GA4 configuration is a measurement scheme, not a code inserted into the site: one data stream, events for your requests and orders, marked key actions, filtered internal traffic. We put everything through the tag manager so that the next event can be added without a site release. First, we look at what you're up to now, and there's almost always a surprise: of the 33 sites we measured, six didn't have a counter at all, and four still had the Universal Analytics config in their HTML, a system that was turned off on July 1, 2023.
working days, report and conversation for 30 minutes
30
Guarantee
calendar days for completed work
Process steps
Transparent stages with approval at every step
Total duration:3–12 days
1
Measurement map
0.5–2 working days
We paint your business actions and select parameters for each event. We approve the document for any changes on the website: it is more expensive to redo the scheme after implementation than to agree on the shore.
2
Clearing what gets in the way
0.5–2 working days
We remove dead and duplicate counters, figure out which of them is whose and who installed it. At the plastic surgery clinic, it was at this step that a snippet was found that blocked itself.
3
Property, stream, container
0-1 business day
We create or arrange the property and data stream, put the tag container. If the dispatcher is already standing and in order, the stage takes zero days.
4
Events under business actions
1-4 working days
Forms, calls, messengers, key registration steps. Where data level is required, we coordinate template edits with your developer and test each event individually.
5
Key events, connections, filters
0.5–2 working days
We mark key events, connect with the advertising office and Search Console, turn on the internal traffic filter, fix the data storage period.
6
Inspection, documentation, transfer
1-2 working days
Running each event in DebugView and in a real-time report, briefly documenting the scheme, showing the reports to your person. After a month, we return to check the events with the actual orders.
Technologies & integrations
What we build on and what it connects to
Stack
GA4 is an event model, free; reports are arranged differently than in Universal, some of the usual indicators are missing
Google Tag Manager — events without site layout; the container is loaded in the browser, the blockers eat part of the data
The data level is a reliable way to place an order; it is filled by the site itself, on closed platforms this is not always possible
DebugView — events are visible immediately; sees your browser, not all visitors
Internal traffic filters - remove your visits from reports; work by IP, the mobile Internet passes through them
Key events — advertising is optimized for them; in the free version they are up to 30 per property
Integrations
Google Tag Manager
Google Ads
Google Search Console
Looker Studio
Meta Pixel as an adjacent counter
What's included
Complete list of work and what you get as a result
We compile a measurement map: a list of actions that are a result for you, and an event for each - from this document, the settings and the report grow further
Create or streamline property and data flow: one place where data goes instead of three half-lives
We set the counter through the tag manager - you will add the next event without a developer and without laying out the site
We remove dead and redundant counters from the pages: after that, the indicators stop doubling
We customize events for your business actions: forms, calls, transitions to messengers, key registration steps
We mark key events and transfer them to the advertising cabinet so that the algorithm optimizes for a request, not for a click
We filter internal traffic and test orders so that our own visits do not create non-existent demand
We fix the data storage period and privacy settings: by default, GA4 keeps user data for 2 months, it is activated once and is not retrospectively treated
We write a short documentation of the scheme of events: names, parameters, places of activation - you can support it without us
We accept work on live data: running each event at your place, and returning after a month to compare events with actual orders
Guarantee of 30 calendar days for completed works
When this service isn't right
What's not included — so there are no surprises at delivery
Migration of historical data from Universal Analytics - It is not migrated
Conducting advertising campaigns
End-to-end analytics with CRM is a separate service
Legalization of the privacy policy
The promise that performance will improve after tuning: they will become true
Who it's for
Situations where this service delivers results
Scenario 1 of 4
Ads are running, and sessions and views are in the report
The budget is distributed according to feelings, because the cabinet does not know which clicks ended in an application. Without key events passed in, the algorithm optimizes the display based on what it sees: impressions and clicks. This is the most expensive kind of missing analytics — you pay every day and make decisions blindly.
We'll review your situation in a free audit
Scenario 2 of 4
There is no counter at all, and it turns out to be by chance
It happens more often than it seems. In a professional cosmetics store with a live catalog of 5,561 products, we did not find a single measurement tag on the main page: no dispatcher, no gtag, no pixel. The site was working, goods were being sold, but no one knew where the buyers were coming from.
Scenario 3 of 4
Analytics has been around since Universal and looks like it's working
The HTML code is there, the "Analytics" item in the menu is there, data is not collected from July 2023. In the industrial sewing machine parts B2B catalog, we found a live gtag.js with a UA-… config and no GA4 properties nearby. Three years of catalog work for 1,848 cards — and not a single measured visit.
Scenario 4 of 4
There are numbers, but they do not agree with either the cash register or the office
Classics are double counting. In the spice shop, a fresh GA4, a dead Universal Analytics, and a third-party counter worked in parallel on the pages: each system counted its own. Until the source of the duplication is technically found, there is no point in checking the report with the accounting system.
