analytics-tracking

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), 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, triggers firing twice, or duplicate tags. Use GTM Preview mode to inspect which tags fired per event and check trigger conditions and tag firing options.

Implement consent mode so analytics_storage and ad_storage default to denied until the user consents via a consent management platform. Also enable IP anonymization, configure data retention settings, and never send PII in event properties.

Discrepancies commonly come from consent mode filtering, ad blockers, client-side versus server-side tracking differences, and session timeout settings. Debug with GA4 DebugView and compare event counts against server logs to isolate the cause.

Track the core funnel: product_viewed, product_added_to_cart, cart_viewed, checkout_started, payment_info_entered, and purchase_completed. Include item parameters like item_id, price, and quantity for enhanced e-commerce reporting.