If your GA4 numbers are wrong, every other decision is too

The usual symptoms

• Two dashboards, two different conversion counts
• Demo requests attributed to direct traffic
• Nobody trusts the marketing report in the board deck

The fix

1. Write a measurement plan before touching a tag
2. Standardise an event taxonomy and data layer spec
3. Move critical events server-side
4. Push closed-won revenue back into your ad platforms

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