Counter via tag manager vs. code right in the template
How this option differs from the alternative
Code in the site templateOur approach
Add a new eventtemplate editing, developer queue, releaseediting in a container, half an hour, without laying out the site
Risk of double accountingcodes are deposited in various theme files and are found randomlyall tags are visible in one list, the duplicate is immediately visible
Who can changeonly the one who has access to the site codemarketer with access to the container
Consent mode and privacydone at each connection point separatelymanaged centrally for all tags at once
When another option winsa simple site with two events: direct code is lighter and without a middlemanan extra layer is noticeable if there are two events and they are unchanged
Free check of the status of analytics on the site
Before setting something up, you need to know what is going on now and how much you can trust this data. We measured it on 33 sites and saw a full range of states — from good analytics to its complete absence with the owner's complete confidence in the opposite.
What we measure
Is there even a counter on the pagesOf the 33 sites we measured, six had none: no GA4, no tag manager, no pixel. One of them is a landing page where even registrations were not measured.
Universal Analytics is not deadThe four measured sites still had the UA-… config in their HTML, a system that Google disabled on July 1, 2023. Three of them did not have GA4 at all, meaning that data had not been collected for years.
Duplicates of countersOn one site, we found a live GA4 next to a dead UA and an additional third-party meter; on the other, two GA4 streams at the same time. Both cases give double figures.
Is the tag container loadingOn one of the measured sites, the inline snippet was self-blocking: the GTM_ID variable had the value G-XCE3BLJBSP, and the exit condition checked for equality to that value, so the container never loaded. In addition, the GTM_ID field contained the identifier of GA4, not the container.
What events are coming up nowAutomatic events are not yet analytics. Let's see if there are events that match your business actions and if the purchase event doesn't fire on every update of the thank you page.
Internal traffic is not included in the reportsYour own visits, test orders and developer traffic can spoil the picture more than you think.
What you get
Report on the current state of the measurement: what is standing, what is working, what is duplicated.
A list of events that are missing for your business goals.
Assessment of suitability of accumulated data for analysis.
Conversation for 30 minutes on the document.
Timeline: 2-3 working days
Why is it free
Because the inspection takes two or three days and very often ends with the words "everything is worse than you thought." That's bad news, and it's better to hear it for free.
What's next
We provide an estimate for the implementation: basic setup, events, e-commerce, reports - in separate lines so that you can take a part.
Short form: your contact and site URL
Did not find your case?
Describe how it works on your side — we will tell you whether “GA4 settings” fits and what it means in your situation. No brief and no call: one question, one answer.
Contract, act and 30-day warranty
Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.
Sole proprietor & bank transfer
The contractor is a registered sole proprietor. Payment by invoice with closing documents.
Rights & access — yours
Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.
Client portal instead of email chains
During the project you get access to a portal: contracts, invoices, acts and project status in one place.
European clients
Among our work — projects for Norway, Bulgaria, Moldova and Spain.
Verifiable numbers
Every case in the portfolio comes with a link to a live site and a technical measurement.
Audit first, then pricing
There is no price list on the site intentionally: the scope of the same work differs multiples between clients.
We say "no" when unsure
If the task isn't ours or the deadline is unrealistic — we tell you upfront.
What affects the price
Why two seemingly identical tasks are priced differently
What is already on the siteThe net starting position is one volume of work. The property, where doubles poured in for two or three years, is different: first you need to find a source of doubling, and only then adjust something.
How many business actions should be measuredTwo events — a form and a call — and a dozen and a half design steps with product parameters are spread over different weeks. The number of events drives volume more than the size of the site.
Is it possible to edit the template?Events such as "added to cart" are kept at the data level, and are filled by the site itself. There is no access to the template or the platform is closed - some of the events are collected in workarounds, and it takes longer.
Tag manager statusAn empty or organized container saves days. A container with forty tags of unknown origin starts with an inventory: you can't turn it off at random, someone needs some of them.
Consent and Privacy RequirementsConsent banner, consent mode, separate rules for EU visitors is an additional configuration branch and a separate check that the data reaches the property at all.
Depth of reportingStandard GA4 reports are sufficient for most. Your own dashboard or uploading raw events to storage is a separate stage with its own deadline.
Cases
Tasks and results in numbers — all metrics measured by us
clinic of plastic surgery and aesthetic medicine
Task
Understand why analytics is empty, although the site has a measurement code.
Solution
Parsing page and inline snippet markup, matching identifiers with system types, checking consent mode.
Result
The snippet was blocking itself: the GTM_ID variable was assigned 'G-XCE3BLJBSP', and the exit condition checked for equality against this value - return always worked, the container never loaded. In the field for the container identifier, the identifier was GA4, not GTM. The rest of the technical part is fine: 145ms to the first byte, 89 addresses in the sitemap. Measured on 07/31/2026.
B2B catalog of spare parts for industrial sewing machines
Task
Check whether data is collected on a directory that has been in operation for several years.
Solution
Validation of measurement tags in HTML, verification of identifiers with valid systems, viewing of the site map.
