Frequently Asked Questions

GA4 data typically takes 24-48 hours to appear in standard reports. Check Realtime reports first—if you see data there, your tracking is working and you just need to wait. If Realtime is empty, verify your Measurement ID (G-XXXXXXXXXX) is correct in your code and matches your GA4 property. Also check if ad blockers or Consent Mode might be blocking the tracking.

GA4 uses an event-based data model where every interaction is an event, while Universal Analytics used a session-based model with hits. GA4 provides cross-platform tracking, machine learning insights, and BigQuery integration. Universal Analytics stopped processing data on July 1, 2023, so all websites should now use GA4.

Realtime reports update within 30 seconds to 2 minutes. Standard reports (Traffic, Engagement) take 24-48 hours. Conversion reports can take up to 72 hours. Attribution reports may take 72+ hours. This delay is due to data processing, spam filtering, and modeling.

GA4 replaced bounce rate with 'Engagement Rate.' An engaged session is one that lasts over 10 seconds, has a conversion, or has 2+ page views. To see bounce rate in GA4, you can add it as a custom metric—it's calculated as the inverse of engagement rate (100% - engagement rate).

GA4 and Google Ads use different attribution models and conversion windows. GA4 defaults to data-driven attribution while Google Ads may use different models. They also count conversions differently—GA4 can count one per session while Ads might count every conversion. Ensure your conversion windows match and consider importing GA4 conversions to Ads for consistency.

Common causes include: trigger conditions not being met, tag sequencing issues, JavaScript errors on the page blocking GTM, or the GTM container not being properly installed. Use GTM Preview Mode to debug—it shows exactly which tags fired, which didn't, and why triggers weren't satisfied.

Preview Mode issues usually stem from: ad blockers blocking Tag Assistant, the debug cookie not being set, CSP (Content Security Policy) blocking GTM domains, or browser privacy settings. Try incognito mode with extensions disabled, or add tagassistant.google.com to your CSP if applicable.

GTM (Google Tag Manager) is a tag management system—a container for deploying various tracking codes. Google Analytics (GA4) is an analytics platform that collects and reports on data. GTM can deploy GA4, but they serve different purposes. You use GTM to manage how and when GA4 (and other tags) fire.

GTM is recommended for most websites. Benefits include: easier tag management without code changes, built-in debugging, version control, and the ability to add multiple tracking tools (GA4, pixels, etc.) from one interface. Direct code (gtag.js) is simpler for basic setups but harder to maintain as tracking needs grow.

Data layer issues often come from: pushing data before GTM loads, incorrect object structure, typos in variable names, or JavaScript errors preventing the push. Verify in browser console that window.dataLayer exists and contains your data. Ensure dataLayer.push() happens after the GTM snippet.

Check these common issues: Is the conversion tag firing? (Use GTM Preview or browser network tab). Is the conversion set up correctly in GA4/Ads? Is Consent Mode blocking the event? Are you testing with a fresh session (not your own repeated visits)? For GA4, verify the event appears in DebugView before checking reports.

In GA4, all conversions are events, but not all events are conversions. An event becomes a conversion when you mark it as one in GA4 Admin → Events → toggle 'Mark as conversion.' This tells GA4 that this event represents a valuable action you want to track and optimize for.

For most forms, use GTM's built-in Form Submission trigger. For AJAX forms that don't cause page reloads, you'll need a custom event pushed to the data layer when the form successfully submits. Third-party forms (embedded iframes) may require different approaches depending on the provider.

GA4 ecommerce requires specific event names (view_item, add_to_cart, purchase) with specific parameter structures. Common issues: incorrect event names, missing required parameters (especially 'items' array), wrong data types (strings vs numbers for value), or the data layer push happening at the wrong time.

iOS 14.5+ App Tracking Transparency significantly impacted Meta Pixel tracking. Solutions include: implementing Conversions API (CAPI) for server-side tracking, verifying your domain in Meta Business Manager, configuring your 8 priority events, and ensuring Aggregated Event Measurement is properly set up.

CAPI (Conversions API) sends conversion data server-to-server, bypassing browser restrictions like ad blockers and iOS privacy changes. If you run ads on Meta, TikTok, or other platforms, CAPI significantly improves conversion tracking accuracy—especially for iOS users. It's becoming essential, not optional.

Common TikTok Pixel issues: incorrect event names (TikTok uses different names than Meta), missing required parameters, the pixel not being on all pages, or Events API not being configured. Use TikTok Pixel Helper to debug, and consider implementing Events API for better accuracy.

LinkedIn Insight Tag issues often stem from: CSP blocking the tag, ad blockers, or single-page app navigation not triggering pageviews. Verify installation with LinkedIn's Tag Validation tool. For SPAs, you may need to manually fire page view events on route changes.

Consent Mode is Google's API that adjusts how tags behave based on user consent. If you're in the EU/EEA or target EU users, Consent Mode V2 is now required for Google Ads audience features. Without it, you'll lose remarketing capabilities and some conversion data for EU users.

Ad blockers block requests to known tracking domains (google-analytics.com, facebook.com/tr, etc.). Server-side tracking can help—it routes data through your own domain first. For GA4, server-side GTM with a custom subdomain can recover 10-30% of otherwise blocked traffic.

GDPR compliance requires: getting consent before setting non-essential cookies, providing clear information about what you track, implementing Consent Mode so tags respect user choices, and having a privacy policy that explains your tracking. Use a certified CMP (Consent Management Platform) for the consent banner.

Server-side GTM runs your tags on a server you control instead of the user's browser. Benefits include: bypassing ad blockers, improved page speed (fewer client-side scripts), better data quality, enhanced privacy control, and the ability to enrich data before sending to platforms.

Server-side tracking costs $50-500+/month for hosting (depending on traffic). It's worth it if: you run significant ad spend and need accurate conversion data, you're losing 15%+ of data to ad blockers, page speed is critical, or you need advanced data control for privacy compliance.

Not entirely, but it helps significantly. By routing tracking through your own subdomain (e.g., data.yoursite.com), you avoid domain-based blocking. However, sophisticated blockers can still detect tracking patterns. Server-side typically recovers 10-30% of blocked traffic.