Double-Counted (Duplicate) Conversions
Importing GA4 conversions alongside your native Google Ads tag can silently count the same action twice.
What it means
If you both track a conversion natively in Google Ads and also import the same conversion from GA4, and both are marked as primary, Google Ads adds them together — doubling your reported conversion count and making your cost-per-result look artificially better than it really is. GA4 imports are meant to be a secondary, supplemental view, not a replacement for your native tracking.
Why it matters
This is one of the most common, hardest-to-notice tracking mistakes, because everything looks like it's working — you just have inflated numbers and a bidding system quietly optimizing toward a distorted signal. The fix is simple once spotted: only one version of a given action should be marked primary.
ask datanephew
My conversion numbers seem too good to be true — could I be double-counting?
Ask datanephew to check whether you have both a native Google Ads conversion action and an imported GA4 event tracking the same action, both marked primary. If so, that's very likely inflating your reported total.