analytics

Set up GA4 conversion tracking by first ensuring your event fires via gtag.js or GTM, then marking it as a conversion in Admin > Events. Choose a counting method (once per session for leads, every event for purchases) and optionally import conversions into Google Ads.

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

Duplicate events usually come from multiple containers on one page, overlapping trigger conditions, or tags firing both on page view and custom events. Use GTM Preview mode to inspect which tags fired per event and check trigger uniqueness.

Make GA4 GDPR compliant by implementing consent mode with analytics_storage denied by default, integrating a consent management platform, and only updating consent state after user opt-in. Also configure data retention settings and avoid sending PII in event properties.

GA4 and database discrepancies commonly result from ad blockers, consent mode filtering, client-side versus server-side tracking differences, and session timeout settings. Use GA4 DebugView and real-time reports to verify which events actually reach GA4.