Good data collection is the difference between GA4 reports you can trust and ones that quietly mislead you. Work through this checklist to make sure your data collection is set up correctly.

Enhanced Measurement

• Turn on enhanced measurement in your data stream settings
• Confirm scroll tracking is capturing 90 percent scroll depth
• Check that outbound link clicks are being recorded
• Verify site search tracking if your site has a search bar
• Enable video engagement tracking if you host video content

Custom Events

• List every action on your site that matters to your business
• Build custom events in GTM for actions enhanced measurement does not cover
• Name your events consistently, using lowercase and underscores
• Test every custom event in GTM Preview mode before publishing

Data Quality Checks

• Compare GA4 numbers against another source, like your CRM, for a sanity check
• Watch for duplicate events firing twice on the same action
• Check that your ecommerce data (if applicable) matches your order system
• Review the DebugView report while testing new tracking

Frequently Asked Questions

What is the difference between enhanced measurement and custom events?

Enhanced measurement is a set of common actions GA4 tracks automatically once you turn it on, like scrolls and outbound clicks. Custom events are ones you build yourself for actions specific to your business, like a quote request button.

How do I know if my data collection is accurate?

Compare your GA4 numbers against a source you already trust, like your CRM or order system. If the numbers are wildly different, something in your tracking setup needs attention.

BOOK A FREE 30 MINUTE CALL →
We will review your current data collection setup and flag anything that is costing you accurate data.