GA4 out of the box measures almost nothing your business cares about, and a surprising number of installs never get further than the default tag. The result is quietly broken data: conversions that fire twice or never, internal traffic polluting every report, and channel numbers no one can reconcile with reality. Every decision made on top inherits the damage.
A proper setup starts with a question, not a tag: what does this business need to count? Then GA4 gets built to count exactly that, with named conversion events, clean channel attribution, filtered internal traffic and settings that survive UK consent requirements.
Setup and audit includes
- Property configuration audit against a documented checklist
- Conversion events designed around your actual business outcomes
- Cross-domain, referral exclusion and internal traffic hygiene
- Consent Mode v2 configured for UK and EU compliance
- Google Ads and Search Console linking done correctly
- A plain-language reporting view your team will actually open