Avoid These Common GA4 Mistakes on Your Website

Google Analytics 4 (GA4) is the latest version of the popular analytics tool. As with any new technology, GA4 comes with a learning curve, and many website owners and marketers may make mistakes while setting it up. In this blog, we will discuss the top GA4 mistakes website owners make and how to avoid them.

1. Not setting up GA4 properly.

Often, website owners will simply upgrade to GA4 without configuring it correctly, leading to incomplete or inaccurate data. To avoid this mistake, it's important to take the time to set up your GA4 account correctly and ensure that all of the tracking codes are in place.

Incorrect GA4 code

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-1234567890"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-1234567890');
</script>

Correct GA4 code

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-1234567890"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-1234567890', { 'send_page_view': false });
</script>

2. Not understanding the new data model of GA4.

GA4 has introduced a new data model that differs significantly from the previous version. The new data model makes it easier to analyze user behavior across multiple devices, but it requires a different approach to data analysis. To avoid this mistake, take the time to understand the new data model and learn how to interpret the new data that GA4 provides.

Example of old data model events in GA3

ga('send', 'event', 'Category', 'Action', 'Label', Value);

Example of new data model events in GA4

gtag('event', 'action_completed', {
  'event_category': 'category_name',
  'event_label': 'label_name',
  'value': 123
});

3. Not using the recommended events and parameters.

GA4 introduces new event types and parameters that can provide valuable insights into user behavior. However, many website owners don't take advantage of these new features, instead relying on the old events and parameters. To avoid this mistake, use the recommended events and parameters, and customize them to fit your specific needs.

// Example of using recommended events in GA4
gtag('event', 'conversion', {
  'send_to': 'G-1234567890',
  'transaction_id': '1234',
  'value': '19.99',
  'currency': 'USD'
});

4. Not tracking conversions correctly.

GA4 makes it easier to track conversions across multiple devices, but it requires careful setup and configuration. Many website owners make the mistake of not tracking conversions correctly, leading to incomplete or inaccurate data. To avoid this mistake, take the time to set up your conversion tracking correctly and ensure that all of the necessary events are being tracked.

// Example of incorrect conversion tracking
gtag('event', 'conversion', {
  'send_to': 'G-1234567890',
  'transaction_id': '1234',
  'value': '19.99',
  'currency': 'USD'
});

// Example of correct conversion tracking
gtag('event', 'purchase', {
  'transaction_id': '1234',
  'value': '19.99',
  'currency': 'USD'
});

5. Not setting up data filters correctly.

Data filters can help you exclude unwanted data from your reports and provide a more accurate picture of user behavior. However, many website owners don't take the time to set up filters correctly, leading to inaccurate data. To avoid this mistake, take the time to set up your filters correctly and ensure that they are filtering out the data that you don't need.

// Example of incorrect data filter
gtag('config', 'G-1234567890', {
  'custom_map': {
    'dimension1': 'user_id',
  }
});

// Example of correct data filter
gtag('config', 'G-1234567890', {
  'custom_map': {
    'dimension1': 'user_id',
  },
  'groups': 'exclude_internal_traffic'
});

In conclusion, while GA4 provides many valuable insights into user behavior, it's important to take the time to set it up correctly and understand the new data model. By avoiding these common mistakes, you can ensure that your GA4 data is accurate and provides the insights you need to improve your website and online marketing efforts.