# Meta Ads + Google Analytics 4 integration and analysis

Connect Meta Ads and Google Analytics 4 to Hendrik. Use GA4 landing and event data to test whether Meta Ads delivery or site measurement changed.

## The question this stack can answer

Did Meta traffic change, or did visitors behave differently after the click?

## What Hendrik reads from each source

- **Meta Ads:** Spend, delivery, and Meta reported conversions show the Meta Ads side of the question.
- **Google Analytics 4:** Traffic acquisition, landing pages, and on site events show where the website journey changed.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected Meta Ads account with delivery and conversion reporting for the stated window.
- Connected GA4 property with comparable acquisition and event reporting.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- Meta attribution remains separate from store, payment, or CRM outcomes; do not sum it with another platform’s conversion value.
- GA4 events and attribution do not automatically establish a paid order, payment, or campaign relationship.

## Illustrative example

### Meta Ads + Google Analytics 4 review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- reported conversion value (USD, 28 days) (Meta Ads): 71,000 USD → 82,000 USD
- reported purchase events (count, 28 days) (Google Analytics 4): 1,420 → 1,230
- Meta Ads spend (USD, consecutive 28-day periods) (Meta Ads): 21,000 USD → 26,000 USD
- GA4 paid sessions (configured channel group, consecutive 28-day periods) (Google Analytics 4): 16,800 → 15,300

### What Hendrik checks

- **Attribution and delivery mix:** Check Meta attribution setting, conversion event, placements, audiences, and creative delivery before interpreting reported outcomes.
- **Traffic measurement:** Check GA4 property, timezone, consent coverage, source definition, and event configuration before comparing sessions or transactions.
- **Explain the divergence:** Meta Ads: reported conversion value (USD, 28 days) changed from 71,000 USD to 82,000 USD. Google Analytics 4: reported purchase events (count, 28 days) changed from 1,420 to 1,230. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

Meta reported higher conversion value as spend rose. GA4 reported purchase events and paid sessions fell.

### What to do next

Confirm the site measurement and Meta delivery context before changing spend; reassess when comparable definitions are in place.

**Limit:** Meta attribution and GA4 sessions are parallel platform measures.

## Provider documentation

- [Meta Ads documentation](https://www.facebook.com/business/help)
- [Google Analytics 4 documentation](https://support.google.com/analytics/)

## Start with this stack

[Create a workspace and connect Meta Ads + Google Analytics 4](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-meta-ads-ga4&combination=meta-ads-ga4)