Measurement is about whether GA4 is counting the right things at the right granularity. Clean data that counts the wrong conversions, or uses inconsistent event names, produces reports that look healthy but answer the wrong questions.
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Key events admin panel
A screenshot-style image of the GA4 Admin Events list showing 4 events marked as key events (purchase, generate_lead, book_appointment, start_trial) and several others not marked (scroll, video_start, page_view, file_download), illustrating the target of 3-5 meaningful key events. A callout highlights the "Marked as key event" toggle to show where this is set in the interface.
| Check | What to look for | Pass condition | Fix if failing |
|---|---|---|---|
| Key event count | How many events are marked as key events? | 3-5 events representing real business outcomes (purchase, lead, booking, call) | Unmark vanity events (scroll, page_view, video_start); mark the ones that matter |
| Conversion counting | Is counting set to "once per event" or "once per session" for each key event? | Lead forms: once per session. Purchases: once per event. | Change in Admin: Events — click a key event and adjust counting method |
| Event naming consistency | Are all events in snake_case? Any duplicates (button_click and buttonClick)? | All events lowercase snake_case; no duplicate event names for the same action | Standardise in GTM; GA4 treats event names as case-sensitive |
| Recommended events used | Is purchase used for transactions? generate_lead for lead forms? |
Google recommended events used wherever applicable | Rename custom events to match recommended schema — unlocks GA4 ecommerce and bidding features |
| Custom dimensions registered | Are all important custom parameters registered as custom dimensions? | Every parameter you want to filter or report on is registered in Admin: Custom Definitions | Register missing dimensions; note that registration is not retroactive for user-scoped dimensions |
| Event volume sanity | How many unique event names exist in the account? | Under 50 for most sites; more than 100 is a warning sign of sprawl | Audit and consolidate; use parameters to differentiate instead of new event names |
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Event naming consistency check
A side-by-side showing the Events report with mixed-case duplicates (formSubmit, form_submit, and Form Submit all visible in the same account) versus a clean version with only snake_case standardised event names. The before state shows how GA4 treats each name as a separate event, splitting data across three rows instead of one, to illustrate the impact of the naming audit on report readability and data integrity.