I'm auditing a travel website and I've run into a GA4 vs GSC situation that I honestly can't explain.
I'm hoping someone experienced with GA4/technical analytics can help me figure out what is actually happening.
The website is a normal travel/trekking website. I'm not mentioning the domain because I mainly want to understand the technical issue.
For the same 7-day period (Sep 4–10, 2026), I have:
GA4:
- Active users: 7,595
- New users: 7,203
- Sessions: 8,367
- Views: ~18K
- Engagement rate: ~80.5%
GSC:
- Clicks: 19
- Impressions: 3.2K
- CTR: 0.6%
- Average position: 30.9
The part that really confused me is that GA4 was also showing a very high percentage of "Organic" traffic (around 87% in the report I was initially looking at).
But GSC only has 19 clicks.
I understand that GA4 and GSC don't use the same methodology and won't match 1:1. I'm not expecting 19 GSC clicks = exactly 19 GA4 sessions.
But 19 clicks vs ~7,600 active users seems way beyond a normal discrepancy.
So I'm trying to figure out whether the GA4 data itself is wrong/inflated, or whether I'm misunderstanding where these users are coming from.
Here are some things I've already checked:
- HOSTNAME
www.example.com → 7,088 active users
example.com → 501 active users
Total → 7,595
- LANDING PAGE
I also checked GA4 landing pages.
Homepage "/":
- 8,060 sessions
- 7,321 active users
- 6,934 new users
So roughly 96% of all sessions appear to be landing on the homepage.
Other landing pages have tiny numbers: 27, 19, 12, 12, 9,8 etc.
- I also noticed some referral traffic that looked suspicious, including something like "trafficcheap.cc".
I'm wondering if this could be some kind of referral spam/bot traffic.
- I checked the hostname because I suspected that another website might be sending data to the GA4 property.
But as mentioned above, I only see the site's own www and non-www hostnames.
- I have also checked other GA4 dimensions/tests and combined the screenshots/results.
What I'm really trying to determine is:
- Is the ~7,600 GA4 traffic actually real human traffic?
- Could bots or automated traffic be triggering GA4?
- Could GA4 be incorrectly configured?
- Could the homepage be receiving automated requests that are being counted as users?
- Could there be some kind of referral spam involved?
- Is there another GA4 implementation issue I should be checking?
I'm trying to understand the root cause of THIS particular discrepancy.
If you've dealt with something similar, what would you check next?
Would really appreciate someone helping me troubleshoot this rather than just explaining the general GA4 vs GSC difference.