Intro
GA4 is powerful, but misconfigurations can quietly derail your reports. Here are five red flags:
- Conversions don’t match ad platforms – Google Ads says 120, GA4 says 85. Which is right?
- Events firing multiple times – A form submit that logs as three conversions is more common than you think.
- High direct traffic – Often a sign of broken campaign tagging or tracking.
- Flat engagement metrics – Missing enhanced measurement events can make user engagement look worse than it is.
- Bloated GTM containers – Unused tags and variables add noise and risk.
Closing
If you’ve noticed any of these in your reports, it’s time for an audit.
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