We’ve audited hundreds of GA4 setups. Almost all of them are broken in the same four ways. Here’s what to fix first.
1. Conversions aren't actually tracked
The most common issue: the events firing in GA4 don’t match what the business actually counts as a conversion. A lead form thank-you page is not the same as a qualified lead, and counting both as ‘leads’ makes every report meaningless.
2. There's no server-side tracking
Browser tracking is increasingly blocked, capped, or stripped. Without server-side events flowing to GA4 and ad platforms, you’re seeing maybe 60–70% of reality.
3. Attribution is single-touch
Last-click attribution massively undercredits the channels that introduce customers to the brand. For most businesses, a simple position-based model is dramatically more accurate.
4. Nobody reads the dashboard
You can have perfect tracking and still make bad decisions if no one looks at the data on a regular cadence. The fix isn’t more dashboards — it’s a monthly insight report someone actually reads.
