GA4
GA4 configuration built around the metrics that matter to your operation - not the default views that look comprehensive but don't answer the right questions.
GA4's default configuration produces a lot of data and answers very few useful questions.
The out-of-the-box event schema captures clicks and page views with no context about which ones matter. The default reports surface sessions and users without connecting them to any business outcome. Most GA4 properties we audit are collecting enormous volumes of data while the marketing team makes decisions based on a handful of metrics they've exported to a spreadsheet because the native reporting doesn't tell them what they need to know.
Our Approach
GA4 configuration at Tactical Marketing starts with defining what the property needs to measure - the conversions, the engagement signals, and the traffic sources that are actually relevant to the business.
From there we build the event taxonomy, configure the conversion actions, set up the channel groupings that reflect how the marketing program actually works, and create the Explore reports or Looker Studio dashboards that make the data usable. Every configuration decision is documented so the internal team understands what was built and why.
Discuss GA4
Connect with Phil to discuss your operational environment, what's not behaving correctly, and how Tactical Marketing approaches the repair and governance work.
Contact Us"If you are looking for a consultant that you can trust and rely on – look no further than Tactical Marketing Automation. This team has deep skills and broad experience to address any need. They hold themselves to a high standard and deliver what they say they will do."
What We Do in GA4
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Frequently Asked Questions
We set up GA4 when Universal Analytics shut down and never trusted the numbers. Can you fix the existing property?
Yes - and most migrated properties have the same set of problems: default events counted as conversions, a duplicate tracking implementation still firing from the UA-era setup, channel groupings that don't reflect how the marketing program actually runs, and internal traffic never filtered out. We audit the property against what it should be measuring, fix the event and conversion configuration, and validate the data forward from there. Historical data can't be repaired, but the property can be made trustworthy from the fix onward - which is what your next decision depends on.
What's the difference between your GA4 work and just following a setup checklist?
A checklist configures the platform; it doesn't decide what's worth measuring. The expensive part of GA4 isn't setup - it's a year of decisions made on conversions that measured page visits instead of meaningful actions. We start with the business questions the property needs to answer, design the event taxonomy and conversion actions around them, and validate that what's being collected actually matches what happens on the site. The configuration is documented so your team knows what each event means and why it exists.
Our team can't find anything in GA4's reports. Do you build the reporting too?
Yes - and that frustration is the most common GA4 complaint, because the default reports answer Google's questions, not yours. We build custom Explore reports and Looker Studio dashboards around the specific views your team needs: which channels drive qualified conversions, how landing pages perform against each other, where the funnel loses people. The goal is reporting the team actually opens - not another interface they export from once a quarter.
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Start the conversation.
If something isn't behaving the way it should, that's where we start. Phil reads every inbound personally and responds within one business day.