For an agency: when Google Ads, Meta and GA4 disagree, check the chain link by link

Different systems count differently

Google Ads, Meta and GA4 each use their own attribution and counting rules, so exact agreement is not a realistic target. What you can ask for is that each system records the same real conversion once, with the right value, and that the click that led to it is traceable. A reconciliation note that says what can and cannot be compared is more useful to a client than a forced match.

Before comparing figures, test the chain with one visit: a tagged link, a landing page, a conversion, and any hand-off to another domain.

• Write down which system the client treats as the source of record.
• Compare like with like: same day boundaries, same conversion definition.

Who decides what

The client owns the accounts and approves link and tag changes; your team or ours prepares them in a workspace and the client or agency publishes. Account holders must grant scoped roles on each platform, and a consent policy is the client's decision, not ours. Name each of these people before the first test.

• Confirm ownership of Ads, Meta and GA4 in writing.
• Agree how test conversions will be marked so they can be excluded.

Choose the scope

For one site and up to ten link patterns the project Repair paid-traffic measurement starts from £1,495 as an untested proposal. For a narrower need, Fix campaign tagging and channels is £245, Verify ad conversion tags is £295, and the consent wiring is £395. Payment follows sign-off, none promises ad performance, and we do not run or change campaigns. Send descriptions and links with personal data removed; no account IDs or logins.