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Chapters · Intermediate
  1. Start here: what Intermediate covers and who it's for
  2. GTM tracking skeleton (paid)
  3. GA4 setup and events (paid)
  4. Meta Pixel event design (paid)
  5. E-commerce tracking after moving to a shop platform (paid)
  6. Unit economics: every number you can afford, worked back from margin (paid)
  7. Reading ad data: the four formulas behind the report (paid)
  8. Reading GA4: traffic, the shopping funnel and three-way reconciliation (paid)

Intermediate · Chapter 7 · Last updated 2026-10-01

Reading GA4: traffic, the shopping funnel and three-way reconciliation

What to look at in GA4: four reports and the question each answers, a funnel benchmarked on your own numbers, and a 15-minute weekly three-way reconciliation.

In this chapter

  • One UTM naming convention for the whole account, so every visit in GA4 traces back to the campaign and the ad that brought it
  • Which question each of four GA4 reports answers, so that afterwards you know whether to change the ads or the page next
  • Using two weeks of your own numbers as a baseline to read which step of the shopping funnel is dropping
  • A weekly three-way reconciliation of Meta, GA4 and your back office, and how the way each of the three numbers drifts tells you which line is broken
  • Which number to look at to judge whether the ads brought in business, and two real cases where the numbers didn't match
  • Turning the page problems you spot in GA4 into a hand-off sheet that you take into Advanced
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Terms in this chapter: Attribution, UTM parameters, GA4, Engaged session and engagement rate, Bounce rate