GA4 data can often be inaccurate due a variety of reasons, which are outlined below. For the most accurate location data, please refer to the data in the ads management platform the campaign is running in. For example, if running a TikTok ads campaign, TikTok's data will be more accurate than GA4's data with the TikTok source/medium.

Possible reasons for location discrepancies:

• Google Analytics determines location based on IP addresses, which is not always 100% accurate. For example, a user could be shown as being in a neighboring state or a major city nearby or the IP address could be registered by the ISP in a different area than where the user actually is.

• The user could be using a VPN or privacy tool, which would change their location data.

• In some cases, mobile users get assigned IP addresses from locations tied to their carrier's data center, not their actual GPS location.

• Ad quality checks from our media buying platforms can pull into GA4 from the server location. For example, a Display campaign running may cause traffic to pull into GA4 from Canada. This happens most frequently during campaign launches and creative changes.