GA4 Implementation

What's included

Property and configuration

• Property and data stream setup, or a rebuild if the existing one is past saving
• Data retention, timezone, currency, and reporting identity settings
• Internal traffic filters, developer traffic exclusion, and unwanted referral handling
• Cross-domain measurement across every domain and subdomain in the journey
• Google Ads, Search Console, and Merchant Center links
• Redaction rules so PII stops landing in your event parameters

Events and conversions

• Event taxonomy defined before implementation, with naming rules written down
• Enhanced measurement reviewed rather than left on by default, since it fires events most sites never wanted
• Custom events built in GTM with a clean trigger and variable structure
• Key events marked with counting method and attribution set to match your sales cycle
• Custom dimensions and metrics registered and scoped correctly
• User ID setup where you have logged-in users

Reporting

• Custom channel groups so paid and organic splits reflect how you actually buy media
• Report collections built around the questions your team asks
• Explorations for funnel, path, and cohort analysis
• Looker Studio connection where you want it downstream
• Debug validation on every event before handover

Deliverable

• Measurement plan listing every event, parameter, and dimension
• Walkthrough session with your team
• Thirty days of post-launch checks

Why it matters

GA4 punishes default installs. Turn it on, leave enhanced measurement alone, and you get a property diligently recording scrolls and file downloads while missing the three events your business runs on. Then someone marks eleven things as key events, attribution spreads across all of them, and the reports stop meaning anything to anyone.

The fix is unglamorous. Decide what to track, name it consistently, register the dimensions, and write it down so the next agency doesn't have to reverse engineer your container. Most of the work happens before a single tag gets published.