N10026-090 · blank operator worksheet

Purchase-scope comparison card

Use one card for one TikTok website-ad campaign, one GA4 property and one stated period. Name the exact metrics before comparing counts. Keep the private exports and order records in your owned campaign system.

Download the blank comparison CSV

Blank template: No account is connected, no purchase is measured, and nothing typed here is saved or submitted. The diagram shows reporting boundaries, not a matched customer path or an incrementality result.

Three reporting boundaries

Three independent lanes: TikTok credits received Purchase events to eligible ad interactions, GA4 groups purchase events by session source or event credit, and the commerce authority reconciles orders and refunds. Their counts need not equal. — Conceptual diagram. On a narrow screen, scroll horizontally for readable labels. No lane contains a person-level join to another lane.

TikTok Ads Manager: attributed web Purchase events under the selected ad interactions and attribution settings.
GA4: observed purchase events grouped by Session source, or purchase key-event credit allocated under an event-scoped model. Name which one you used.
Commerce: completed and refunded orders under the business's own reconciliation rule. This is the record for actual sales, not proof of the ad's incremental effect.

A. Name the campaign and link

Review date

TikTok campaign and ad-group IDs

Website and final destination URL

Observed UTM values: source, medium, campaign, ID

Inspect the URL after redirects. Do not paste a private tracking URL into a public copy.

B. Record three separate report definitions

TikTok Ads Manager

Exact web Purchase metric column

Website data connection and event

Click/view settings and lookback windows

Report level, dates, time basis and time zone

Attributed Purchase event count

Modeled or other reporting limits known?

GA4 web property

Property and web stream

Exact purchase metric

Traffic dimension and scope

Attribution model, if event-scoped

Filters, dates, time basis and time zone

Reported purchase count or credit

Commerce or payment authority

Order-record source and period

Completed orders; cancellations and refunds

Reconciliation and net-revenue rule

C. Diagnose the gap in a fixed order

Event: are these both website Purchase rather than checkout, generic Conversions or a narrower custom rule?
Route: did the final URL retain the exact UTM values, and did the correct GA4 property record them? Is utm_id present if using TikTok's native comparison?
Credit: which TikTok click/view rules and GA4 Session or event scope were selected?
Clock: do dates, time zones, interaction/event time and attribution windows align?
Collection: did TikTok Pixel/Events API deduplicate overlapping events by event_id, and did GA4 web purchases use unique transaction_id values?
Business record: what completed orders and refunds does the owned ledger actually confirm?

D. State the decision and the unknown

Current status

Verified difference documented Tracking or report repair needed Unresolved — source or setting missing

Verified explanation and evidence reference

Remaining unexplained difference

Next action and owner

Next review date

Client wording: “TikTok reported [named web Purchase count] under [ad credit settings]; GA4 reported [named purchase metric] under [traffic-source scope]. The order ledger confirms [completed/refunded orders]. We verified [reason]; [remainder] remains unresolved. Neither platform count alone establishes incremental sales.”