Analytics Advisor in GA4, why data quality makes all the difference

📖 Documentation : Analytics Advisor (Beta)

The three foundations of a reliable GA4 setup

✅ Fondation 1 : a consistent tracking architecture

The common issue
Poorly named events, missing parameters, and duplicated events.

What to check

Consistent naming
❌ button_click, Click_Button, btn-click
✅ click_button_[action] everywhere

Complete parameters
A purchase event without currency or transaction_id? Useless.

No duplications
Check directly in DebugView.

🔧 Tool: GA4 DebugView 

✅ Fondation 2: Consent Mode V2 properly configured

Why this is critical?
Mandatory in Europe since March 2024. Between 30 and 40 percent of your conversions may be modeled (estimated by AI) rather than directly observed.

⚖️ Update : Updates to consent mode for EEA 

Requirements: 

• a compatible CMP (Cookiebot, OneTrust, etc.)
• the four consent parameters correctly implemented
• testing in “denied” mode

🔧 Guide : Set up consent mode 

✅ Fondation 3: a structured dataLayer (e commerce)

The dataLayer is the JavaScript layer that structures your data before it is sent to GA4.

📖 Documentation : GA4 Ecommerce 

Common mistakes

• mixed currencies (EUR USD)
• inconsistent IDs
• missing parameters
• incorrect timing

Reliability test

Compare

• “What is my total revenue this month?” (Analytics Advisor)
• your back office

Gaps

• 0 to 3 percent, excellent
• 3 to 10 percent, can be improved
• more than 10 percent, structural issue

💡 Tip, test in staging using GTM Preview before going live

🔧 Tool: Google Tag Assistant 

Impact of a clean setup

For marketing teams

• diagnosis in 2 minutes instead of 1 hour
• full autonomy
• immediate ad hoc answers

For data analysts

• less time spent on repetitive tasks
• stronger focus on strategy
• more requests handled

For leadership

• KPIs in natural language
• faster decision making
• analytics accessible to everyone

Three step action plan

Step 1, self assessment (15 minutes)

Test

• “Total conversion value this week?” → compare with your back office
• “User distribution by device?” → check consistency
• “Why did the conversion rate change yesterday?” → assess relevance

If discrepancies are detected → move to Step 2

Step 2, targeted audit (2 to 3 days)

• tracking consistency
• Consent Mode V2 configuration
• dataLayer structure
• documentation

Step 3, progressive fixes

• prioritize the most critical issues
• document each fix
• test in staging
• validate results using Analytics Advisor

Data quality equals competitive advantage

AI is becoming ubiquitous in analytics. Data quality is the real differentiator. Your competitors will have access to the same tools. Only organizations with structured data governance will be able to extract reliable insights. Analytics Advisor is just the beginning. Prepare your organization for the AI wave.