Define the measurement plan
List the actions that matter to the business, such as qualified enquiries, purchases or bookings.
Confirm property and access
Check the correct GA4 property and web stream, assign appropriate access and document ownership.
Plan consent before tags
Choose consent behavior based on the audience and applicable requirements. Do not collect personal information in analytics events.
Implement and validate tags
Use the chosen implementation method consistently. Check events in preview tools and DebugView before relying on reports.
Check events and key events
Use clear event names and appropriate parameters. Mark only meaningful business actions as key events.
Review referral and domain settings
Check journeys across domains and payment providers where relevant so attribution is understandable.
Validate against real actions
Complete controlled journeys and compare observed events with expected behavior. Document duplicates and missing events.
Maintain the setup
Record changes, review access, and recheck tracking after site or campaign changes.