Google Analytics 4 Consulting

GA4 is useful when the event model reflects the business and the collected data can be verified. I treat reporting as the output of measurement architecture, not the starting point.

What I inspect first

• Which events are actually business-critical
• Whether conversions are duplicated, missing or defined inconsistently
• Ecommerce item, value, currency and transaction data
• Referral, cross-domain and attribution problems
• Google Ads linking and conversion flows
• GTM / dataLayer implementation behind the reports
• Whether the same action tells a different story in GA4 and Google Ads

What I change

That can mean rebuilding event and conversion definitions, repairing ecommerce payloads, cleaning referral behaviour, fixing cross-domain measurement, validating ad-platform integrations or reducing an event model that became unnecessarily complex.

What a useful result looks like

The account should end with a documented primary conversion model, consistent parameters and a validation path. If a number matters enough to make a bidding or budget decision, there should be a practical way to verify how that number was collected.