Google Analytics Setup

Why Most GA4 Setups Are Broken

Google Analytics 4 is a fundamentally different platform from Universal Analytics. It is event-based rather than session-based, uses a different data model, and requires deliberate configuration to track the events and conversions that matter to your business. A default GA4 installation — just dropping the tag on a page — captures only a fraction of the data you need: basic pageviews and a handful of automatically collected events.

Without properly configured conversion events, you cannot measure what is actually driving business outcomes. Without a data layer, custom event tracking is fragile and breaks with every site update. Without internal traffic filters, your own team's visits inflate your metrics and distort your analysis. I fix all of this — building a GA4 setup that gives you clean, reliable, decision-ready data from day one.

What's Included

• GA4 property creation and configuration (data streams, data retention settings)
• Google Tag Manager integration for tag management
• Custom event tracking — form submissions, button clicks, scroll depth, file downloads, video plays
• Conversion event configuration — marking the events that represent real business value
• Ecommerce tracking — purchase, add to cart, checkout steps, product impressions
• Data layer implementation (with developer handoff documentation)
• Internal traffic and bot filtering
• Cross-domain tracking setup (where applicable)
• Google Search Console integration
• Audience segment creation for remarketing and analysis
• Custom reports and exploration reports
• Looker Studio dashboard build (optional)
• GA4 audit for existing setups — identifying gaps, duplicate events, misconfigured conversions

The Implementation Process

Step 1 — Requirements Gathering: I start by understanding your business model and the specific user actions that indicate value — enquiry form submissions, product purchases, phone click events, account sign-ups. This drives the entire tracking plan.

Step 2 — Tracking Plan: A documented tracking specification is created — listing every event name, parameter, and trigger — before a single line of code is written. This becomes your reference document for future development.

Step 3 — Implementation: Tags are implemented via GTM wherever possible for maintainability, or via direct gtag.js for simpler setups. Data layer pushes are spec'd for developer implementation.

Step 4 — QA: Every event is validated using GA4's DebugView and GTM's Preview mode before going live. I check event parameters, conversion firing logic, and ecommerce data accuracy.

Step 5 — Handover: You receive a full implementation guide, access to any custom dashboards, and a walkthrough session so your team can use the data confidently.