analytics

Set up GA4 conversion tracking by installing gtag.js or GTM, enabling enhanced measurement, then sending custom events with gtag or dataLayer pushes. Mark the event as a conversion in GA4 Admin and choose a counting method such as once per session.

Name analytics events using the object-action convention in lowercase with underscores, such as signup_completed or form_submitted. Keep context in event properties rather than event names, and document all naming decisions in a tracking plan.

Use utm_source for the platform (google, newsletter), utm_medium for the channel type (cpc, email), and utm_campaign for the campaign name. Keep everything lowercase, use consistent separators, and document all values in a shared spreadsheet.

Duplicate GTM events usually come from multiple containers on one page, overlapping trigger conditions, or tags firing more than once per action. Use GTM Preview mode and GA4 DebugView to inspect which tags fire and their trigger conditions.

GA4 can be configured for GDPR compliance using consent mode, which keeps analytics_storage denied until the user consents via a consent management platform. Also enable IP anonymization, set data retention limits, and never send PII in event properties.

Use attribution modeling when you need to compare multi-touch, MMM, or incrementality approaches or reconcile conflicting numbers across tools. Analytics tracking covers event collection and implementation, while attribution is a separate skill for credit assignment.