Data & Analytics
Configuring Google Analytics 4 is not simply a matter of installing an analytics tool: it means creating a reliable data foundation for understanding how users interact with the site and for making better-informed decisions about marketing and investment, from enquiries through to purchases and the performance of digital channels.
An advanced implementation of Google Analytics 4 makes it possible to support SEO, advertising and CRO decisions based on reliable, measurable data.
At Oniro we work alongside companies both on the initial configuration of GA4 and on optimising implementations that already exist, improving the quality of the data collected without losing historical information.
A standard Google Analytics 4 configuration makes it possible to collect essential data on traffic and user interactions, while an advanced setup, built around the needs of the business, allows events, conversions and traffic sources to be tracked more precisely. This makes it possible to measure the effectiveness of digital activity rather than simply recording visits.
| Area of analysis | Basic configuration | Advanced setup |
|---|---|---|
| Data collection and traffic | It provides data on how many people visit the site and where they come from, but the data often includes internal traffic (your own clicks) and does not track movement between different sites. | It excludes internal traffic, unwanted referrals and session loss between different domains. The reports therefore reflect real user behaviour rather than data distorted by internal testing, external checkouts or attribution problems. |
| Behaviour and conversions | It records only the automatic GA4 actions (such as generic scrolling). It does not distinguish which actions actually bring in a customer or an enquiry. | It tracks every key interaction: submission of specific forms, clicks on contact details, interactions with videos, scroll percentage and the exact steps leading to conversion. |
| E-commerce and sales | It monitors the number of sales but not their total value, giving an unclear picture of where users run into obstacles and abandon the purchasing process. | Complete funnel tracking, to identify the main touchpoints, the points where customers drop out (basket, checkout) and which products or promotions convert best. |
| Marketing and ROI | It allows a basic link with Google Ads, but lacks the advanced data needed to understand the actual return on ad spend (ROAS). | It allows full integration of the suites the project requires (Ads, Search Console, BigQuery). Creation of targeted audiences for remarketing and custom dimensions. |
| Privacy and reporting | Access to the standard GA4 reports, which are often complex to read, with privacy management that is not optimised. | Custom dashboards with the business KPIs and advanced configuration of Consent Mode for privacy. |
A setup is the starting point, needed when Google Analytics has to be configured from scratch.
An audit, by contrast, is needed when a tracking system is already in place but the data collected is not reliable enough to support marketing decisions, or turns out to be only partly correct.
In our Google Analytics 4 consultancy work we frequently find account configurations that have built up in layers over time and that generate incomplete data, duplicate conversions or attribution problems between channels. These anomalies distort reports, Google Ads campaigns and performance analysis.
Some of the most common problems that emerge during the technical review:
Some of the most common problems that emerge during the technical review:
Conversions configured in parallel through a plugin, custom code and Google Tag Manager.
Duplicate conversions, or conversions not tracked correctly.
Paid traffic classified as “direct” or “unassigned”.
An inability to identify which channels generate leads and sales.
Consent Mode V2 not configured correctly.
Session loss across external checkout domains.
Internal traffic and test environments included in the reports.
Incomplete customer journey tracking.
Missing event parameters.
Missing custom definitions.
Standard audience segments.
Data retention set too short for reliable historical analysis.
Through the Google Analytics audit we identify these errors and problems, and then define the measures needed to build a data tracking system that is useful for business decisions. This is the first step in our Google Analytics 4 consultancy service.
In our Google Analytics 4 consultancy we follow a structured process. We check that data, conversions and attribution are reliable before they are used in reports or advertising campaigns.
Some of the data collected by GA4 can be distorted by internal traffic, referral spam, test environments or duplicate implementations. During the setup we configure filters and validation rules to prevent these anomalies from affecting reports, funnels and conversion attribution.
GA4’s standard metrics rarely coincide with the real objectives of the business. We therefore define custom events and conversions based on the actions that generate value: qualified leads, commercial enquiries, downloads, strategic interactions or critical steps in an e-commerce funnel.
