Yes, Google Ads and Google Analytics (GA4) can be linked incorrectly, or configured in ways that break data flow and attribution. [1, 2]

Common Ways the Link Goes Wrong

• Wrong Account ID Linked: You might link the wrong Google Ads customer ID to your GA4 property (for instance, linking an old, abandoned Ads account instead of your active one). [1]
• Auto-Tagging Disabled: Google Ads requires auto-tagging to be turned on so it can append the GCLID (Google Click Identifier) parameter to your URLs. If this is off, GA4 cannot tie site sessions and conversions back to specific ad clicks. [1, 2]
• Unselected Data Import / Export Options: Even when the accounts are technically connected, users often forget to enable data-sharing settings (such as importing GA4 conversions into Google Ads or sharing audience lists). [1, 2]
• Broken Parameter Persistence (Redirects): If your website has server-side redirects, mobile redirects, or payment gateway hops that strip out URL parameters, the GCLID is lost before GA4 registers the visit. [1, 2]
• Attribution and Metric Mismatches: Misinterpreting expected metric differences (like clicks versus sessions) as a broken link is very common. For example, GA4 sessions can be higher than Ads clicks due to returning users or bookmarked landing pages retaining the GCLID.