GA4 & Google Tag Manager
Most GA4 and GTM implementations are configured correctly but governed poorly. Events fire. Sessions track. Attribution breaks at every boundary the implementation wasn't designed to cross.
When the signal breaks
This isn't about commodity tag configuration. We position GA4 and GTM as signal layer work. When organizations come to us, they face one of two critical failure modes:
1. The implementation is correct but the attribution is broken
GA4 fires. GTM is clean. The events show up in the reporting interface. Yet, the numbers don't match the CRM or booking platform. The failure is not in the syntax of the tags, but in the measurement architecture that fails to align what the platform collects with what the business actually considers a success.
2. Cross-domain and third-party platform boundaries
Booking occurs in a third-party checkout, a lead form is embedded from HubSpot, or the confirmation page exists on a different subdomain. The signal breaks across these boundaries because the implementation wasn't designed to persist identity and session state securely across disparate platforms.