Why are Google Ads or GA numbers different from the Userguest dashboard?

It’s normal to see differences between Google Ads, GA4, and the Userguest dashboard.

This does not mean something is wrong.

For reporting and performance reviews, the Userguest dashboard should be considered the source of truth.

Here’s why:

• Userguest uses GCLID tracking, which follows ad clicks even if users return later or switch devices
• We also use UTM parameters, which allow us to match bookings directly to campaigns
  
  

Google Ads and GA4 rely more on browser-based tracking. This tracking can miss conversions if:

• Cookies are cleared
• Devices change
• Tracking is blocked by the browser
  
  

Because of this, the Userguest dashboard usually provides a more complete and accurate view of bookings and revenue linked to paid campaigns.