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GA4 mistakes that break attribution

Most teams think GA4 is installed correctly. The issue is usually configuration drift, missing standards, and weak CRM alignment.

The 5 mistakes seen most often

  1. Inconsistent UTM naming across channels
  2. Missing cross-domain tracking for booking/app flows
  3. Events marked as conversions without intent criteria
  4. No CRM capture of source data at conversion time
  5. No recurring QA for GTM tags and triggers

Related deep dive

For full B2B context, read the expanded guide:

GA4 mistakes in B2B (full guide)

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B2B Marketing Audit GA4 Attribution Problems GA4 B2B Mistakes GA4 for B2B B2B Attribution Problems Revenue Leaks in B2B B2B Lead Generation Audit B2B Content Marketing Audit Marketing Audit B2B Tracking Audit Scorecard Resources Offer Proof