Agree on what each event means
Named around your funnel rather than the GA4 template. Each event has a definition and a purpose.
GA4 that answers business questions
An event taxonomy designed around your funnel, implemented in GTM, verified against the platforms, and documented so it stays true after the next release.
Purchase funnelGA4
EventSend when
view_itemProduct viewedbegin_checkoutCheckout openedpurchasePayment confirmedRequired purchase key
transaction_idIllustrative tracking specification. No client data.
Make measurement useful for the next decision
Give developers a clear contract
What the front end must push, when, and with which parameters. The document your developers work from.
Verify what the platform receives
Tags, triggers and variables built and versioned in your container, with a QA pass against GA4 DebugView.
Illustrative interface with sample data. No live account is connected.
How it runs
- 1Questions first
- 2Taxonomy and spec
- 3Implement and QA
- 4Document and hand over
What gets delivered
- An event taxonomy
- A dataLayer specification
- GTM implementation
- Ecommerce and key events
- BigQuery export configured
Scoped4-8 weeks, fixed scope agreed before it startsBook the audit call
If you mainly need to know whether the current property is trustworthy, the $3,000 attribution audit answers that first.
You probably need this if
- Nobody can say with confidence what a given event in your property means
- Ecommerce reports are missing items, revenue, or both
- Key events fire more than once per conversion, or not at all
- Your funnel reports break every time the product ships
- The property was migrated from Universal Analytics and never revisited
Written up in detail
Questions I get asked
Can you fix our existing property instead of rebuilding?
Often, yes. The audit establishes which it should be. Rebuilding a taxonomy is disruptive and I would rather not recommend it when a correction will do.
Do we need BigQuery?
Not on day one, but turn the export on regardless. It only collects from the moment it is enabled, so switching it on late costs you history you cannot recover.
Should we be on GA4 at all, or something like Amplitude?
Depends on whether your questions are marketing questions or product questions. I have written a full comparison at superapp scale rather than repeating it here.
Who writes the dataLayer code?
Your developers, from the spec. If you would rather I did it, that is scoped as part of the project.
Find out what is wrong first
The attribution audit establishes whether your property needs a correction or a rebuild, before either is paid for.