard as real conversions. In Nepal, where a high proportion of users access Facebook and Instagram via iPhone, the gap between reported and actual Meta conversions can be substantial.
In the absence of a CRM, there is no mechanism to feed actual sales data back into ad platforms. A lead generated by Google Ads that converts offline — via phone call, WhatsApp message, or walk-in — is never attributed. Your ad platform sees a form submission. It does not see the sale. It does not see the customer who bounced after the lead was submitted. The conversion count grows. The revenue picture stays dark.
We reconcile click counts, session counts, and conversion counts across both platforms. The most common gap: GA4 sessions are lower than Google Ads clicks because of ad blockers, bounce filtering, and cross-device drop-off. We identify the magnitude of the gap, the likely cause, and the reconciliation adjustment to apply.
We separate Meta's click-through conversions from view-through conversions and model-estimated conversions. We compare Meta-reported conversion volume against GA4-recorded sessions from paid social sources. We flag campaigns where Meta's attributed volume cannot be corroborated by any downstream signal.
We identify shared conversion paths — users who interacted with both Google and Meta ads before converting. We quantify the overlap so you understand total unduplicated conversion volume, not the sum of two inflated platform numbers.
We cross-reference GA4 goal completions against your actual form submission records. Gaps here indicate tracking fires that aren't completing, thank-you page redirects breaking the conversion event, or form submissions happening outside GA4's measurement window.
For Nepal businesses without a CRM, we build a manual reconciliation bridge — matching ad platform lead volume against sales team records for the same period. This produces a lead-to-sale conversion rate by channel that no dashboard is currently showing you.
Google Ads and GA4 measure conversions using fundamentally different models — Google Ads counts conversions attributed to an ad click within the attribution window, while GA4 counts goal completions within a session, regardless of traffic source. The result is that a single user converting across a multi-day journey will be counted differently by each platform. A gap of 20–40% between Google Ads and GA4 conversion counts is normal. A gap above 50% usually indicates a configuration issue layered on top of the structural difference.
Meta's default attribution includes view-through conversions — people who saw your ad but never clicked it — counted at the same weight as click-through conversions. In Nepal, where Facebook and Instagram reach is high and users frequently see ads without clicking, view-through attribution can account for 50–70% of Meta's reported conversions on some campaigns. Separating click-through from view-through gives you the actual performance number, not the inflated one.
Yes. The absence of a CRM is the most common data structure we work with in Nepal. The audit builds a manual reconciliation bridge using your sales team records, form submission exports, and ad platform reports. It is not as automated as a CRM-backed reconciliation, but it produces the same output: a documented cost-per-sale by channel that your dashboards currently cannot show you.
The audit itself takes three weeks. After delivery, the reconciliation framework is in place and your team can run it monthly. The first month is the most important — you'll be applying the methodology to fresh data and validating that the approach is producing consistent outputs. Most teams report confident use of the unified reporting view within 30 days of the handover.
That is the point of the audit. Discovering that a channel's reported ROAS is inflated is the outcome you are paying for — because the alternative is continuing to scale spend based on numbers that are not real. If the audit shows that a campaign's attributed conversions are 80% view-through and the cost-per-click conversion is four times the dashboard number, you now have the information to make the right allocation decision. That is worth more than a comfortable number.
Data discrepancies don't resolve themselves. Every week you run paid media without reconciling your platforms, the gap between what you think is working and what is actually working compounds. The audit maps every gap, names every cause, and gives you a framework to work from one number going forward.
We work with Nepal businesses running paid media across Google Ads, Meta, or both — with or without a CRM in place.