GA4 for B2B: what actually matters
In B2B, GA4 should support decisions on pipeline quality and revenue direction, not vanity engagement metrics.
Recommended minimum setup
- Standardized UTM convention across all campaigns
- Intent-based events and conservative conversion definitions
- Cross-domain tracking for booking and product journeys
- CRM source capture fields populated at conversion time
- Weekly QA to detect attribution drift early
Build this with GTM + GA4 funnel events
Use the practical funnel model and event naming guide:
Open GA4 + GTM funnel guide