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I run a small ecommerce brand, so every dollar of ad spend matters. When GA4 started showing different conversion numbers than my Shopify backend, I blamed Google. Then I learned about attribution lookback windows, event deduplication, and the difference between “conversions” (a yes/no event) and “conversion value” (a number). One evening with a straightforward glossary saved my business about four grand in misattributed spend. It covers exactly how to set up `purchase` events with the right parameters and why your conversion window might cut off late-night sales. Do not guess. Use the same web analytics glossary that finally made my numbers match reality.

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