In many GA4 accounts, part of the traffic is classified as “direct” or “unassigned” because of tagging problems, cookie consent, redirects or cross-domain tracking. This makes it difficult to see which channels generate conversions.
During the Google Analytics audit we analyse these anomalies in order to improve attribution and reduce the blind spots in marketing reports.
We configure Consent Mode V2 and consent management in order to limit the data loss caused by cookie banners, contributing to data collection that is consistent with GDPR requirements. An incorrect consent configuration can compromise attribution, advertising campaigns and the quality of the reports.
We manage the tracking system through Google Tag Manager in order to configure events, conversions and advertising pixels in a controlled, scalable way. This reduces the risk of duplicate tags, fragmented implementations and manual changes to the site’s code.
An advanced implementation of Google Analytics 4 underpins well-informed marketing decisions. As an agency, we configure the system so that the data collected is reliable, consistent and usable for analysing performance, optimising investment and supporting business growth.
We analyse GA4 accounts and Google Tag Manager containers in order to identify tracking errors, duplicate configurations and attribution problems. We check events, triggers, filters, data streams and advertising integrations to detect anomalies in data collection. At the end of the Google Analytics 4 audit we provide a technical report setting out the problems, the priorities and the operational guidance for improving the reliability of the tracking.
We define the data retention rules, the settings for sharing with other Google products and the advanced measurement options, so as to adapt GA4 to the needs of the business. We configure cross-domain measurement and the properties needed to segment users and sessions correctly. Finally, we set up reports and dashboards with the relevant KPIs, avoiding an accumulation of metrics that are of no use to decision-making.
During the GA4 configuration, we assess which solution best suits your site in terms of privacy, performance and technical complexity. For client-side tracking we optimise every event tag with custom parameters and data useful for understanding the traffic acquired, whatever the channel. For server side, we design the data flow set up on the client side and move it to the server in order to increase reliability and reduce data loss.
After the audit we implement an event taxonomy consistent with the business KPIs: mandatory events, optional events and contextual parameters (category, action, label, value). We create custom conversion funnels to monitor every critical step the user takes, for example product view, add to basket, checkout and payment.
We build dashboards geared to operational decisions, not simply collections of metrics. The reports are designed to highlight anomalies, trends, channel performance and drop-out points in the funnel, so as to make analysis and prompt action easier.
Before release we check that data is collected correctly across different browsers, devices and scenarios. We check the consistency between GA4, the advertising platforms and any integrated CRM. This process makes it possible to identify errors that often only emerge once campaigns are live.
We have worked on analytics projects for e-commerce businesses with external checkouts, B2B companies with multi-step funnels, international lead generation and complex setups involving CRM, Meta Ads, Google Ads and cross-domain tracking.
Google Ads and GA4 use different attribution models, time windows and measurement logic. Very large discrepancies can, however, point to technical problems: loss of UTM parameters, duplicate tracking, cross-domain not configured, or incorrect handling of cookie consent. In both the Google Analytics 4 analysis and the Google Ads audit we identify the source of the problem and act to align the data across the platforms.
A thorough audit takes between two and four weeks on average. Timescales vary according to the type of site — e-commerce, landing page or corporate site — and the number of conversions to be analysed. We provide a precise estimate before starting, so that the work can be planned without surprises.
Server-side tracking reduces dependence on third-party cookies and increases the reliability of conversions for advertising campaigns. It does, however, require dedicated technical infrastructure and a larger investment than client-side. We therefore recommend it for projects with suitable volumes and complexity: we will assess together whether it is the right choice in your context.
No; an e-commerce site requires custom tracking in order to analyse user behaviour across the whole funnel, including micro-conversions. Without an advanced setup, part of the advertising budget is allocated on the basis of incomplete data, reducing the effectiveness of SEO and advertising optimisation.
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