GA4 Mistakes That Break B2B Revenue Tracking
GA4 is often installed correctly but configured in ways that make B2B reporting unreliable.
This is one of the most common causes of misleading reporting and poor decisions in B2B teams.
Why this happens
- Events track activity, not buying intent
- Conversions are disconnected from CRM outcomes
- GTM setups drift over time without governance
Why it’s dangerous
- Leads to wrong channel decisions
- Creates false confidence in numbers
- Wastes budget or slows growth
What to do instead
If this problem shows up in your setup, the fastest way to get clarity is a focused audit that looks across analytics, attribution, and CRM together.
See the B2B Marketing Audit