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GA4 conversion tracking: a 10-point checklist

Your ad decisions are only as good as your measurement. Check your GA4 setup in 10 minutes.

· 1 min read · PX Agency Team

Every budget decision you make trusts the data behind it. If the data is wrong, even the best strategy heads the wrong way. Open GA4 and go through this list point by point.

Basic setup

  1. One measurement tag: GA4 should load exactly once on the site (ideally via Google Tag Manager). A double install doubles all your data.
  2. Data retention: The default is 2 months. Raise it to 14 in Admin → Data retention, or you can’t analyse past periods.
  3. Internal traffic filter: Visits from your team and agency shouldn’t mix with customer data.

Conversions

  1. Are the right events marked as key events? Purchase, form submit, phone click. A page view is not a conversion.
  2. Value and currency on purchases: The purchase event must send value and currency, otherwise ROAS can’t be calculated.
  3. Thank-you page repeats: A refresh shouldn’t count the same sale twice (de-duplicate with a transaction ID).

Ad connections

  1. Google Ads link is set up and conversions are imported into Google Ads.
  2. Auto-tagging (gclid) is on; UTMs are consistent and lowercase.
  3. Cross-domain tracking: If checkout happens on another domain, the session shouldn’t break.

Privacy

  1. Consent Mode v2: If you get traffic from Europe, your consent tool must integrate with Google’s consent mode; otherwise ad measurement and remarketing are restricted.

What’s your score?

8 or more: your foundation is solid. 5–7: a few critical gaps. 4 or less: fix measurement before scaling budget. If you’d like to check it together, request a free pre-audit.

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