GA4 Problems & Solutions

GA4 not showing data is usually caused by one of these common issues:

1. Incorrect tracking code installation: Verify the GA4 tracking code is properly installed on all pages
2. Wrong Measurement ID: Check that you're using the correct GA4 Measurement ID (starts with G-)
3. Ad blockers preventing tracking: Test with ad blockers disabled
4. Data processing delays: GA4 can take 24-48 hours to show data
5. Filters blocking your traffic: Check if internal traffic filters are excluding your visits

Quick Fix: Use GA4 DebugView (Admin → DebugView) to verify events are firing in real-time. If events appear in DebugView but not in reports, it's likely a data processing delay.

GA4 and Universal Analytics use completely different data models:

• Universal Analytics: Session and pageview-based tracking
• GA4: Event-based tracking model

Key Differences:

1. Session calculation: GA4 has different session timeout and engagement rules
2. User counting: GA4 counts users differently across devices and platforms
3. Bot filtering: GA4 has more advanced bot detection
4. Data modeling: GA4 uses machine learning to fill data gaps

Solution: This is expected behavior, not a problem. Focus on GA4 trends and use it as your new baseline rather than comparing absolute numbers to UA.

GA4 conversion tracking issues are usually caused by:

1. Events not firing: Use DebugView to verify events are being sent
2. Events not marked as conversions: Go to Admin → Events → Conversions and toggle on
3. Incorrect event parameters: Check required parameters are included
4. Event name mismatch: Ensure event name matches exactly (case sensitive)
5. Data processing delay: Wait 24-48 hours for conversion data to appear

Testing Steps:

1. Test conversion action on your website
2. Check DebugView for the event
3. Verify event is marked as conversion in GA4
4. Wait for data processing
5. Check conversions in reports

GA4 Real-time not working is typically caused by:

• Tracking code issues: Code not properly installed or configured
• Ad blockers: Privacy settings or ad blockers preventing tracking
• Wrong Measurement ID: Using incorrect GA4 property ID
• Internal traffic filters: Your traffic is being filtered out
• JavaScript errors: Preventing tracking code from executing

Troubleshooting Steps:

1. Open your website in an incognito window
2. Disable ad blockers temporarily
3. Check browser console for JavaScript errors
4. Use GA4 DebugView to see real-time events
5. Verify tracking code and Measurement ID

GA4 ecommerce tracking issues are often caused by:

1. Missing required parameters: Ensure purchase events include transaction_id, value, currency, items array
2. Duplicate transaction IDs: Each order must have unique transaction_id
3. Incorrect event formatting: Check parameter names and data types
4. JavaScript errors: Errors preventing purchase event from firing
5. Conversion marking: Purchase event not marked as conversion

Required Purchase Event Format:

gtag('event', 'purchase', {
  transaction_id: 'ORDER-123',
  value: 25.42,
  currency: 'USD',
  items: [{
    item_id: 'PRODUCT-123',
    item_name: 'Product Name',
    price: 25.42,
    quantity: 1
  }]
});

Testing: Use DebugView to verify purchase events fire with correct parameters when you complete a test transaction.

GA4 showing events but no sessions indicates:

• session_start event not firing: The automatic session_start event is blocked or not configured
• Enhanced Measurement disabled: Basic session tracking is turned off
• Custom implementation issues: Custom tracking code overriding default behavior
• Data processing delays: Sessions may appear later than individual events

Fix Steps:

1. Check that Enhanced Measurement is enabled in GA4 Data Streams
2. Verify session_start events in DebugView
3. Ensure gtag('config') is called before any events
4. Check for JavaScript errors preventing session tracking
5. Wait 24-48 hours for data processing

GA4 audiences not populating is usually caused by:

1. Insufficient data volume: Audiences need minimum 100-1000 users depending on type
2. Incorrect audience conditions: Too restrictive criteria or logical errors
3. Data processing delays: Audiences can take 24-48 hours to populate
4. Events not firing: The events used in audience conditions aren't being tracked
5. Lookback window: Audience conditions looking at timeframe with no data

Troubleshooting:

• Start with broader audience conditions and narrow down
• Check that triggering events are firing correctly
• Verify audience logic with AND/OR conditions
• Wait sufficient time for data collection
• Test with predictive audiences if available

