Marketing Analytics · ServiceMOFU
GA4 setup and audit that answers real questions
The short answer
Many GA4 properties were created by an automatic migration and never properly configured. They collect page views, report inflated conversions, lose attribution at payment-gateway redirects and can't answer the one question that matters: which marketing produced revenue?
PMG sets GA4 up around your business questions — a clean event model, correctly marked key events, eCommerce data that reconciles with your store, and reports your team will actually open.
What a proper GA4 setup includes
- An event naming convention, documented and applied consistently
- Recommended eCommerce events with item-level data
- Key events defined around real business outcomes, not micro-interactions
- Cross-domain tracking through payment gateways, booking tools and subdomains
- Payment gateways excluded as referral sources
- Internal and developer traffic filtered out
- Data retention set to the maximum available
- BigQuery export enabled for raw data ownership
- Consent Mode v2 configured
- Custom channel groupings that reflect your actual marketing
- Audiences built for remarketing and analysis
The GA4 problems we fix most
- Purchase events firing twice — on reload, or on both a thank-you page and a callback
- Revenue including tax and shipping inconsistently
- Payment gateway domains stealing credit as referrals
- UTMs stripped by redirects, so paid traffic shows as direct
- Every form submission marked as a key event
- No BigQuery export, so historical raw data is lost
How we work
- Audit the current property against your back-end data.
- Write the measurement plan — events, parameters and key events.
- Implement through Google Tag Manager, server-side where it helps.
- Validate with test transactions and DebugView.
- Build reports and Looker Studio dashboards.
- Train your team on the reports that matter.
Common GA4 problems we fix
- Purchase events firing on page refresh or on the thank-you page for every visit
- Payment gateway redirects creating "referral" traffic that steals credit
- Lead events firing on form view instead of submission
- Missing or wrong currency and value parameters
- Too many key events, confusing reports and bidding
- UTMs inconsistent across campaigns — see UTM parameters
GA4 reports worth using
| Report | Use |
|---|---|
| Traffic acquisition | Sessions and key events by channel |
| Explorations — funnel | Drop-off between steps |
| Explorations — path | What users do before and after key pages |
| Monetisation | Revenue, items and purchase behaviour |
| Advertising — attribution | Model comparison and conversion paths |
GA4 setups by business type
| Business | Key events |
|---|---|
| eCommerce | View item, add to cart, begin checkout, purchase with value |
| Lead generation | Form submissions, calls, WhatsApp clicks |
| SaaS | Sign-up, activation, upgrade |
| Content | Engaged sessions, scroll, subscriptions |
A worked example
A store's GA4 counted purchases twice and had no item data. We rebuilt the data layer, fixed duplicate tags, added ecommerce events with values and configured consent mode. Reports finally matched back-end orders closely enough to trust.
Before GA4 setup
- Measurement plan
- Data-layer access or developer support
- Consent banner
- Linked Google Ads and Search Console
Why teams choose PMG for GA4 Setup & Audit
- Measurement first. Unit economics and clean tracking come before any increase in spend.
- You own everything. Ad accounts, data and creative stay in your name; ad spend goes straight to the platforms.
- Senior hands on the account. The strategist you speak to is the person running it.
- Weekly transparency. Scorecard, change log and test board — every week.
- Short minimum terms. We keep clients with results, not contracts.
- India and international. One Mumbai team running campaigns across Indian cities and overseas markets, Mon–Sat, 7am–9pm IST.
Where we run GA4 Setup & Audit
We manage GA4 Setup & Audit for businesses across India — including Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Chennai, Kolkata and Ahmedabad — and for companies in the UAE, Saudi Arabia, the United States, the United Kingdom, Canada, Australia, Singapore and Germany. Campaigns are planned market by market, with language, currency, platform mix and privacy rules matched to each. See all Indian locations and international markets.
Free growth audit
Get a written audit for GA4 Setup & Audit.
No sales call required. Tell us where to look; a strategist replies within working hours and sends the written audit within 72 hours.
- Tracking check
- Pixels, Conversions API, GA4 events and offline conversions — what is firing, what is double-counted, what is missing.
- Wasted spend
- Search terms, placements, audiences and overlap that cost money without producing qualified leads or sales.
- Conversion path
- Landing page speed, message match, form friction and follow-up time — where interested people drop off.
- 90-day priorities
- The three changes we would make first, with the metric each one should move.
Frequently asked questions
Why are GA4 conversions higher than actual sales?
Usually duplicate events — a purchase firing on page reload, or on both a thank-you page and a JavaScript callback. We find and fix these first.
Should we export GA4 to BigQuery?
Yes, for most businesses. It's inexpensive at typical volumes and gives you ownership of raw data beyond GA4's interface limits.
Why doesn't GA4 match our ad platforms?
Different attribution models, windows and identity methods. The goal is sensible reconciliation with your back end, not identical numbers everywhere.
Can you migrate our historical data from Universal Analytics?
No — Universal Analytics data can't be imported into GA4. Export what you need for reference and rely on GA4 going forward.
How long does a GA4 setup take?
A standard setup takes one to three weeks, including testing; complex eCommerce or multi-domain setups take longer.
Do we need Google Tag Manager?
It's strongly recommended. GTM makes tracking changes faster, safer and easier to audit.
Is GA4 free?
Yes — the standard version is free; GA4 360 is a paid enterprise version.
Can you migrate our old reports to GA4?
We rebuild the reports that matter in GA4 and dashboards.
Can you fix an existing GA4 property?
Yes — we audit and correct existing setups.
Is there a long contract?
No. Minimum terms are short, because we would rather keep clients with results than with contracts.
Will we own the ad accounts and data?
Yes. Everything runs in your own accounts with partner access for PMG, and you can see it all at any time.
What do you need from us to start?
Access to ad accounts and analytics, your margins and order values (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
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