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 in the UK.
Analytics & Tracking
GA4 Configuration & Events
Make GA4 Actually Useful for Revenue.for the UK
Built for UK owner-led businesses competing in British search. 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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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 in the UK
- Key events (GA4's word for conversions) that do not match your real sales steps in the UK
- No custom fields for the things that set your customers apart, like customer type or lead source in the UK
- Credit for a sale left on the default setting, which gives it all to the last click in the UK
- Reports nobody on the team knows how to use
Our Philosophy
GA4 records every action on your site, and it can also analyse 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 in the UK.
Deep GA4 Configuration Details
Property & Stream Architecture
- Data Streams: Web + iOS + Android when relevant, with correct measurement IDs and Firebase linkage for apps in the UK.
- Subproperties & Rollups: When you have multiple brands or regions that need both consolidated and separate views in the UK.
- 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 in the UK.
Events, Parameters & Dimensions
- Key Events: Properly marked revenue events (purchase, subscribe, qualified lead) with value, currency, and transaction id in the UK.
- Custom Dimensions: User-scoped (customer type, account tier), Event-scoped (lead source detail, campaign variant), and Item-scoped for ecommerce in the UK.
- Enhanced Measurement + Custom: We keep what is reliable and add the custom events that actually drive decisions (demo requested, pricing viewed, account created, etc.) in the UK.
- BigQuery Export: Turned on and organised so marketing and leadership can run simple, ready-made queries instead of starting from raw data in the UK.
Our GA4 Configuration Process
01
Current Property & Data Audit
Review streams, events, parameters, audiences, explorations, attribution settings, and data quality issues in the actual reports in the UK.
02
Measurement Strategy Workshop
Map your funnel stages, micro-conversions, and the dimensions that actually segment performance (channel, campaign, persona, product, etc.) in the UK.
03
Property & Stream Hardening
Correct data stream config, internal traffic rules, session settings, data retention, and consent-aware collection in the UK.
04
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 in the UK.
05
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 in the UK.
06
BigQuery + Governance
Enable and structure export. Create useful views. Deliver documentation so the team can maintain and extend the setup in the UK.
FAQ
Common questions
Answers for businesses in the UK.
What is the difference between events and key events in GA4?
All events are collected. Key events are the ones you explicitly mark as important for reporting and optimisation (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 in the UK.
How do you decide which custom dimensions to create?
We only create dimensions that will be used for segmentation or filtering in explorations or audiences. We ruthlessly prioritise the 8-12 that actually move decisions instead of creating 60 dimensions nobody uses in the UK.
Should we use data-driven attribution or stick with last non-direct click?
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 in the UK.
How do you handle purchase events with variable order values and multiple items?
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 in the UK.
Can you export everything to BigQuery and build our own dashboards?
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 in the UK.
What about user properties vs event parameters?
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 in the UK.
How do you set up cross-device and cross-platform user identification?
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 in the UK.
Do you turn on predictive metrics and audiences?
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 in the UK.
How do you handle multiple domains or subdomains in one property?
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 in the UK.
What explorations do you usually build first?
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 in the UK.
How do you deal with sampling in GA4 reports?
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 in the UK.
Can you fix a GA4 property that has been collecting bad data for months?
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 in the UK.
How do you make sure marketing teams actually use the explorations?
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 in the UK.
What about consent and data retention with GA4?
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 in the UK.
How long does a thorough GA4 configuration project take?
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 in the UK.
Tired of GA4 reports that raise more questions than they answer in the UK?
Get a free GA4 audit. We will show you what a properly set up GA4 account would report for your business in the UK.
Get My Free GA4 Audit arrow_forwardMarketing 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 in the UK.
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 in the UK.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type in the UK.
Search and ads
IncludedSearch and ads aimed at people ready to enquire in the UK.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them in the UK.
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 in the UK.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action in the UK.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest in the UK.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads in the UK.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data in the UK.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences in the UK.
Certified and experienced
Certified where it matters. Accountable for the outcome in the UK.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010 in the UK.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