GA4 bounce rate issues occur when:

0% Bounce Rate (Too Many Engagement Events):

• Too many events firing automatically (scroll, outbound clicks, file downloads)
• Custom events incorrectly configured as engagement events
• Enhanced Measurement settings too aggressive

100% Bounce Rate (No Engagement Events):

• Enhanced Measurement disabled or misconfigured
• No engagement events firing (scroll, time on page, etc.)
• Tracking code issues preventing event collection

Solutions:

1. Review Enhanced Measurement settings in Data Streams
2. Check which events are marked as "engagement" events
3. Adjust scroll tracking thresholds
4. Verify page_view and user_engagement events in DebugView

GA4 custom dimensions not working:

1. Parameter not being sent: Verify the parameter is included in your events
2. Custom dimension not registered: Register parameter as custom dimension in GA4
3. Name mismatch: Parameter names are case-sensitive and must match exactly
4. Scope mismatch: User-scoped vs event-scoped custom dimensions
5. Data processing delay: Custom dimensions can take 24-48 hours to appear

Setup Process:

1. Send parameter with events: gtag('event', 'page_view', {'custom_parameter': 'value'})
2. Register in GA4: Admin → Custom Definitions → Custom Dimensions
3. Match parameter name exactly
4. Choose appropriate scope (Event or User)
5. Wait for data processing

GA4 conversions not appearing in reports:

1. Events not marked as conversions: Go to Admin → Events → Conversions and toggle on the event
2. Data processing delay: Conversions can take 24-48 hours to appear in reports
3. Events not firing: Use DebugView to verify conversion events are being sent
4. Event name mismatch: Conversion event names must match exactly
5. Insufficient volume: Very low conversion volumes may not appear due to privacy thresholds

Verification Steps:

1. Test conversion action on your website
2. Check event appears in DebugView
3. Verify event is toggled as conversion in GA4 Admin
4. Wait 24-48 hours for data processing
5. Check conversion reports and attribution reports

GA4 filter issues and important warnings:

⚠️ CRITICAL: Data filters in GA4 are permanent and cannot be undone. They permanently delete data.

Common Problems:

• Using data filters instead of comparison filters for analysis
• Incorrect filter logic or conditions
• Filters only affecting new data, not historical data
• IP filtering not working due to dynamic IP addresses

Best Practices:

1. Use comparison views instead of data filters when possible
2. Test filter logic with small segments first
3. Create unfiltered view backup before applying data filters
4. Use audiences or segments for flexible filtering
5. Document all filters for future reference

GA4 attribution issues and solutions:

Common Attribution Problems:

1. Insufficient conversion volume: Data-driven attribution needs 300+ conversions per month
2. Attribution window settings: Default windows may not match your business cycle
3. Cross-domain tracking: Incomplete setup causes attribution breaks
4. User-ID implementation: Missing User-ID affects cross-device attribution
5. Conversion modeling: GA4 models missing data which may seem "incorrect"

Solutions:

• Review attribution model settings in Admin → Attribution Settings
• Adjust attribution windows for your customer journey length
• Implement proper cross-domain tracking
• Set up User-ID for logged-in users
• Understand that modeling is designed to improve accuracy

GA4 missing page data can be caused by:

1. Tracking code not on all pages: Verify GA4 code is installed on every page
2. Single Page Application (SPA) issues: Page changes not triggering page_view events
3. Enhanced Measurement disabled: Page views not being automatically tracked
4. JavaScript errors: Preventing tracking code from executing
5. Dynamic pages: Pages loaded via AJAX not tracked

Solutions:

1. Audit all pages for GA4 tracking code presence
2. For SPAs, implement manual page_view tracking on route changes
3. Enable Enhanced Measurement in Data Streams settings
4. Check browser console for JavaScript errors
5. Use DebugView to test page tracking across your site
6. Implement history change events for dynamic content

GA4 User ID tracking issues:

Common Problems:

1. User ID set too late: Must be set before any events are sent
2. User ID format issues: Using inconsistent format or special characters
3. Not enough logged-in users: User ID only works for authenticated users
4. Privacy settings: Users opted out of cross-device tracking
5. Implementation errors: User ID not passed correctly with events

Correct Implementation:

// Set User ID before any events
gtag('config', 'GA_MEASUREMENT_ID', {
  'user_id': 'USER_123'
});

// Or set dynamically
gtag('config', 'GA_MEASUREMENT_ID');
gtag('set', {'user_id': 'USER_123'});

Verification: Use DebugView to check that user_id parameter appears with all events.

