Google Analytics Audit Test #

35

Analytics conversions attributed to Twitter/X Ads Match Twitter/X Ads platform conversions

Why It Matters:

Critical to understanding where your traffic is coming from and assigning appropriate credit.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test compares conversions tracked in GA4 for Twitter (now X) Ads traffic with conversions reported by Twitter Ads Manager.

Due to limitations of Twitter’s in-app browser, privacy restrictions on iOS, and GA4’s last-click attribution model, discrepancies are common.

But large gaps can point to:

  • Broken or missing UTM parameters
  • GA4 tags not firing in the in-app browser
  • Conversion events not loading before bounce
  • Twitter view-through or modeled conversions not reflected in GA4

Understanding the variance helps prevent under-reporting and ensures you're not undervaluing Twitter ad spend.

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How to Conduct This Test

Basic Tests

  • In Twitter/X Ads Manager, export conversions by campaign for a recent period.
  • In GA4 > Reports > Acquisition > Traffic Acquisition, filter for:
    • Session source / medium = twitter / paid_social
    • Metric: Conversions (or your key conversion events)
  • Compare conversion totals by campaign or landing page.
  • In Explore or BigQuery, segment by device, browser, or referrer to identify where tracking might fail.
  • If GA4 conversions are significantly lower than Twitter reports, attribution loss is likely.

Automated, Free Audit

Want to catch these gaps automatically? Run our Instant Audit

Or hire a pro to debug Twitter tracking inconsistencies.

How To Fix

  • Tag all Twitter Ads URLs with full UTM parameters:
    • utm_source=twitter
    • utm_medium=paid_social
    • utm_campaign=your_campaign_name
  • Avoid URL shorteners or redirects that strip UTMs or interfere with tracking
  • Optimize GA4 tag load speed and positioning to fire before user exits
  • Test ads across devices, especially on mobile (iOS and Android), and within the Twitter in-app browser
  • Add the Twitter Pixel for redundancy and cross-checking with GA4
  • Accept that Twitter may include view-through conversions and longer attribution windows that GA4 does not support
  • Hire a pro to improve Twitter attribution in your analytics stack and ensure paid performance is properly evaluated.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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