The Complete GA4 Setup Guide
A practical, end to end guide to setting up Google Analytics 4 the right way: from creating your property and installing GA4 to configuring data collection, events, custom dimensions, audiences, reporting and validation.
Reference / Manual
The GA4 & GTM reference manual.
The long-form playbooks, organised by subject. Start at the top for a clean build, or jump to the part you are fixing.
EDITION 2026.2 5 PARTS 17 CHAPTERS UPDATED 2026-06
Start here
The Complete GA4 Audit Guide
A step-by-step GA4 audit checklist covering implementation, configuration, consent mode, and data validation for analysts, marketers, and developers.
Part 01
GA4 setup & configuration
What Is GA4 (Google Analytics 4)?
A plain-English guide to what GA4 is, how Google Analytics 4 differs from Universal Analytics, the event-based model, and the key concepts you need to understand it.
Part 02
GTM & server-side tagging
What Is Google Tag Manager? A Plain-English Guide
A plain-English guide to what Google Tag Manager (GTM) is, how tags, triggers and variables work, how GTM differs from Google Analytics, and how to get started.
Google Tag Gateway
A complete guide to Google Tag Gateway for Advertisers: how first-party tag infrastructure works, CDN setup across major platforms, and pairing with server-side tagging.
Client-Side vs Server-Side Tagging in GTM
A practical guide to client-side vs server-side tagging in Google Tag Manager, covering how each works, where client-side falls short, costs, privacy, and when to use which.
The Analytics Storage Variable in Google Tag Manager
Google Tag Manager now reads GA4 Client ID, Session ID, and Session Number natively. Learn how the new Analytics Storage variable replaces fragile custom cookie parsing.
Server-Side Tagging for Businesses: When It's Worth It (And When It's Not)
A practical guide to deciding whether server-side tagging is worth it for your business, covering data quality, privacy, infrastructure, costs, and implementation.
Part 03
Tracking & conversions
Complete Guide to Google Ads Conversion Tracking Setup with GTM
A complete guide to Google Ads conversion tracking with GTM, covering every conversion type, enhanced conversions, dynamic values, Consent Mode v2, and troubleshooting.
GA4 Measurement Protocol Complete Implementation Guide
A complete guide to the GA4 Measurement Protocol: how server-to-server tracking works, why it matters, setup prerequisites, and step-by-step technical implementation.
Shopify GA4 Checkout Extensibility Playbook
Lost GA4 purchase events after Shopify Checkout Extensibility? Diagnose every root cause and restore accurate tracking with Custom Pixels and server-side fixes.
Meta AI Tracking Revamp
How Meta's April 2026 moves, AI-enhanced Pixel, one-click Conversions API, and employee behavioral tracking, are reshaping ad measurement and what advertisers should do.
The Complete UTM Tracking Playbook
A practical guide to building, managing, and troubleshooting UTM parameters in GA4, with GTM, Klaviyo, and Salesforce platform setup and naming conventions.
Track UTM Parameters in Salesforce Forms via GTM
A complete GTM guide to capturing UTM parameters and sending them to Salesforce via hidden form fields for clean, reliable lead attribution.
Part 04
Google Data Studio reporting
GA4 in Google Data Studio (formerly Looker Studio): The Complete Guide
A complete, practical guide to building GA4 reports in Google Data Studio (formerly Looker Studio): connecting your data, designing dashboards, choosing the right charts, blending sources, using templates and avoiding the common pitfalls.
Part 05
Audit & validation
Start here
The Complete GA4 Audit Guide
A step-by-step GA4 audit checklist covering implementation, configuration, consent mode, and data validation for analysts, marketers, and developers.
What Does a GA4 Audit Include
A GA4 audit is a structured review of everything that determines whether your analytics data is trustworthy, from how the tracking code fires to how the property is configured.
How to Check if Google Analytics is Installed
A complete walkthrough, from a 30-second page source check to network-level request inspection, for verifying your GA4 tracking code is live and firing correctly.
END OF CONTENTS 17 CHAPTERS
Looking for shorter how-tos and recent notes? Browse the full index.
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