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10 Common Mistakes We Encounter When Auditing Google Analytics and Google Tag Manager

January 16, 2025 | By Patty Kania

Google Analytics 4 and Google Tag Manager logos in a magnifying glass

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As we enter 2025, it has become essential for any organization with a website to track user behavior. The most common tools, and the two we’ll be focusing on today, are Google Analytics 4 (GA4) and Google Tag Manager (GTM). We’ve noticed that these powerful tools can quickly become problematic if not configured properly. Even experienced marketers and analysts can make mistakes that impact the quality of their data and the decisions based on it.

We frequently see the same recurring issues during audits of clients’ GA4 and GTM setups. Below, you’ll find ten of the most common mistakes we see, along with actionable tips on how to fix them.

Why Does This Matter?

Mistakes in GA4 and GTM setups can lead to inaccurate or incomplete data, which may result in poor business decisions. Imagine allocating your marketing budget based on a report that underrepresents conversions, or optimizing your website’s user experience using incomplete behavioral data. Such errors can cost you time, money, and missed opportunities.

By addressing these mistakes, you can ensure your data is accurate, reliable, and actionable. This means better insights, more effective campaigns, and ultimately, better business outcomes.

1. Ensure Proper GA4 Tag Installation

A missing or incorrectly installed GA4 tag is one of the most common issues we see. Without a functional tag, you lose the foundation of your analytics setup.

Pro Tip:
Use GA4 DebugView and Google Tag Assistant to confirm that the tag is firing properly. Periodically audit your setup to ensure changes to your website haven’t disrupted tracking.

2. Don’t Overload GA4 with Events

Tracking everything might seem like a good idea, but it often creates more confusion than clarity. Excessive events clutter your reports, making it harder to focus on what matters most.

Pro Tip:
Limit event tracking to 5–10 key interactions that align with your business objectives. Regularly review and remove irrelevant events to keep your setup clean and effective. Additionally, now is a great time to review and remove any tags in GTM still referencing Universal Analytics (which stopped collecting data in July 2023).

3. Use Consistent Naming Conventions

Event names like click1 or button123 might make sense during setup but become a nightmare when analyzing reports. Without clear naming conventions, understanding user behavior can be unnecessarily challenging.

Pro Tip:
Establish a structured naming system based on verb + noun, such as button_click or form_submit. Document these conventions and ensure your team adheres to them.

4. Configure Cross-Domain Tracking Properly

If your business operates multiple domains or subdomains, cross-domain tracking is essential for maintaining session continuity. Misconfigurations can fragment user journeys, leading to inaccurate metrics.

Pro Tip:
Create a comprehensive list of all domains and subdomains your business operates. Test session continuity using GA4’s Real-Time reports and DebugView to ensure seamless tracking.

5. Avoid Collecting Personally Identifiable Information (PII)

Sending sensitive data like email addresses or phone numbers to GA4 violates Google’s policies and may breach privacy laws like GDPR or CCPA.

Pro Tip:
Use GTM to filter out sensitive data before it reaches GA4. Implement URL sanitization scripts to remove query parameters containing PII. Regularly test your setup to ensure compliance.

6. Leverage Enhanced Measurement Features

GA4 offers built-in Enhanced Measurement features that track common interactions, such as scroll tracking and outbound clicks, automatically. Many setups fail to take advantage of these tools, leading to unnecessary custom tags.

Pro Tip:
Enable Enhanced Measurement during the initial GA4 setup. Periodically review these settings to confirm they align with your evolving analytics goals.

7. Always Use DebugView for Testing

Skipping the testing phase can lead to errors in event tracking that go unnoticed until it’s too late. DebugView is an essential GA4 tool for verifying your setup.

Pro Tip:
Combine DebugView with GTM Preview Mode to ensure every tag and event functions correctly before publishing. This dual approach minimizes the risk of errors.

8. Configure Custom Dimensions and Metrics

Default GA4 reports might not meet your specific needs. Many businesses miss opportunities to capture valuable data by neglecting custom dimensions and metrics.

Pro Tip:
Identify the specific insights you need and configure custom dimensions for things like user roles or campaign IDs that don’t track automatically in GA4. Document these configurations to maintain consistency across your team.

9. Use Dynamic Variables in GTM

Static variables in GTM are simple but limit the flexibility of your analytics setup. Dynamic variables allow you to track user behavior more effectively and adapt to changing needs.

Pro Tip:
Leverage GTM’s built-in variables, like “Click URL” and “Page Path,” to create dynamic tracking. For more advanced setups, use custom JavaScript variables to handle complex requirements.

10. Document and Maintain Your Setup

Without proper documentation, even the most well-structured setup can become chaotic over time. Lack of documentation leads to inefficiencies, especially when onboarding new team members or making updates.

Pro Tip:
Create a shared tagging plan that includes all events, triggers, and variables. Use cloud-based tools like Google Sheets or Notion for easy collaboration and updates.

Setting up GA4 and GTM doesn’t have to be complicated or overwhelming. By keeping these pro tips in mind, you can avoid the common pitfalls that lead to messy data and frustrating reports. A clear, well-organized analytics setup means you’ll spend less time troubleshooting and more time focusing on the insights that actually move the needle for your business.

Not sure if your setup is hitting the mark? Don’t worry—that’s where we come in. Whether you need a quick audit, help fine-tuning your tracking, or just someone to make sense of it all, we’ve got your back.

Get in touch with us today, and let’s make sure your data is doing the heavy lifting for you!

Taylor Brooks

Director of Marketing at GoldenComm

Ready to discuss your business with us?