Most GA4 installs are tracking the wrong things, or nothing at all
Default GA4 setups frequently miss key conversion events — form submissions, calls, purchases — that were tracked in the old Universal Analytics setup. We audit for gaps before trusting any dashboard.
Server-side tagging matters more with each browser update
Cross-browser tracking prevention keeps eroding client-side data accuracy. We implement server-side tagging, via Google Tag Manager server containers, where it meaningfully improves data quality.
Reports should answer a business question, not just show metrics
A custom GA4 exploration built around what marketing spend is actually driving revenue is worth more than a dozen default dashboard widgets no one acts on.
