Why is Google Ads reporting clicks but no traffic in GA4?

Google Ads may report clicks but GA4 shows no traffic due to tagging issues, mismatched tracking setups, filters, or delayed data. Understanding these factors helps ensure accurate cross-platform reporting.

Why is Google Ads reporting clicks but no traffic in GA4?

It’s a common and frustrating scenario: your Google Ads dashboard shows clicks on your ads, but when you check Google Analytics 4 (GA4), you see little or no corresponding traffic.

This disconnect can make it hard to measure campaign effectiveness, optimize spend, or understand user behavior.

There are several reasons this discrepancy occurs. This in-depth guide covers the most common causes and practical ways to fix the mismatch between Google Ads clicks and GA4 traffic.

Understanding the Basics: Clicks vs. Sessions

• Clicks in Google Ads count every time someone clicks your ad. This includes duplicate clicks, accidental clicks, and clicks from bots.
• Sessions in GA4 count distinct visits to your website. Sessions exclude duplicate clicks by the same user within a short time frame and filter out invalid traffic.

Therefore, clicks will often be higher than sessions, but a significant gap usually signals a tracking problem.

Common Reasons for Clicks Without GA4 Traffic

1. Missing or Incorrect Google Ads Auto-Tagging

Auto-tagging appends a gclid parameter to your ad URLs, which GA4 uses to attribute sessions to Google Ads.

Fix:

• Ensure auto-tagging is enabled in your Google Ads account (Settings > Account Settings)
• Verify your website does not strip URL parameters like gclid during redirects or page loads
• Check that your CMS or website builder supports URL parameters correctly

2. Incorrect or Missing GA4 Tag Implementation

If GA4 tracking code or Google Tag Manager (GTM) tags aren’t firing properly, GA4 won’t record sessions even when users arrive.

Fix:

• Use GTM Preview mode or GA4 DebugView to verify tags fire on landing pages
• Confirm the correct GA4 Measurement ID is used
• Check for JavaScript errors or conflicts on your pages

3. Redirects Stripping Tracking Parameters

If your landing page redirects to another URL and drops URL parameters like gclid, GA4 loses the attribution data.

Fix:

• Configure your redirects to preserve query parameters
• Avoid unnecessary redirect chains that drop tracking info

4. Filters or Data Settings in GA4 Blocking Traffic

Filters in GA4, such as internal traffic filters or IP exclusions, might block or hide some sessions.

Fix:

• Review GA4 filters under Admin > Data Settings > Data Filters
• Disable filters temporarily to test if traffic appears
• Check if your own IP or office traffic is excluded

5. Mismatch Between Click and Session Timing

Clicks registered by Google Ads are immediate, but GA4 sessions may start with a delay or users may abandon the site before GA4 loads.

6. Bot or Invalid Clicks

Google Ads counts clicks from all sources, including bots or accidental clicks, but GA4 filters out non-human or invalid traffic.

7. Cross-Domain or Tracking Issues

If your ads lead to a domain different from the GA4 property or use multiple domains/subdomains without proper cross-domain tracking, sessions might not be recorded correctly.

Fix:

• Implement cross-domain tracking in GA4 and GTM for all relevant domains
• Use consistent tagging and cookie settings

8. Privacy Consent and Cookie Restrictions

Users may decline consent for tracking, or browsers may block cookies, preventing GA4 from recording sessions.

Troubleshooting Checklist

• Enable Google Ads auto-tagging
• Verify GA4 tag is correctly implemented and firing
• Ensure URL parameters like gclid are preserved through redirects
• Check GA4 filters and IP exclusions
• Confirm cross-domain tracking if applicable
• Consider bot and invalid click filtering differences
• Review privacy consent and cookie settings

Real Example

A client saw 500 clicks in Google Ads but only 50 sessions in GA4. After investigation, we found their WordPress redirect plugin was stripping the gclid parameter. Fixing the redirect to preserve parameters fixed the issue, aligning clicks and sessions closely.

How Socinova Can Help

Data discrepancies can cloud your decision-making. Socinova provides expert audits of Google Ads and GA4 setups, resolving tracking issues to give you accurate, actionable insights.

Need help aligning Google Ads clicks with GA4 traffic? Contact us here and get your data synced perfectly.