7 Common Google Analytics 4 Configuration Mistakes to Avoid

7 Common Google Analytics 4 Configuration Mistakes to Avoid

7 Common Google Analytics 4 Configuration Mistakes to Avoid

Properly configuring Google Analytics 4 (GA4) is essential to collect accurate and reliable data.

Avoiding these common mistakes will ensure you make the most of GA4’s capabilities and gain meaningful insights.

1. Not Setting the Data Retention Period

GA4 defaults to a two-month data retention period, which can be extended to 14 months.

This retention setting affects custom reports in Explorations, while standard reports remain unaffected.

Failing to adjust this setting results in the automatic deletion of older data, limiting your ability to create comprehensive custom reports.

Solution:

  • Navigate to Data Settings > Data Retention and select “14 months.”
  • Enable the “Reset user data on new activity” checkbox to extend the retention period with each user interaction.

2. Using High-Cardinality Dimensions

High-cardinality dimensions—those with over 500 unique values per day—can compromise data accuracy and make analysis challenging. For instance, tracking word counts as a custom dimension for thousands of articles may lead to excessive unique values.

Solution:
Group values into manageable ranges. For example:

  • <500
  • 500–1000
  • 1001–1500
  • 1501–2000
  • +2000

Define custom dimensions carefully to align with your analysis goals and reduce unnecessary data complexity.

3. Not Linking to a BigQuery Account

GA4 allows all users to link their accounts to BigQuery, a feature previously exclusive to Universal Analytics 360. BigQuery ensures data is never sampled, providing greater accuracy than GA4’s custom reports.

Solution:

  • Link GA4 to BigQuery by navigating to BigQuery Links in settings.
  • Create a BigQuery project with billing information. While 10 GB per month is free, additional usage costs $0.02 per GB.

Start linking early to maximize historical data collection.

4. Failing to Set Up Custom Audiences

GA4’s advanced audience-building features enable segmentation for more precise analysis. Custom audiences, such as engaged users or recent purchasers, provide valuable insights.

Solution:

  • Define audiences early in the setup process to ensure historical data collection.
  • Mark key audiences as conversions to track their performance effectively.

5. Using Auto-Migration from Universal Analytics

GA4 has a distinct data model compared to Universal Analytics (UA). Relying on auto-migration may lead to suboptimal configurations and missed opportunities for improved analytics design.

Solution:
Reevaluate and redesign your event collection strategy from scratch for a more tailored and efficient GA4 setup.

6. Not Excluding Unwanted Referrals

For e-commerce sites using third-party payment processors, GA4 may register a new session when users return from a different domain after checkout. This distorts conversion data.

Solution:
Exclude such domains from referral traffic to prevent GA4 from creating new sessions unnecessarily.

7. Choosing the Wrong Reporting Identity

GA4 offers three reporting identity options:

  • Blended
  • Observed
  • Device-based

Using the wrong identity can distort conversion data, especially if privacy thresholds are triggered.

Solution:

  • For websites without logins or user IDs, choose a device-based identity to ensure accuracy.
  • Monitor data changes when switching between identities to identify the most suitable option for your needs.

Avoiding these common configuration mistakes is crucial for accurate data collection in GA4.

Regularly monitor and maintain your GA4 setup to address potential issues and make the most of its features.

Proper configuration and ongoing analysis will help you leverage GA4 effectively for meaningful insights.