Solution · Analytics

Google Analytics 4 setup and audit

Installing the Google Analytics 4 tag takes minutes. Making GA4 answer useful questions — which channels bring enquiries, where buyers drop out of checkout, which pages lead to sales — takes a plan. We set up GA4 around the decisions you want to make, and we audit existing setups that collect data nobody trusts.

Updated September 25, 2026 · 3 min read · DealPro

[ 01 ]

In short

01
GA4 is built on events; the value of the setup depends on which events you define and how consistently they are sent.
02
Key events (conversions) are the actions that matter to the business: enquiries, calls, purchases, bookings, sign-ups.
03
E-commerce tracking needs a specific set of events with product and order data, not just a "thank you page" view.
04
Consent, cross-domain journeys and internal traffic must be handled, or the numbers will be misleading.
05
GA4 data is linked to Google Ads and Search Console so campaigns and organic search can be judged by outcomes.

[ 02 ]

Scope

What we set up

Measurement plan

Before touching the tag, we list the questions you want answered and the decisions they support. From that we derive the events and parameters: what counts as a lead, which steps of a form or checkout matter, which interactions show interest. The approach is described in GA4 events plan.

Events and key events

Enquiry form submissions — sent on actual successful submission, not on button click.
Clicks on phone numbers, WhatsApp and Telegram links, email addresses.
Booking steps and completed bookings.
Sign-ups and logins for web applications.
Scroll depth or video engagement where it matters for content.

The events that represent business results are marked as key events and, where relevant, imported into Google Ads.

E-commerce

For online stores: product views, add to cart, begin checkout, add shipping and payment information, purchase and refunds — with item data, order value and currency (AZN). This makes product and funnel reports in GA4 work, and allows ad platforms to optimise for revenue.

Tag management

We usually deploy GA4 through Google Tag Manager or directly in the site code, with a data layer that the developers maintain. This keeps tracking stable when the design changes.

Consent and privacy

Visitors' choices about analytics cookies are respected. Consent settings are passed to Google tags, and personal data such as names, emails or phone numbers is never sent to GA4 as event parameters. See privacy policy for websites in Azerbaijan.

Cross-domain and internal traffic

If the journey passes through several domains — a booking engine, a payment page, a subdomain — sessions are linked so the source of the visit is not lost. Traffic from your office and developers is filtered out.

Links to other tools

GA4 is linked with Google Ads, Search Console and, where needed, BigQuery for raw data export. UTM tagging rules are agreed for all campaigns; see UTM tags guide.

Auditing an existing setup

Common findings: duplicated tags that double-count page views, conversions firing on button clicks rather than successful submissions, missing e-commerce parameters, self-referrals from payment pages, and no filtering of internal traffic. We document each issue, fix it and compare data before and after.

GA4 and other tools

Some businesses in the region also use Yandex Metrica, especially for session recordings and heatmaps. The two can run side by side; the comparison is in GA4 vs Yandex Metrica. For judging advertising by actual sales, GA4 alone is not enough — see end-to-end analytics.

What we need from you

Access to the website code or tag manager, and to GA4 and Google Ads.
The list of actions that matter to the business and how they are counted today.
The domains involved in the customer journey.

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FAQ

Frequently asked questions

Can GA4 show which campaign brought a sale that closed by phone?

Not by itself. Offline sales need to be connected through a CRM and sent back to analytics or ad platforms. That is part of end-to-end analytics.

Why do GA4 numbers differ from our CRM?

Analytics measures sessions and events in the browser, affected by consent choices and blockers; the CRM records actual leads and deals. Some difference is normal; large gaps usually mean a tracking error worth finding.

Is Universal Analytics data still available?

Google stopped processing Universal Analytics data in 2023 and later removed access to it. Historical comparisons should be based on exported data or GA4 from its start date.