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GA4 Configuration Audit

GA4 ANALYTICS AUDITOR • FREE PUSH TOOL

Is your Google Analytics 4 misreporting sales?

Check 6 critical GA4, GTM and Consent Mode v2 settings. See whether your Google Ads algorithms are optimising on bad data, and how much budget that costs you. Result in 60 seconds — no login.

10+ years of e-commerce analytics experience • Google-certified specialists
Monthly ad budget (Google Ads + Meta Ads) 15,000 PLN
GA4 errors hit Smart Bidding directly — the algorithms learn from falsified conversion data.
Your store platform WooCommerce
6 control questions about GA4 & GTM configuration
1
Do you see payment gateways (PayU, Przelewy24, Autopay, BLIK, tpay) as traffic or transaction sources in GA4 reports?
Check: Reports → Acquisition → Traffic acquisition. If you see gateway domains there, Google Ads and SEO attribution is completely distorted.
2
Does your cookie banner support the Google Consent Mode v2 advanced mode?
Since March 2024 the ad_user_data and ad_personalization signals are required. Without them Google Ads remarketing and behavioural modelling do not work.
3
What is the gap between GA4 revenue and actual sales in your store panel (CMS/ERP)?
Compare net revenue from the last 30 days in your store panel with the "Monetisation → E-commerce purchases" report in GA4.
4
Do the funnel events (view_item, add_to_cart, begin_checkout, purchase) fire correctly, without duplicates?
A common error: re-sending a purchase transaction after the thank-you page is refreshed, or missing parameters in the items array.
5
Has event data retention in the GA4 admin panel been extended to 14 months?
The Google default is only 2 months. After that you cannot run year-on-year comparisons in Explorations!
6
Does your store use server-side tracking (Server-Side GTM or Meta CAPI)?
Ad-blocking extensions and the Apple Safari ITP mechanism cut up to 25% of client-side events. Server-side recovers that data 100%.
LIVE DIAGNOSIS OF YOUR GA4
82% HEALTH SCORE
Store analytics health
Needs optimisation

Google Ads algorithms receive distorted data, which lowers return on investment (ROAS).

Estimated monthly ad-budget waste 2,250 PLN
Estimated annual media-efficiency loss 27,000 PLN

*Estimate: inefficient Google Ads Smart Bidding bids, distorted attribution and conversion loss caused by configuration gaps.

Based on audits of over 100 online stores: removing payment gateways from attribution, correct Consent Mode v2 deployment and transaction deduplication recover on average 15–28% higher Performance Max campaign efficiency within 30 days.
Health of the 4 pillars of e-commerce analytics
1. Clean attribution and no payment gateways in sources100%
2. Consent Mode v2 compliance and protection from penalties100%
3. E-commerce funnel precision and revenue consistency75%
4. Server infrastructure and data retention50%
Your dedicated GA4 fix plan
Priority 1: Exclude payment-gateway domains from sessionsCRITICAL

PayU, Przelewy24, Autopay or BLIK domains overwrite the customer's source. In the GA4 data stream settings add them to the "Unwanted referrals" list so attribution returns to your Google Ads and SEO campaigns.

Priority 2: Deploy advanced Consent Mode v2CRITICAL

Configure the banner integration with Google Ads signals (ad_user_data, ad_personalization) in Advanced mode. This restores lost-conversion modelling and automated bidding algorithms.

Priority 3: Protect against purchase event duplicationHIGH

Implement a mechanism that blocks another purchase tag call after the thank-you page is refreshed (localStorage / sessionStorage transaction_id).

Priority 4: Change data retention to 14 monthsMEDIUM

In Admin → Data settings → Data retention move the slider from 2 to 14 months for custom reports and Explorations.

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Unlock the full fix plan for your store
Fill in your details to receive a detailed step-by-step fix checklist tailored to your platform. With your consent we will verify selected GA4 parameters free of charge.
Your data is safe. We only get in touch with a free analytics audit proposal.

    GA4 health check in e-commerce — how to interpret the result?

    The GA4 configuration auditor above analyses the key touchpoints between your store's code, the Google Tag Manager (GTM) container and the Google Ads and Meta Ads algorithms. The tool was built by the engineers of PUSH — e-commerce conversion and analytics specialists based on audits of over 100 online stores in Poland.

