GA4 setup and audit
A GA4 property that tells you the truth
We set up or audit Google Analytics 4 so the events, key events and reports match how your business actually makes money.
Most GA4 properties were set up in a hurry
When Universal Analytics shut down, a lot of businesses got a GA4 property created for them in an afternoon. The base tag went in, enhanced measurement got switched on, and that was it. The data started flowing, so it looked done.
Look closer and the cracks show. Form submissions don't fire, or fire twice. Every page view on the thank-you page counts as a lead. Your own team's visits sit in the data. Purchase events are missing order values, so revenue reports are wrong. Data retention is still at the default two months, so you can't run a year-over-year exploration.
None of this throws an error. GA4 happily reports whatever it receives. That's why so many teams stop trusting it and go back to guessing.
How we set up and audit GA4
We treat GA4 as the measurement layer for the whole marketing operation. It should record the actions that matter, label them consistently, and pass clean key events to Google Ads. We check every setting that affects data quality, then fix the event layer so reports mean what they say.
If you already have a property, we keep its history and fix it in place. If you're starting fresh, we build it right the first time.
Admin settings first
Data retention, internal traffic filters, referral exclusions, cross-domain tracking and Google Ads linking all get checked and set.
An event plan, not event sprawl
We define a short list of events with consistent names and parameters instead of tracking everything that moves.
Key events that mean money
Only real leads and sales get marked as key events, so conversion reports and Google Ads imports stay honest.
Ecommerce done properly
For stores, we validate the purchase funnel events with item data, values and transaction IDs so revenue reconciles.
What's included
- Full GA4 configuration audit with a written findings list
- Data retention, filters and referral exclusions set
- Cross-domain and subdomain tracking where needed
- Event and parameter plan documented in a spreadsheet
- Key events configured and deduplicated
- Ecommerce event validation for online stores
- Google Ads, Search Console and BigQuery links as needed
- Custom dimensions for the parameters you report on
How it works
From first call to results
- 01
Review the property
We go through GA4 admin settings, data streams and recent event data to find what's missing, duplicated or misconfigured.
- 02
Write the event plan
We list every event, its parameters and which ones count as key events, and agree on it with you before building.
- 03
Implement and verify
We build the events through Tag Manager and confirm each one in DebugView and real-time reports.
- 04
Reconcile and document
We compare GA4 leads or revenue against your source of truth and hand over documentation of the final setup.
Who this is for
- Businesses whose GA4 property was set up quickly and never checked
- Online stores where GA4 revenue doesn't match the store platform
- Marketing teams that stopped trusting their analytics reports
- Companies about to start or scale paid ads and want a clean baseline
Services
More Tracking & Analytics services
GA4 Setup & Audit
GA4 configured or audited so events, key events and revenue match how your business actually makes money.
You are hereGoogle Tag Manager
Google Tag Manager containers built or cleaned up with a real data layer, clear naming and documentation.
Learn moreConversion Tracking
Google Ads and Meta conversion tracking with enhanced conversions, Conversions API and CRM imports that reflect revenue.
Learn moreServer-Side Tagging
Server-side Google Tag Manager on your own subdomain for more reliable conversions and control over shared data.
Learn moreConsent Mode & Privacy
Google Consent Mode and cookie banner setup that honors visitor choices while keeping GA4 and Google Ads measurement intact.
Learn moreMarketing Dashboards
Looker Studio and GA4 dashboards that show spend, leads, sales and cost per result in one view built on checked data.
Learn moreFAQ
Questions we get a lot
Will fixing GA4 erase our historical data?
No. We work inside your existing property, so past data stays. Fixes apply going forward, and we note the date changes went live so you can read reports around it.
What's the difference between an event and a key event?
An event is any interaction GA4 records, like a page view or a click. A key event is one you mark as important to the business, like a lead or purchase. Key events are what you'd typically import into Google Ads as conversions, so they need to be strict.
Should we connect GA4 to BigQuery?
If you want raw event data, longer history or custom analysis, yes. The standard export is free to turn on, though you pay Google Cloud for storage and queries beyond the free tier. For many smaller sites it's optional, and we'll tell you honestly whether it's worth it.
Why does GA4 show fewer users than our other tools?
Consent choices, ad blockers and browser privacy features all reduce what GA4 can see. Different tools also define users and sessions differently. We remove setup errors first, then explain what remaining gap to expect.
Get a straight answer on your GA4 setup
Request a GA4 audit and we'll show you exactly what's wrong and what to fix first.