GA4 demographics not available:

1. Google Signals not enabled: Enable in Admin → Data Settings → Google Signals
2. Insufficient user volume: Demographics require minimum thresholds for privacy
3. Users opted out: Demographics only available for users with ads personalization enabled
4. Data modeling requirements: GA4 models demographic data, which takes time
5. Geographic restrictions: Demographics may not be available in all regions

Requirements for Demographics:

• Google Signals enabled
• Sufficient traffic volume (typically thousands of users per month)
• Users must have Google ads personalization enabled
• Traffic must meet privacy thresholds

Note: Even with everything configured correctly, demographic data may be limited due to privacy protections.

GA4 Search Console integration issues:

1. Properties not linked: Must link Search Console and GA4 in Admin → Product Integrations
2. Verification issues: Both properties must be verified in Search Console
3. Data processing delay: Integration data can take 24-48 hours to appear
4. Insufficient organic traffic: Need significant organic search traffic for reports
5. Wrong property linked: Ensure correct Search Console property is connected

Integration Steps:

1. Verify your website in Google Search Console
2. In GA4, go to Admin → Product Integrations → Search Console
3. Link the correct Search Console property
4. Wait 24-48 hours for data to appear
5. Check organic search traffic volume requirements

GA4 BigQuery export problems:

1. Linking not configured: Set up BigQuery linking in Admin → Integrations
2. BigQuery project issues: Incorrect project permissions or billing setup
3. Dataset location: GA4 and BigQuery dataset must be in same region
4. Export delays: Daily exports can take 24+ hours to appear
5. API restrictions: BigQuery API must be enabled with sufficient quotas

Setup Requirements:

• BigQuery project with billing enabled
• BigQuery Admin or Editor permissions
• BigQuery API enabled
• Dataset in same region as GA4 property
• Sufficient BigQuery storage and compute quotas

Troubleshooting: Check BigQuery logs and GA4 integration status for specific error messages.

GA4 internal traffic filtering issues:

Two-Step Process Required:

1. Step 1: Define internal traffic in Data Streams → Configure Tag Settings → Define Internal Traffic
2. Step 2: Create data filter in Admin → Data Filters to exclude internal traffic

Common Problems:

• Only completed Step 1 (defines traffic) but not Step 2 (excludes traffic)
• IP address format incorrect (use CIDR notation for ranges)
• Dynamic IP addresses changing regularly
• Data filters only affect new data, not historical data

Best Practice: Test with comparison reports before creating permanent data filters. Use DebugView to verify your traffic is tagged as "internal".

GA4 app + web tracking issues:

1. Separate properties: App and web must use the same GA4 property, not separate ones
2. User ID missing: Implement User ID for cross-platform user tracking
3. App stream configuration: Ensure app data streams are properly configured
4. Firebase SDK issues: Verify correct Firebase SDK implementation for mobile apps
5. Event naming inconsistency: Use consistent event names across app and web

Setup Requirements:

• Single GA4 property with multiple data streams (web + app)
• Firebase SDK properly implemented for mobile apps
• User ID implementation for logged-in users
• Consistent event schema across platforms
• Cross-platform measurement configured

Testing: Use DebugView to verify both app and web events appear in the same GA4 property.

GA4 custom events not in reports:

1. Data processing delay: Custom events can take 24-48 hours to appear in standard reports
2. Events not firing: Use DebugView to verify events are being sent correctly
3. Naming issues: Event names cannot contain spaces or special characters
4. Wrong property: Events being sent to incorrect GA4 property
5. Custom dimensions needed: Event parameters need to be registered as custom dimensions

Event Naming Rules:

• Must start with a letter
• Can only contain letters, numbers, and underscores
• Cannot exceed 40 characters
• Are case sensitive
• Cannot use reserved event names

Quick Check: Custom events appear immediately in DebugView but take 24-48 hours to show in standard reports.