GA4 implementation & support
Most GA4 properties were migrated in a hurry and have been quietly wrong ever since. We audit what you've got, rebuild what needs rebuilding, and stay on hand when something breaks.
What it is
Google Analytics 4 is the current version of Google Analytics, and it replaced Universal Analytics in July 2023. It isn't a new coat of paint on the old product — it's a different measurement model.
Universal Analytics thought in sessions and pageviews. GA4 thinks in events: every interaction, from a page view to a form submission to a purchase, is an event with parameters attached to it. That's more flexible and it's a much better fit for how people actually move between phones, laptops and apps.
The catch is that flexibility only pays off if someone decided, deliberately, what to collect and what to call it. GA4 will happily collect a pile of automatically-captured events and report on them, which is why so many properties look like they're working while telling you almost nothing useful.
The July 2023 deadline meant a lot of migrations were done at speed, and many were Google's automated migration, which carried old goals across as conversions without redesigning anything underneath. That leaves you with a property shaped like Universal Analytics, running on an engine that doesn't work that way.
Add to that the things GA4 doesn't do unless you tell it to — filter your own staff's traffic, handle cross-domain journeys, mark the right events as key events, keep raw data longer than 14 months — and you get reports that are confidently, plausibly wrong.
(not set) or Directform_submit, formSubmit, Form SubmittedHow we help
We go through data collection, event design, key events, attribution settings, filters, cross-domain configuration, data retention, audiences and integrations. You get a ranked list of what's wrong, what it's costing you in decisions, and what it takes to fix — not a 60-page PDF nobody reads.
We start from your commercial questions and work backwards to the events and parameters that answer them. That becomes a measurement plan and a data layer specification your developers can implement from, with naming conventions that still make sense in two years.
Key events configured to match how your business actually counts a sale or a lead, deduplicated across form and thank-you-page triggers, with enhanced conversions where they help and a documented explanation of any gap that legitimately remains against your CRM.
The BigQuery export for unsampled, unlimited-retention raw data, and Looker Studio dashboards built on top of it that answer your team's real questions rather than showing every metric Google offers.
What you get
The variable is almost always how quickly your developers can implement the data layer. We'll flag that honestly at proposal stage rather than discovering it in week three.
Questions
Because most migrations were done at speed against a hard deadline, and many were Google's automated migration, which translated old goals into conversions without redesigning anything. GA4 is an event-based model. A property that was translated rather than rebuilt tends to collect the wrong things, in the wrong shape, under the wrong names.
An audit is one to two weeks. A rebuild for a typical business site is two to four weeks including QA. Ecommerce and multi-domain setups run four to eight, and most of that is waiting on developer time for the data layer rather than anything we're doing.
If you care about data older than GA4's retention window, want analysis that isn't sampled, or need to join web data to CRM or order data — yes. The export is free from GA4's side and BigQuery storage costs most mid-sized sites a few pounds a month. If none of that applies to you, we'll say so.
Restructuring how data is collected doesn't delete what's already there, but it does create a break in comparability — events collected under the old scheme won't line up neatly with the new one. We plan for that: annotate the change date, keep the old definitions documented, and where it matters, preserve a parallel view for a period so you can bridge the two.
Yes. Retained support covers new tracking requests, re-testing after releases, keeping up with Google's platform changes, and investigating the "why has this number moved?" questions. Rolling monthly, cancellable with a month's notice.
Thirty minutes in your property, free. You'll get a straight answer on whether it's worth fixing.