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When GA4 is quietly wrong

GA4 does not raise an error when it is configured wrong. These are the problems we meet most often in real scans, written as symptom → cause → how to check in GA4 → how to fix. The code on each post (CV-03, for example) is its number among the thirty checks AnalyticScan runs automatically.

• 15 September 2026·3 min read

  Registered as a key event, still reporting zero

  The event is right there in your key events list and the conversion count has been zero for a month. Why flipping the toggle is not the same as firing the event, and the order of checks that narrows the cause in half an hour.

  GA4ConversionsKey eventsCV-02CV-01

• 14 September 2026·3 min read

  Duplicate events: when page_view counts twice

  Pageviews per session sitting at 2 and an implausibly low bounce rate mean the same action is being counted twice. How to find a double GA4 install or an overlap with Enhanced Measurement, and clean it up.

  GA4GTMEvent collectionEV-01EV-03

• 13 September 2026·2 min read

  When purchase has no value or currency, and ROAS never appears

  Purchase counts arrive but revenue reads zero and ROAS is blank in your ad reports. Why GA4 refuses to calculate the money, and how to confirm and fix it in DebugView in five minutes.

  GA4EcommerceConversionsCV-03PR-05

• 7 September 2026·5 min read

  7 things that make GA4 data untrustworthy

  Conversions counted as zero, ROAS that will not calculate, staging traffic in production. The seven GA4 problems we find most often, with how to check and fix each one.

  GA4Data qualityGuideCV-02CV-03TG-02EV-01EV-04ST-01PR-04