GA4is powerful when set up correctly and dangerously misleading when not. Most accounts have at least 3-4 configuration errors that corrupt reports.
The audit checklist
- →Enhanced measurement events firing correctly
- →Custom events mapped to key conversions
- →Attributionmodel set appropriately
- →Ecommerce tracking with full item parameters
- →Cross-domain tracking if applicable
- →Internal traffic excluded properly
- →Audiences built on meaningful behaviors
- →Conversions marked correctly (not everything is a conversion)
- →Data retention settings optimized
- →BigQuery↗export enabled for deeper analysis
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