Overview
If you notice that GA4 metrics in the Search Atlas Report Builder do not match the numbers shown in your native Google Analytics 4 account for the same date range — such as a 90-day period — you are not alone. This is a known discrepancy that customers report, and there are several commonly cited reasons why these figures can differ. This article explains the general factors involved and what to check when you encounter this issue.
How Report Builder Pulls GA4 Data
The Search Atlas Report Builder connects to GA4 via the official Google Analytics Data API. While this uses the same underlying data as your GA4 account, there are important technical differences in how data is sampled, processed, and displayed between the native GA4 interface and any third-party tool that consumes the API.
- Data sampling: GA4 may apply sampling to large datasets. Over longer date ranges, the API used by Report Builder can return results that differ from what the native GA4 interface displays. This is a frequently reported cause of discrepancies.
- Data freshness and processing lag: GA4 data may not be fully processed immediately. If you pull a report in Report Builder while GA4 is still processing recent data in your selected range, the totals may differ until processing is complete.
- Metric definitions: Some GA4 metrics may behave differently depending on how they are queried via the API versus how the native UI renders them.
- Timezone and date boundary alignment: If the timezone configured in your GA4 property differs from the timezone settings in your Search Atlas account, date boundaries may shift and day-level counts may not align, especially at the start and end of the selected range.
- Filters and segments: Native GA4 reports may have default comparisons, filters, or segments applied that are not replicated in Report Builder. Always verify that no active filters are influencing your native GA4 view.
Steps to Troubleshoot the Discrepancy
- Check your GA4 property timezone. In your GA4 account, locate your property settings and note the timezone configured there. Confirm this matches the timezone used in your Search Atlas reports.
- Allow sufficient time for data processing. Avoid comparing data for the most recent days. Set your date range to end at least two days before today in both GA4 and Report Builder, then compare again.
- Remove all filters in the native GA4 interface. Open your GA4 account, navigate to the relevant report, and ensure no segments, comparisons, or custom filters are active that could inflate or reduce the numbers shown.
- Compare the same metrics. Make sure you are comparing identical metric names in both GA4 and Report Builder, as similarly named metrics can have different defin