They observe different events
Search Console reports activity from Google Search for the verified property. GA4 measures website events when its implementation runs and the relevant collection conditions are met. A search click and an analytics session are not identical units.
Check setup before interpreting zero
Confirm the correct property, date range, time zone and filters. Check whether the analytics script loads after consent and whether test events reach the intended account. A site can receive visits even when an analytics tag is missing or blocked.
Compare like with like
Separate branded and non-branded queries in search data. Review landing pages and countries for the same period. Consent choices, browser restrictions, attribution and processing can explain part of a mismatch; they do not automatically indicate fraudulent traffic.
Measure meaningful actions
Calls, WhatsApp clicks and successful server-accepted enquiries can be useful events, but they are not confirmed sales. Use clear event names and a qualification process. Do not send email addresses, phone numbers or message text to analytics events.
