Los siete setups de GA4 que corregimos en cada nuevo cliente

Google Analytics 4 has been around for years now and most setups still get the same handful of things wrong. Here are the seven we fix on every new client.

Cross-domain tracking

If your site spans multiple domains (e.g. main site + booking subsystem), 70% of GA4 installations break cross-domain tracking. The fix is two settings in admin — but it is critical for accurate attribution.

Internal traffic filters

Your team browsing the site should not count as conversions. Set up internal traffic filters using IP-based or DEFINE-INTERNAL-TRAFFIC settings. Yes, it requires configuring your office IPs. Do it anyway.

Custom events for what actually matters

The default events GA4 fires (page_view, scroll, file_download) miss the events that actually matter for your business. Set up custom events for: form starts, form completions, video plays, search queries, add-to-cart, checkout steps. Use Google Tag Manager.

Conversion definitions

Mark only the events that genuinely indicate business value as conversions. “Pageview of contact page” is not a conversion. “Submitted contact form” is. Loose conversion definitions corrupt every downstream report.

Channel grouping

GA4 default channel grouping lumps things badly. Set up a Custom Channel Group that matches how you actually think about your channels.

Audience definitions

Build remarketing audiences in GA4 for the cohorts that matter — cart abandoners, blog readers, lead form starters. These can be shared to Google Ads automatically.

Data retention

GA4 defaults to 2 months of event-level data retention. Change it to 14 months in admin. You will thank yourself in a year.

Need help with this?

If any of the above feels like a problem you have, tell us a bit about your situation and we will come back within a working day. First conversation is 30 minutes, on us.