If you’ve ever looked at your Google Analytics report and thought:
“Why don’t these numbers match the other report you sent me?” 🤔
…you’re not alone. Even top marketers do a double-take when comparing GA4 vs. Looker Studio vs. Google Search Console.
This guide breaks everything down in contractor-friendly terms so you understand what you’re looking at — and what truly matters for getting more leads.
📊 The 3 Core Analytics Tools Contractors See
| Tool | What It Measures | What It’s Best For |
| Google Analytics 4 (GA4) | Website behavior after visitors arrive | Lead quality & engagement |
| Looker Studio | Visual dashboard pulling GA4 data | Monthly performance reporting |
| Google Search Console (GSC) | Search performance before visitors click | SEO rankings & visibility |
They are not interchangeable — and that’s where confusion begins.
🔹 Clicks vs. Sessions
🖱️ Clicks
From Google Search Console
A click = someone clicked your website link on Google Search results.
✔ Only from Google Search
✘ Not from Facebook
✘ Not from Google Business Profile
✘ Not from typing in your URL directly
Clicks show how often Google sends potential customers to your site.
🔵 Sessions
From Google Analytics 4
A session = a website visit, no matter how someone got there.
- Google Search ✔
- Google Business Profile ✔
- QR code ✔
- Social media ✔
- Direct URL typing ✔
Sessions show the total visits your website receives.
📌 Quick Comparison Chart
| CLICK | SESSION | |
| Where it comes from | GSC | GA4 |
| What it measures | Traffic from Google Search | Traffic from all sources |
| Can one person generate multiple? | Yes | Yes |
💡 Rule of thumb:
Clicks < Sessions
(because returning visitors = more sessions, fewer new clicks)
🔹 Users, New Users & Active Users in GA4
Google changed the terminology in GA4, so here’s the new breakdown:
| Metric | Meaning |
| Users | Unique people who visited your site |
| New Users | First-time visitors only |
| Active Users | People who actually engaged |
Contractor-Friendly Analogy 👇
| Metric | Real-world example |
| Users | Everyone who walks into your showroom |
| New Users | People visiting for the first time |
| Active Users | People who stay and look around |
So the numbers always follow this pattern:
Users ≥ Active Users ≥ New Users
…and that’s exactly what we want.
🔹 Sessions vs. Engaged Sessions
A regular session includes everyone — even people who hit the back button instantly.
A session becomes “engaged” when the user:
✔ stays 10+ seconds
✔ views 2+ pages
✔ OR triggers a conversion event
Examples of conversion events for contractors:
- Clicking “Request a Quote”
- Calling from a tap-to-call number
- Viewing your Project Gallery
Engaged Sessions = Quality Traffic
Those people are actively considering your services.
📉 Why GA4 & Looker Studio Don’t Match Perfectly
Even though they use the same data source, these factors cause differences:
| Difference | Why Numbers Change |
| Rounding in GA4 | 1,074 becomes “1.1K” |
| Attribution models | Traffic sources counted differently |
| Filters in Looker Studio | Test traffic/bots removed |
| API refresh delays | GA4 updates first, dashboards later |
| Channel grouping rules | Sources labeled differently |
➡️ Trends matter
➡️ Exact numbers rarely match perfectly (and don’t need to)
🎯 But Which Metrics Should Contractors Focus On?
| KPI | Why It Matters |
| Engaged Sessions | Measures real homeowner interest |
| Organic Search Sessions | SEO + local visibility progress |
| Contact Page Views | Lead readiness ↑ |
| Calls & Form Conversions | Direct revenue driver |
📈 If New Users are rising → marketing reach is growing
🚀 If Engaged Sessions rise faster → your website is converting
That’s exactly how to measure growth in booked projects.
🧩 Final Takeaway
Analytics shouldn’t be overwhelming — they should give you clear insight into:
✔ What products homeowners are searching for
✔ Which cities are producing the most opportunity
✔ What marketing efforts are working
✔ How to turn more visitors into quotes
When you understand the numbers correctly, you can make better decisions that grow revenue.
📞 Want More Leads from Your Website?
We specialize in helping sunroom contractors:
- Optimize websites
- Improve local rankings
- Track conversions properly
- Turn clicks into phone calls and booked sales appointments
👉 Book a call:
Sunroom Contractor Marketing — Filling Your Pipeline with Sunroom Leads
📍 FAQ Section
What is the difference between a click and a session?
A click is counted when someone selects your search result on Google. A session is a full website visit from any source, including social media, Google Business Profile, or typing your URL.
What are Users vs. New Users in GA4?
Users are all unique visitors. New Users are only first-time visitors that GA4 has never tracked before.
What is an Active User in GA4?
Active Users are people who stay at least 10 seconds, view multiple pages, or complete a conversion — showing real interest in your services.
Why don’t GA4 and Looker Studio numbers match?
They measure data differently due to rounding, attribution, filtering, and refresh delays. Trends will match — but the exact numbers may not.
How should contractors use analytics to grow leads?
Watch New Users for top-of-funnel growth, and Engaged Sessions + Conversions to measure how well your website turns visitors into real quote requests.