GA4 / Google Analytics 4
Most GA4 setups I inspect are technically "installed" and practically useless — a tag firing on every page, a handful of default events, and a dashboard nobody trusts enough to make decisions from. That gap between "we have analytics" and "we have answers" is the problem I solve.
What full customer-journey tracking actually means
GA4's event-based model gives you the flexibility to track anything. That flexibility is also why most implementations fall apart — without a clear framework, teams end up drowning in noise: duplicate events, inconsistent naming, parameters nobody uses, and conversions that don't match what Ads or the CRM reports.
I build GA4 implementations around the journey your business actually cares about, not the default template. That means:
- A structured event taxonomy — every event and parameter named and scoped deliberately, so your reports stay readable as the site or product grows.
- Cross-domain and cross-device tracking done properly, so a user who starts on your landing page and converts in your app, checkout, or booking system isn't counted as two different people.
- Enhanced measurement tuned, not just switched on — scroll, engagement, video, and file-download tracking configured to reflect real intent instead of firing indiscriminately.
- Custom conversions and audiences tied to the actions that actually move revenue: qualified leads, completed onboarding, repeat purchases — not just "page loaded."
- Clean funnel and exploration reports built on top of the data, so you can see exactly where users drop off and where the unexpected wins are hiding.
Why it matters
Bad tracking doesn't just mean bad reports — it means bad decisions upstream of the report. Budget gets allocated to the wrong channel, a "high-performing" campaign turns out to be a tracking artifact, and the actual growth lever sitting in your funnel stays invisible because nobody configured GA4 to see it.
A properly architected GA4 setup does the opposite: it becomes a source of truth your team argues with, not about.
How I approach it
- Audit the current setup — what's firing, what's duplicated, what's missing, and where the data disagrees with reality.
- Map the customer journey specific to your business model, from first touch to conversion (and post-conversion, where relevant).
- Architect the tracking plan in Google Tag Manager — a clean, documented structure that's maintainable by your team after I'm gone, not a black box.
- Validate every event against real user behavior before it ships, not after.
- Hand off with documentation and reporting that your marketing, product, and finance teams can all read the same way.
This work pairs closely with Consent Mode v2 and Google Ads conversion tracking — GA4 is rarely the whole picture, but it's almost always the foundation the rest is built on.
If your data doesn't hold up under a hard question, it's not ready to run a business on. Let's fix that.