Diagnosing and Fixing GA4 Misconfigurations for Just T-Shirt Quilts

01// The broken state

Just T-Shirt Quilts, a U.S. company that turns customers' t-shirts into quilts and wall art, was working from an incorrectly configured Google Analytics setup that produced inaccurate and incomplete reporting. They needed a thorough audit to find the root causes of the data discrepancies so the business could make strategic decisions with confidence.

02// What we changed

1. aRan a full audit of the GA4 property and surfaced the configuration issues driving the bad data: a 30-minute session timeout that was generating large numbers of 'not set' landing-page values, Google Signals left disabled (removing Gender, Age, and Interests data), data retention set to only 2 months against the recommended 14, and a blended reporting identity that still relied on two inactive methods.
2. bIdentified the absence of conversion-event tracking as a critical gap that left user engagement and conversion actions effectively invisible.
3. cRecommended raising the session timeout to 7 hours 30 minutes and extending data retention to 14 months to cut down 'not set' values.
4. dAdvised enabling Google Signals and then switching the reporting identity to device-based for more accurate, comprehensive reporting.
5. eRecommended implementing Google Tag Manager to track key business events such as form submissions, CTA clicks, and outbound links, and marking the right events as conversions.
6. fSuggested a remarketing audience targeting 'Contact Form Submitters' for tailored follow-up campaigns.

03// The outcome

A GA4 audit found misconfiguration that left reports with inaccurate and missing data: a 30-minute session timeout that produced 'not set' landing pages, 2-month data retention, disabled Google Signals, and no conversion tracking. The fixes corrected the session timeout to 7 hours 30 minutes, extended retention to 14 months, restored demographics, and stood up conversion tracking via GTM.