In this talk, Stephen will expose the GA4 setup mistakes that quietly distort growth data. He’ll show how misfiring events, duplicated sessions, bad attribution, and missing consent flows reshape the way teams read retention, funnels, and user behavior. Stephen will walk the audience through a simple, practical process for auditing GA4, fixing the biggest gaps, and keeping tracking clean without relying heavily on developers.
Key takeaways: By the end of the session, the audience will learn:
1. The most common GA4 setup mistakes and how to fix them.
2. How broken analytics skews retention and funnel insights.
3. How to validate tracking without overwhelming developers.
4. What to measure by default to stay audit-ready.
5. How clean data improves UX, conversion, and team focus.