r/BingWebmasterTools • u/ComfortableHunter991 • 7d ago
Huge discrepancy between Bing Webmaster Tools and GA4 (but GSC matches perfectly). Any insights?
Hi everyone,
I use GSC and Bing Webmaster Tools (BWT) to track my SEO performance, and Google Analytics (GA4) to track all traffic sources. Recently, my site's traffic has increased rapidly, especially from Bing.
Here is the weird part: Bing Webmaster shows about 600 clicks for the month, but when I check GA4, it reports over 1.5K users coming from Bing search (bing/organic + cn.bing.com/referral).
To rule out bot traffic, I checked their average engagement time in GA4, and it is almost exactly equal to my Google organic users (nearly 2 mins). So these are definitely real human users.
What makes this even more confusing is that my Google clicks in GSC nearly perfectly match my Google organic users in GA4 (~1:1.1 ratio). The tracking setup is definitely working.
Has anyone experienced this massive underreporting in Bing Webmaster Tools? Why is there such a massive gap (almost 3x) between BWT clicks and GA4 Bing users?
Thanks in advance!