The audit you run before trusting any new GA4 property
A marketplace migrated to GA4 and spent two months making decisions on it before noticing half their events were misfiring. The data had been quietly wrong the whole time.
The trust-but-verify playbook:
— Open DebugView and walk the full funnel yourself, click by click
— Confirm each key event fires once, not zero or three times
— Check that purchase carries value, currency, and transaction_id
— Verify no event double-fires on history changes in the SPA
— Cross-check one day's event counts against the source system
They found add_to_cart firing on page load instead of click, inflating it 5x, and purchase missing currency so revenue read as zero in some reports.
After fixes, add_to_cart dropped from a fake 14,000 to a real 2,800, and the funnel finally matched reality.
Lesson: a fresh analytics property is guilty until proven accurate. Verify every key event before a single decision rests on it.
The Pixel Diary
@thepixeldiaries
The audit you run before trusting any new GA4 property
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