GA4 & Google Tag Manager

GA4 is not “Universal Analytics 2.0”. It requires a fundamentally different approach to measurement.

We help teams design GA4 implementations that focus on meaningful event models, data quality, and long-term usability — not checkbox tracking.

Why GA4 implementations often disappoint

Many organizations migrate to GA4 quickly, carrying forward assumptions from Universal Analytics.

Common issues we encounter include:

  • Overloaded or poorly structured event models
  • Inconsistent parameter usage across teams
  • Heavy reliance on auto-collected events without intent
  • Google Tag Manager containers that grow ungoverned
  • GA4 reports that answer few real business questions

Our approach to GA4 & GTM

We treat GA4 as an event-driven measurement platform — not a plug-and-play reporting tool.

Our work typically includes:

  • Defining a clear, purpose-driven event taxonomy
  • Designing parameter standards aligned to reporting needs
  • Structuring GTM containers for clarity and maintainability
  • Reducing noise from unnecessary or duplicated events
  • Validating GA4 data against downstream consumers

This results in GA4 implementations that remain usable as products evolve and reporting needs grow.

GA4 in a broader analytics ecosystem

GA4 works best when its role in the data ecosystem is clearly defined.

We help teams understand where GA4 fits — and where it should not be overextended — especially in environments that also include Adobe Analytics, experimentation platforms, and data warehouses.

Tool selection and scope should be driven by decision-making needs, not vendor defaults.

When to engage us

Organizations typically engage us when:

  • GA4 reports are not answering key business questions
  • Event counts are high but insight is low
  • GTM containers have become difficult to govern
  • GA4 needs to coexist with other analytics platforms

Not confident in your GA4 implementation?

Request an analytics audit to review your GA4 and GTM setup, event design, and data quality — and identify clear improvements.

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