If your Google Analytics 4 (GA4) numbers look “off,” it’s usually because the data is being interrupted before it reaches Google. This “leakage” happens for several reasons: users declining cookies, ad blockers stopping the GA4 script, or even technical errors like “double-tagging.”

Another common issue is “thresholding,” where Google hides data if the audience is too small to protect privacy. To fix these inaccuracies, you need a more robust collection method. Moving to server-side tracking is the most effective fix because it bypasses many of these interruptions, providing a more stable and truthful stream of data into your GA4 reports.