Analytics & Tracking

GA4 Configuration & Events
Make GA4 Actually Useful for Revenue.

GA4 is Google's current analytics tool. We set it up to count the actions that matter to you, such as calls, form fills, and sales, and to give you reports that answer real questions. You get clear answers instead of confusing reports nobody trusts.

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↑ 4.2×

Actionable Insights

96%+

Event Coverage

↓ 60%

Time to Answer

85+

GA4 Properties Configured

Why Default GA4 Is Rarely Enough

The Default Problem

Only the basic actions GA4 counts on its own, like page views and clicks, with no link to your business
Key events (GA4's word for conversions) that do not match your real sales steps
No custom fields for the things that set your customers apart, like customer type or lead source
Credit for a sale left on the default setting, which gives it all to the last click
Reports nobody on the team knows how to use

Our Philosophy

GA4 records every action on your site, and it can also analyze them. We use both. We decide which actions to record so they match the steps your customers take, add the custom fields you need, build reports your team will actually use, and connect BigQuery (Google's data warehouse) when you need more than GA4's screens can show.

Deep GA4 Configuration Details

Property & Stream Architecture

Data Streams: Web + iOS + Android when relevant, with correct measurement IDs and Firebase linkage for apps.
Subproperties & Rollups: When you have multiple brands or regions that need both consolidated and separate views.
Data Filters & Settings: Your own team's visits and developer traffic filtered out, and data retention and session length set to match how your buyers really behave.

Events, Parameters & Dimensions

Key Events: Properly marked revenue events (purchase, subscribe, qualified lead) with value, currency, and transaction id.
Custom Dimensions: User-scoped (customer type, account tier), Event-scoped (lead source detail, campaign variant), and Item-scoped for ecommerce.
Enhanced Measurement + Custom: We keep what is reliable and add the custom events that actually drive decisions (demo requested, pricing viewed, account created, etc.).
BigQuery Export: Turned on and organized so marketing and leadership can run simple, ready-made queries instead of starting from raw data.

Our GA4 Configuration Process

Current Property & Data Audit

Review streams, events, parameters, audiences, explorations, attribution settings, and data quality issues in the actual reports.

Measurement Strategy Workshop

Map your funnel stages, micro-conversions, and the dimensions that actually segment performance (channel, campaign, persona, product, etc.).

Property & Stream Hardening

Correct data stream config, internal traffic rules, session settings, data retention, and consent-aware collection.

Event & Parameter Implementation

Define the full event catalog in GTM or gtag. Add custom dimensions/metrics. Wire value, currency, and item data where revenue matters.

Explorations, Audiences & Attribution

Build the funnel, path, and segment explorations you will actually use. Configure data-driven attribution and predictive audiences when data volume supports it.

BigQuery + Governance

Enable and structure export. Create useful views. Deliver documentation so the team can maintain and extend the setup.

FAQ

Common questions

What to know before you get started.

What is the difference between events and key events in GA4? expand_more

All events are collected. Key events are the ones you explicitly mark as important for reporting and optimization (formerly conversions). We mark purchase, qualified lead, subscription, and other revenue or pipeline events as key so they appear in key event reports and can be used for bidding.

How do you decide which custom dimensions to create? expand_more

We only create dimensions that will be used for segmentation or filtering in explorations or audiences. We ruthlessly prioritize the 8-12 that actually move decisions instead of creating 60 dimensions nobody uses.

Should we use data-driven attribution or stick with last non-direct click? expand_more

Data-driven when you have sufficient conversion volume (Google recommends ~3000 conversions in 30 days for the model to be reliable). For lower volume we often use position-based or time-decay and document why.

How do you handle purchase events with variable order values and multiple items? expand_more

We implement the full Google ecommerce spec: value, currency, transaction_id, items array with item_id, item_name, item_category, price, quantity. We also add custom parameters like coupon, shipping_tier, and payment_type when relevant.

Can you export everything to BigQuery and build our own dashboards? expand_more

Yes. We enable the export, set up partitioned tables, and create dbt or scheduled query views that marketing and finance can actually use. We also document the schema and common query patterns.

What about user properties vs event parameters? expand_more

User properties for relatively stable traits (customer_type, account_tier, signup_cohort). Event parameters for things that change per interaction (page_template, experiment_variant, lead_score). We keep the distinction clean.

How do you set up cross-device and cross-platform user identification? expand_more

User-ID implementation where you have authenticated users, plus Google Signals where consented. We are careful with consent and regional rules. We also document the resulting identity space limitations.

Do you turn on predictive metrics and audiences? expand_more

Only when the data volume supports stable models. We document the requirements and enable purchase probability, churn probability, and revenue prediction audiences when they are reliable enough to act on.

How do you handle multiple domains or subdomains in one property? expand_more

We use a single property with proper cross-domain configuration (via GTM linker or gtag config) and consistent measurement IDs. We create subproperties or data filters when teams need completely separate reporting.

What explorations do you usually build first? expand_more

Funnel exploration for the main conversion path, path exploration for discovery, segment overlap for audience definition, and free form for the specific questions leadership asks every month.

How do you deal with sampling in GA4 reports? expand_more

We use unsampled explorations when available, BigQuery for anything that needs precision at scale, and we are honest about cardinality and sampling limits in the documentation we deliver.

Can you fix a GA4 property that has been collecting bad data for months? expand_more

We can clean the future and create useful historical views in BigQuery, but past bad data is usually unfixable in the GA4 UI. We document what can and cannot be trusted from the old period.

How do you make sure marketing teams actually use the explorations? expand_more

We build the 5-7 explorations that answer the questions they already ask, record short Loom videos showing how to use each one, and include them in the training session. We do not hand over 40 unused explorations.

What about consent and data retention with GA4? expand_more

We set data retention to the maximum allowed by your consent framework (usually 14 months or 26 months), implement Consent Mode, and document the impact on modeling and reporting for different regions.

How long does a thorough GA4 configuration project take? expand_more

Basic hardening + key events: 2-3 weeks. Full custom dimensions, explorations, BigQuery, training and governance: 4-7 weeks depending on complexity and number of properties.

Tired of GA4 reports that raise more questions than they answer?

Get a free GA4 audit. We will show you what a properly set up GA4 account would report for your business.

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Marketing from $500 USD a month

Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.

Starting at

$500 USD per month

Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.

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What $500 a month covers

Pages
Included
Pages built around the searches your buyers actually type.
Search and ads
Included
Search and ads aimed at people ready to inquire.
Tracking
Included
Calls, forms and bookings tagged to the search, ad or page behind them.

Our team

The same people on the audit and on the work

Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.

Martin

Founder, strategy and audits

Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.

Yoana

Social and app development

Shapes social strategy and builds practical app experiences that turn attention into action.

Mike

SEO

Owns technical, local and content SEO so the right buyers find you when demand is highest.

Robert

Paid media

Plans and manages paid search and social campaigns around qualified leads.

Elmer

Analytics

Connects tracking, attribution and reporting so decisions are based on revenue-quality data.

Dino

Design

Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.

Certified and experienced

Certified where it matters. Accountable for the outcome.

Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.

Google AdsCertified

Google AnalyticsCertified

Google Tag ManagerCertified

Operating since 2010Proven experience

GA4 Configuration & EventsMake GA4 Actually Useful for Revenue.