How To
GA4 Guides
Eleven consolidated guides covering GA4 end to end — from first login to server-side tagging.
GA4 101: What is Google Analytics?
Just built a website and starting to think about marketing? Start here: why measuring matters, what Google Analytics actually does, and how to set it up — before any jargon.
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GA4 102: Events, Sessions, Users and Reports
The working vocabulary: the event model, the four report areas, and the three counting units behind every chart.
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GA4 Events 101: Events, Parameters and Key Events
What an event is, the standard events, parameters, key events, and when a custom event is genuinely needed.
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GA4 Events 102: Advanced Parameters, the dataLayer and Ecommerce
Naming that survives growth, quotas and cardinality, cleanup patterns, dataLayer wiring and the ecommerce event set.
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Google Tag Manager and the dataLayer
How GTM, the dataLayer and GA4 hand data to each other, with a first look at server-side and the Measurement Protocol.
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Useful GA4 Breakdowns: Channels, Content and Audiences
Channel groupings, brand vs non-brand, content grouping and custom dimension scope.
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GA4 Key Reports: Standard Reports vs the Explore Tab
When the standard reports are enough, when to open Explore, and the scope and sampling traps.
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Connecting GA4 to Ad Platforms
The Google Ads link in depth, and why the walled gardens never match GA4.
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GA4 and BigQuery: When, Why and How
When the export is worth it, what marketers do with it, and the schema in plain English.
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Server-Side Tracking and Google Tag Gateway
What sGTM and Tag Gateway change, where the Measurement Protocol fits, and when the infrastructure earns its keep.
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Trusting Your GA4 Numbers: Attribution, Discrepancies and Filtering
Attribution models, the Search Console gap, and keeping internal traffic out.
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The GA4 Audit Series
A structured audit of a GA4 account, in reading order — fix the bottom layer before the one above it.
Google Analytics Best Practice: A Structured Audit for Agency Analysts
A four-layer framework for auditing and improving a GA4 account. Data collection, data quality, measurement setup, and…
2The Four-Layer Model: GA4 Best Practice
Understand why GA4 problems must be fixed bottom-up, and how to sequence your audit for maximum impact. Chapter 1 of the GA4…
3Quick Audit and Common Problems
Run a 30-minute account health check and identify the inherited problems that damage report credibility most. Chapter 6 of the…
4Layer 1: Data Collection Audit
Check whether GA4 is actually capturing events on every page type, including tag coverage, enhanced measurement, and…
5Layer 2: Data Quality Audit
Verify that the events you collect describe real customer behaviour, free from internal visits, bots, and payment gateway…
6Layer 3: Measurement Audit
Audit whether GA4 is counting the right conversions with consistent event naming and correctly scoped custom dimensions.…
7Layer 4: Reporting Audit
Check whether your channel groupings, UTM consistency, and content groups produce reports that answer real questions. Chapter…
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