GA4 Consulting

Broken analytics does not produce an error message. It produces plausible-looking numbers that are wrong, and everyone builds on them. Automated bidding optimises toward a distorted conversion signal. Channel budgets shift based on misattributed revenue. Someone defends a strategy in a board meeting with figures that do not reflect what happened.

This is why we often start engagements here even when the client came for something else. Optimising against numbers you cannot trust is expensive and produces confident wrong conclusions.

The common faults are mundane: events firing twice, conversions not firing at all on certain paths, consent configuration blocking measurement entirely, cross-domain tracking broken so a checkout on a payment subdomain counts as a new session, and internal traffic never filtered.

Implementation audit

Systematic verification that events fire correctly, once, on every path a real user might take.

Event and conversion architecture

Designing an event structure that answers your actual business questions rather than the default template.

Cross-domain and subdomain tracking

A frequent silent failure, particularly where checkout or booking sits on a separate domain.

Server-side tagging

Where it is warranted, for measurement resilience and data control. We will also say when it is not worth the cost.

Consent mode

Configuration that respects consent while retaining measurement, since misconfiguration here commonly zeroes out data.

Ecommerce tracking

Full purchase and item-level implementation, which is where most errors live and where they cost most.

Attribution and modelling

Configuring attribution deliberately, and explaining honestly what it can and cannot tell you.

Reporting and BigQuery

Explorations, looker dashboards and BigQuery export for analysis the interface cannot support.