Key takeaways
- Mark your key events or conversion reports stay empty
- Filter internal traffic
- Avoid duplicate tags
- Use one consistent UTM naming system
- Extend your data retention period
Switching to GA4 was not simple for most teams. Many accounts were set up quickly and never checked.
1. No key events marked
GA4 only treats events you mark as key events as goals. If none are marked, your conversion reports stay empty.
2. Internal traffic not filtered
Your own team visits inflate numbers. Filter internal traffic so your data reflects real customers.
3. Duplicate tags
Having both a hard-coded tag and a Tag Manager tag can double count every page view.
4. Messy UTM tags
Inconsistent names like Facebook, facebook and fb split your traffic into separate rows. Agree on one naming system.
5. Data retention left on default
The default retention period is short for some reports. Extend it so you can compare longer periods.
A simple monthly check
- Test your key events in DebugView
- Compare GA4 sales to your store sales
- Review traffic sources for strange spikes
Perfect matching is not realistic, but large gaps mean something is broken.
Want a clean setup? We configure GA4 and Google Tag Manager for e-commerce and lead generation websites.
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