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GA4 configured so it answers business questions
Property setup, key events, conversions, audiences and reporting — built around what you sell, not the default install.
GA4 out of the box collects data. It does not tell you anything until it is configured around your business.
We set it up properly, document it and make the reports readable.
GA4 is one service inside layer 05 of the Growth System. The hub covers the full scope and how it connects.
What usually goes wrong
The patterns we see most often before we are involved.
The property was auto-migrated
Default settings, no key events and internal traffic mixed in.
Conversions are counted twice
Page views and form events both fire, inflating every channel.
Reports nobody opens
The interface is confusing, so decisions are made from ad platforms alone.
No link to revenue or leads
Enquiries are not tied to source, so budget follows guesswork.
The work inside GA4
Scoped to what your business needs, not a fixed package.
Property and event configuration
Clean data in from the start.
- Data streams, filters and retention
- Key events and conversions
- Cross-domain and referral exclusions
- Ads, Search Console and BigQuery links
Events, parameters and audiences
Measurement that matches your funnel.
- Measurement plan by page type
- Lead and eCommerce event schema
- Audiences for remarketing
- Custom dimensions and metrics
Reports people use
Explorations and Looker Studio views with the questions answered.
- Channel to lead or revenue view
- Landing page performance
- Attribution comparison
- Monthly narrative
GA4 sits in layer 05 of nine
Highlighted below. We check the layers either side as part of the work, because that is usually where the result is decided.
Outputs you keep
Documented, in your accounts, readable without us in the room.
GA4 audit
What is wrong, what it is costing you and how to fix it.
Configured property
Events, conversions, links and settings done and documented.
Measurement plan
One document that states what each event means.
Reporting view
A dashboard your team can read without training.
How it runs
Three stages, with a review before anything scales.
Audit and plan
Current property reviewed; measurement plan written from your funnel.
Output: audit and measurement plan
Configure
Events via GTM, conversions, audiences, links and filters set and tested.
Output: verified property and documentation
Report
Dashboards built, monthly review of what the data says.
Output: reporting view and review notes
Is GA4 the right next move?
We will say so plainly if another layer should come first.
Good fit
- You spend on more than one channel
- Decisions are being made on platform data alone
- You want reporting your team will use
Fix something first
- No tags fire at all on the site
- Ad platform tracking is also broken
- Nobody will read the report
Connected services
Start with the parent hub, or follow the layer that concerns you most.
GA4 FAQ
Can you audit an existing GA4 property?
Yes. Most engagements start there, and often the property can be repaired rather than replaced.
Do we need BigQuery?
Not usually. It becomes useful when you need raw data, longer retention or joins with CRM data.
Will GA4 match our ad platforms?
Not exactly, and it should not — they attribute differently. We make sure the differences are understood, not hidden.
Do you use Looker Studio?
Yes, for the readable layer on top of GA4 and ad data.
Find out whether your analytics can be trusted
The free growth plan includes a GA4 and conversion tracking health check.