If you're not seeing Google Analytics 4 (GA4) data in GrowthBook, there could be a few reasons for this. Here are some common issues and their solutions: 1. Permissions: Ensure that the service account used to connect BigQuery to GrowthBook has the necessary permissions. It should have at least the following roles: BigQuery Data Viewer, BigQuery Metadata Viewer, and BigQuery Job User[^1^]. 2. Tracking Callback: Verify that the

trackingCallback

function is set up correctly to send the

experiment_viewed

event to Google Analytics. This function should be part of your GrowthBook configuration and should trigger whenever a user is exposed to an experiment[^1^]. 3. Google Tag Manager (GTM): If you are using GTM, make sure that the tags and triggers for the

experiment_viewed

event are set up correctly to send data to GA4[^1^]. 4. Data Propagation Delay: There might be a delay in data appearing in GrowthBook from GA4 via BigQuery. It's possible that you may need to wait for some time after setting up the connection and running experiments before you see data[^1^]. If you're still having trouble, you might want to check your experiment assignment queries. Specifically, with BigQuery and GA4, the issue is often with the

FROM

clause in the Experiment Assignment queries - you need to update the dataset in the from query[^2^]. If none of these solutions work, it might be helpful to connect with the GrowthBook community or support for more specific troubleshooting. [^1^]: [Source](https://linen.growthbook.io/t/16092348/hello-i-m-trying-to-setup-growthbook-with-google-analytics-i) [^2^]: [Source](https://linen.growthbook.io/t/16382394/hello-i-am-facing-some-issue-with-growth-book-configuration-)

Yes, there could be other reasons why you're not seeing GA4 data in GrowthBook. Here are some additional possibilities: 1. Different User Counting Methods: GrowthBook might be counting users differently than GA4. For example, GrowthBook could be including users that GA4 filters out due to various reasons such as bot filtering or data processing differences[^3^]. 2. Date Range Discrepancies: If the date ranges being compared in GA4 and GrowthBook are not the same, this could lead to differences in the metrics reported[^3^]. 3. SDK Implementation Changes: If there have been recent changes to the SDK implementation that have not been reflected in GA4, this could cause discrepancies[^3^]. 4. Ad Blockers: While ad blockers typically would cause metrics to be lower in GrowthBook, if GA4 is more affected by ad blockers than the method used by GrowthBook to track users, this could result in lower metrics in GA4[^3^]. 5. Data Synchronization Issues: There could be issues with how data is being synchronized between GA4 and GrowthBook[^3^]. 6. Experiment Configuration: The configuration of the experiment itself might be different between GA4 and GrowthBook[^3^]. 7. Metric Conversion Window: The metric conversion window set in GrowthBook might be different from the one in GA4[^3^]. 8. Data Source Configuration: Incorrect configuration in the data source connection between GA4 and GrowthBook could lead to discrepancies[^3^]. 9. Sampling with GA4: If the number of users exposed gets high, GA4 will use hyperLogLog to do some sampling and not actually give you numbers[^3^]. If you're still having trouble, it might be helpful to connect with the GrowthBook community or support for more specific troubleshooting. [^3^]: [Source](https://linen.growthbook.io/t/16296356/why-are-my-metrics-lower-in-ga4-than-in-growthbook-u064f19f0)