Our platform reports revenue based on transactions from a user that happen in a time period after that user clicks on one of our ads. Therefore the AppLovin click may occur as the first click, a middle click, or a last click to the ecommerce shop in the overall purchase journey.
GA4 (Google Analytics 4) users tend to favor last click reporting. This gives credit to only the last click (typically the same session where the purchase occurs). Thus GA4's last click reporting will not align closely to AppLovin's in-platform reporting and will often show a fraction of the transactions that we report.
For instance, if a user is first driven by an AppLovin ad to visit the site for the first time (but they do not purchase in the first session), and then subsequently the user is retargeted by other platforms and revisits the site via a Meta link or an offer sent to their email, that transaction would not be attributed to AppLovin within GA4 for last click, but if it occurred within the first 24 hours (D0) or 7 days (D7) after the AppLovin click, it would appear in our dash reporting.
Given the above, the closest comparison between our dash and GA4 last click reporting will be AppLovin D0 and GA4 last click.
We have often observed inconsistencies in GA4 reporting with even last click-based transactions not aligning to our tracking. We are currently working with the Google team to improve the fidelity of our tracking. We recommend complementing GA4 with dedicated attribution solutions.