Ruler & GA4 Data Differences

⚠️ Common Issues & Expected Discrepancies Between Ruler and GA4

When using Ruler Analytics alongside Google Analytics 4, it’s normal to observe differences in reported figures. These discrepancies stem from differences in how each platform collects, processes, and attributes data.

Below are some common reasons why data in Ruler may not exactly match GA4:

📊 1. **Different Attribution Models **
Ruler uses a first-click or last-click multi-session attribution model, often customised around lead and revenue data.

GA4 typically uses last-click within the same session by default.

This means that a conversion tracked in both platforms may be attributed to different sources or campaigns.

⏱️ 2. Session Definitions & User Tracking
GA4 relies heavily on cookie-based sessions and Google's session timeout rules.

Ruler tracks visitors across multiple sessions and devices, tying them to a single user profile and syncing with your CRM.

As a result, Ruler can more accurately follow the full user journey, while GA4 may treat returning users as new sessions.

🔒 3. Data Thresholds & Sampling in GA4
GA4 may apply thresholding to protect user privacy, which can hide low-volume events or apply sampling in some reports.

Ruler reports data at the individual level without sampling, making it more detailed and consistent—especially for B2B and lower-volume sites.

🔗 4. Event Timing & Sync Delays
Ruler sends events to GA4 in near real time, but minor delays can occur depending on event volume and API performance.

This can cause timestamp mismatches or delays in GA4 reporting.

🕒 5. Lookback Window Differences

Ruler Analytics does not impose a lookback window, meaning it can attribute conversions to the original marketing source or session regardless of how much time has passed between the first interaction and the conversion. (As far back as your tracking has been live with Ruler)

GA4, uses strict lookback windows:

• Up to 90 days for attribution in reports
• 72 hours for session-based lookback windows

As a result, events that occur outside of these windows may appear as (unassigned) in GA4 reports or not be attributed correctly.

This makes Ruler particularly useful for longer sales cycles, where conversions happen days, weeks, or even months after the initial visit.

🧪 6. Filtering & Bot Exclusion
Ruler and GA4 may handle internal traffic, bots, or spam differently.

Check for discrepancies in how traffic is filtered, especially if you’ve applied custom filters in GA4.

📝 Summary
Some level of discrepancy between Ruler and GA4 is expected—and in many cases, Ruler will provide more comprehensive and reliable attribution, especially when tracking offline conversions, multi-touch journeys, or CRM-integrated leads.

If you notice significant or unexpected data differences, contact our support team at [email protected] and we’ll be happy to assist with reconciliation or clarification.