Analytics cleanup: the GA4 + GTM setup that makes decisions easier
If your reports don’t match reality, your marketing becomes guesswork. Here’s how to clean GA4 + GTM so you can trust your numbers again.
Analytics cleanup: the GA4 + GTM setup that makes decisions easier
You can’t scale what you can’t measure.
And right now, a lot of businesses are flying blind because:
Events are firing twice.
Conversions are misconfigured.
Traffic sources are messy.
Forms are tracked incorrectly.
Dashboards look “busy” but don’t answer simple questions like: which channel is bringing leads that actually buy?
Analytics cleanup is not sexy, but it’s one of the highest ROI fixes you can do—because it stops you from wasting money.
The 5 questions clean analytics should answer instantly
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Where do leads come from?
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Which pages drive conversion?
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Which campaigns produce qualified leads?
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What is the cost per lead (and cost per booked call)?
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Where are people dropping off?
If GA4/GTM can’t answer those, your setup needs work.
What to clean first
Duplicate tags and double-counted events
Often caused by:
GA4 installed directly and via GTM.
Multiple containers.
CMS plugins stacking scripts.
Conversion events that don’t reflect reality
Track what matters:
Booked call confirmation.
Form submit success.
Payment success.
Not “page view” and “scroll” dressed up as conversions.
Broken UTM discipline
If your team posts links everywhere without UTMs, your source data becomes soup.
Fix with simple rules and templates.
A modern minimum tracking setup (for service businesses)
GA4 configured correctly.
GTM with clean events for:
CTA clicks.
Form submits.
Call booking.
WhatsApp/DM clicks.
Dashboard that shows:
Leads by channel.
Conversion rate by landing page.
Top campaigns.
This is the difference between “marketing” and “measurable growth.”
Need help cleaning your GA4 + GTM setup?
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