Five GA4 Conversion Tracking Mistakes to Fix First

Marketing decisions are only as sound as the data behind them. These five problems are worth ruling out before you trust a GA4 report.

1. Counting the same conversion twice

This often happens when a tag fires in both the site code and a tag manager. Use DebugView to confirm that one action sends one event.

2. Marking too many events as key events

If page views and scrolls sit alongside purchases, the numbers lose meaning. Keep key events to the actions that matter to the business.

3. Ignoring consent

Consent choices affect what can be measured. Review your cookie banner and tag behaviour together, and make sure no tag fires before it is allowed to.

4. Losing the source of a visit

Payment gateways and other third-party domains can take credit for a sale. Review referral exclusions and cross-domain settings.

5. Expecting GA4 to match your CRM

The systems measure different things in different ways. Aim for a stable, explained gap rather than a perfect match.

Next step

Write down which business questions your reports must answer, then check each event against that list. If you want a second opinion, see our analytics services.