Auditing GA4 and GTM to Restore Reporting Accuracy for Daily Maverick

01// The broken state

Daily Maverick suspected its Google Analytics and Google Tag Manager were misconfigured, leaving reports with inaccurate and missing data. The publisher needed a full audit of both platforms to pinpoint the root causes and restore confidence in the numbers used for decision-making.

02// What we changed

1. aAudited the GA4 and GTM configurations end to end to isolate the sources of inaccurate and missing data
2. bDisabled GA4 enhanced measurement to eliminate duplicate page view events
3. cSet a default value of 'Anonymous' for the Page View User Status parameter to clear the recurring 'Not set' values
4. dFlagged sub-domain tracking that was not configured for the client's second domain
5. eIdentified author names missing in roughly half of cases and recommended corrections for consistent reporting
6. fExplained the user-count discrepancies between Universal Analytics and GA4, noting Google Signals as a likely factor, and clarified that missing demographic data is expected when users lack Google accounts or disable ad personalization
7. gRecommended additional tracking for scroll depth, CTA clicks, and video engagement

03// The outcome

For Daily Maverick's GA4 and GTM setup, an audit disabled enhanced measurement to clear duplicate page view events and set a default Page View User Status to resolve the "Not set" gaps. Author metadata was missing in 50% of cases, and the UA-versus-GA4 user and demographic discrepancies were explained against Google Signals and account-level limits.