What to review
Missing or duplicated events, inconsistent data layers and unclear conversion definitions can make reporting unreliable. Tracking should start with the business question and a documented event specification.
Approach
- Define the important journeys, events, parameters and conversion criteria with the team.
- Review the existing GA4 and GTM setup and decide which events require application or data-layer changes.
- Validate triggers, consent behaviour, parameters and duplicate firing in test and production environments.
- Build reporting around agreed definitions and document known measurement limitations.
How to validate
Use test journeys, GTM preview and GA4 debugging tools to verify events. Check reporting against appropriate operational data, investigate discrepancies and monitor changes after application releases.