Result
HTML was running gtag.js with config UA-133384797-1 - Universal Analytics, disabled on July 1, 2023. There was no GA4 property at all: for three years, the catalog for 1,848 product cards and 138 categories sold without a single measured visit, although the GTM-K2MV6P2 container was on the pages. The site itself is technically sound: 1,992 addresses in the map without a single duplicate, 388.1ms to the first byte. Measured on 07/31/2026.
a brand of natural spices with its own online store
Task
Find out why the data in the reports do not match each other.
Solution
Inventory of all counters on the page, division into live and dead, checking sitemap and language versions.
Result
Live GA4 (G-0NCJXVMDZ0), dead Universal Analytics (UA-35435275-2) and Yandex.Metrika 72635620 were working on the pages at the same time — for the Ukrainian site in 2026, there is also a reputational risk. Nearby is something that spoils the channel report: the site map has 3,971 entries for 590 unique addresses, and all 590 lead only to the Russian-language version, while the Ukrainian one is announced. Measured on 07/31/2026.
online store of professional cosmetics, catalog of over 5,000 items
Task
Calculate store conversion based on available data.
Solution
Checking the main and internal pages on any counter, counting the catalog by standard search.
Result
There was nothing to count on: on the main one there was no measurement tag — no dispatcher, no gtag, no pixel. Live catalog for 5,561 products (55 pages of 100 items and 61 for the last one), 801.2 ms to the first byte. At the same time, the sitemap returns an HTTP 200 with an empty body. Measured on 07/31/2026.
What we need from you
We can't start without this — best to prepare in advance
1Access to the site or tag manager with the right to publish the container.
2Access the existing analytics account, if any, with administrator rights.
3List of actions that result for you: order, request, call, record.
4IP addresses or otherwise identify your internal traffic.
5Decisions regarding the period of data storage and collection of additional parameters.
6Contact the site developer if some of the events require template editing.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ
Most frequently asked questions — with concrete answers
We have old analytics. Will the data be transferred?
No. Historical Universal Analytics data does not carry over to GA4—it's a different data model, not a new version of the same system. If the old property is still open, download the key reports in the table while you can. In the sample we measured on four sites, the UA config stood in HTML even in 2026, although the system has been disabled since July 2023: these years are simply not measured, and there is nothing to return them.
Why the numbers in the analytics do not coincide with the advertising cabinet?
Because the systems calculate the conversion in different ways. The office gives it to a click or impression in its window, analytics calculates according to the last source of the transition. A discrepancy of one and a half or two times is a common thing, and it is not necessary to reduce it to zero. Abnormally different: when the gap in times and in the direction of the cabinet. This is almost always double accounting of events, and you should look for it technically, not in the report settings.
Is it enough to just paste the code on the site?
To see attendance — yes. To make decisions - no. Without events for your business activities, you'll end up with sessions and viewing depth, numbers that don't solve anything. Separately about advertising: as long as the key events are not transferred to the office, the algorithm optimizes the display for clicks, because it has no other signal. Analytics starts where the report shows requests and orders, not visits.
We already have something set up, but the numbers are strange. Where to start?
From the technical part, not from the reports. Typical findings: two counters on the same page, a purchase event on the thank you page that fires on every update, internal traffic in aggregate data. We encountered a site with two GA4 threads at the same time, and a site where the tag container wouldn't load at all due to an error in the snippet itself. Such things can be seen in a few hours, not in a week.
How long to wait for normal data after setup?
Technical correctness is visible the same day in debug mode: the event either arrives with the correct parameters or it doesn't. Meaningful reports — after two to four weeks of accumulation, because there is nothing to compare earlier periods with. We deliver the real-time verification work to you and come back a month later to reconcile the events with the actual orders in your account.
Is a tag manager needed if the counter is one?
It is necessary, and the reason is not in quantity. The manager allows you to change and add events without editing the site code, that is, without a developer and without a release - and you will definitely change events. The second argument: all tags are visible in one list, and the duplicate is immediately visible there. I will honestly name the exception: a simple site where there are two events and they never change - direct code is also acceptable there.
Will the consent banner corrupt the data?
Some of the data is yes, and this is not treated by the setting. Default consent mode puts tags in the denied state until the visitor responds; on the website of the clinic from our sample, it works exactly like that. Next, GA4 completes part of what is missed by modeling, and does not see part at all. Therefore, GA4 shows a trend, not an accounting truth, and it should be deliberately reconciled with the cash register.
Will the numbers get better after the adjustment?
Most often, they will become smaller. Duplicate removal, an internal traffic filter, and a correct purchase event almost always reduce previously inflated numbers. We warn you in advance: the first reaction to the true numbers is painful, especially if plans and budgets were built on inflated ones.
Give access to the site - let's see what you're up to now.
In two or three days, we will return with a report: what is standing, what is duplicated, what is missing for your business activities. If it turns out that everything is working, we will say so.
From measured casesHTML was running gtag.js with config UA-133384797-1 - Universal Analytics, disabled on July 1, 2023
There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.