    Money, not statistics Bad GA4 data is not a cosmetic panel issue — it is direct ad-budget waste caused by Smart Bidding algorithms.
    Consent Mode v2 compliance Since March 2024, failing to pass the ad_user_data and ad_personalization parameters paralyses Google Ads remarketing campaigns.
    100% attribution precision Removing payment gateways and session loops restores a realistic profitability (ROAS) view of SEO, Ads and social media channels.

    Why does GA4 lie in 7 out of 10 online stores?

    Google ad algorithms learn from conversion data — falsified data = wrong bids and a burnt budget

    Most online stores migrated from Universal Analytics (UA) to Google Analytics 4 (GA4) in a hurry or with unverified CMS plugins. As a result the analytics reports fictitious data: transactions attributed to the PayU/Przelewy24 gateways, the same purchase recorded several times after a cart refresh, or historical data cut off after just 60 days.

    Payment gateways in sources A customer returning from the bank starts a new session referred by the payment operator. GA4 attributes the revenue to PayU instead of the paid ad.
    Purchase event duplicates No deduplication by transaction_id means every refresh of the thank-you page artificially inflates reported revenue by 5–15%.
    Default 2-month retention Google deletes granular data after 2 months by default. The store owner cannot compare customer behaviour year on year.

    Instead of theory — analytics and CRO results at PUSH

    MANUFACTURER • B2B/B2C Rolexpress: PLN 50k → PLN 200k per month

    A complete clean-up of GA4 attribution, a simplified purchase flow and product analytics implementation. Higher sales at a better margin.

    See the case study →
    MAGENTO 2 • FASHION Bonmario: +100% revenue year on year

    Advanced e-commerce tracking on Magento 2 combined with speed optimisation (LCP 6.2s → 1.8s) and product page improvements.

    See the case study →
    AI • ANALYTICS 3 specialist stores in 4 months

    Rapid delivery of a new e-commerce architecture with integrated Server-Side GTM tracking, Consent Mode v2 and fully consistent funnels.

    See the case study →

    Frequently asked questions about GA4 configuration in e-commerce

    This happens when a customer is redirected back to the store after visiting the bank or payment operator, and the gateway domain has not been added to the "Unwanted referrals" list in the GA4 data stream. The browser treats that return as a new referral session, attributing the entire cart value to the payment operator. As a result, Google Ads or SEO appear in the reports as if they generated no sales at all.

    Consent Mode v2 is a standard required by Google since March 2024 for every entity serving ads to users in the European Economic Area. It introduces two key parameters: ad_user_data (consent to send user data for advertising purposes) and ad_personalization (consent for remarketing). If your cookie banner does not pass these parameters, Google Ads disables remarketing audiences and Performance Max campaigns lose the ability to model conversions.

    In a correctly configured online store the discrepancy between the GA4 monetisation report and the CMS/ERP order panel is usually 5–10%. It stems mainly from users running tracking blockers (ad blockers) and from restrictive Safari ITP privacy policies. If the gap in your store exceeds 15–20%, it points to a serious technical error in firing the purchase tag or in the data-layer (dataLayer) integration.

    Traditional tracking runs in the customer's browser (client-side), where it can easily be blocked by browser extensions or cut short by Apple's cookie policy (up to 24 hours). Server-Side GTM moves the measurement logic to a secure server in your own subdomain. This recovers 15% to 25% of lost transactions, extends the life of analytics cookies and speeds up store loading by taking the load off the user's browser.

    When you create a new GA4 property, Google sets the retention period for user and event data at just 2 months by default. This concerns advanced custom reports (Explorations). If you do not change this setting manually to the maximum of 14 months in the admin panel, after 60 days you lose the ability to analyse multi-month purchase paths and compare user behaviour with the same period last year.

    The PUSH analytics audit is a thorough technical verification covering: full dataLayer validation at every stage of the journey, event tests in GA4 DebugView, an audit of the GTM container configuration, verification of Consent Mode v2 against Google and GDPR requirements, gateway exclusions and Google Ads goal configuration. The client receives a report listing the detected issues plus ready-to-deploy code implemented by our engineers. A free initial consultation can be booked on 721 725 577.

    Want 100% certainty that your analytics is not burning budget? Order a full technical GA4 & GTM audit. We will check your store within 48 h and implement the fixes.
    Order the GA4 and GTM audit → 721 725 577
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