Why don't my GA4 numbers match the leads in my CRM?

Because they count different things. GA4 counts form submissions and click events on a device, your call platform counts ringing phones, and your CRM counts records a human created, so duplicates, spam, and offline calls pull the three numbers apart.

Most home-service companies see gaps in the range of 10 to 30 percent between GA4 and the CRM, and the CRM should be your source of truth for revenue. Close the gap by filtering bot submissions, pushing call tracking data into GA4 as conversions, passing the GA4 client ID or UTM values into the CRM record, and reconciling monthly rather than chasing daily differences.

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