Conversion counts match, but the total revenue in advertising is oddly high or low. A common cause is currency — conversions arrive without it or with the wrong one. For multi-currency stores it's especially treacherous.
Symptoms
- Ad revenue doesn't match your store's actual revenue, even though the conversion count matches.
- For a multi-currency store, revenue is systematically off.
- Some platforms treat the value as a different currency than the customer paid in.
Common causes
- Missing
currency. Without a currency, the platform interprets the value its own way (often as the account's default currency). - Hardcoded currency. You send one currency by default even when the customer pays in another.
- Value in a different currency than
currencysays. The number is in CZK but labeled EUR (or vice versa).
What to check
- 1. Does the purchase event send
valueandcurrencytogether? - 2. For a multi-currency store, does the currency change by the actual order, not hardcoded?
- 3. Do the number and currency match (the value really is in the currency you declare)?
The basis is correct value and currency in the data layer. The related problem (value zero / missing) is in this guide.
How to verify the fix
Make a test order in each currency and verify in GA4 DebugView and the ad platform that the value and currency match the actual order.