81% of GA4 configurations are incorrect
Since the Universal Analytics → GA4 migration, most businesses have partially or totally broken data collection. The reasons are multiple: rushed migration, lack of training, complexity of GA4’s event model.
Here are the 5 mistakes we find in 8 out of 10 audits.
Mistake 1: Events without parameters
GA4 relies on an event model. But sending a purchase event without value, currency, transaction_id and items parameters is like counting sales without knowing what was sold or for how much.
Mistake 2: No internal traffic filter
Your own visits, your agency’s, your developers on staging — everything is mixed with real traffic. Your engagement and conversion metrics are artificially inflated.
Mistake 3: Conversions are not defined
By default, GA4 marks no event as a conversion (except purchase since late 2023). If you haven’t explicitly defined your conversions, your conversion reports are empty.
Mistake 4: Consent Mode is not configured
Without Consent Mode V2, GA4 loses 100% of data from users who reject cookies. With Consent Mode, Google uses statistical modeling to fill the gaps.
Mistake 5: Ignoring Explorations
90% of GA4 users only look at standard reports. The real power of GA4 is in Explorations: cohort analysis, path analysis, advanced segments, funnel analysis.