What is Google Analytics 4?
Google Analytics 4 (GA4) is Google's web and app analytics tool. Unlike the previous version, it records every interaction as an event: a page view, a product view, an add to cart, a purchase, a form submission and so on. When set up correctly, it shows where visitors come from, what they do on the site and at which step they drop off.
The problem is that GA4 doesn't know on its own which events matter to your business. A Google Analytics 4 integration connects your website, your e-commerce platform and, where needed, your CRM to GA4 with the right events and values, and organizes your reports around that data.
The most common analytics problem we see is not missing data but unreliable data: the same sale is counted twice, test orders get mixed into reports, ad sources get lost on the checkout page. That is why, before setup, we audit the existing data and compare the numbers with your order and form records. Nobody looks at a report they don't trust; a report they do trust speeds up decisions.
What do we connect with GA4?
| Data | Direction | Frequency |
|---|---|---|
| E-commerce events (product view, cart, checkout, purchase) | Website / IMFLEXI → GA4 | Real time (subject to consent) |
| Forms, quote requests, phone and WhatsApp clicks | Website → GA4 | Real time (subject to consent) |
| Server-side events (post-payment confirmation, refund) | Server → GA4 | When the event occurs |
| Sharing conversions with Google Ads | GA4 → Google Ads | Continuous |
| Raw data export (optional) | GA4 → BigQuery | Daily |
Typical scenarios
- Cart abandonment analysis: Each checkout step is measured as a separate event, so you can see at which step users give up. For ways to fix it, see how to reduce cart abandonment.
- Reliable sales data: A purchase measured in the browser is sometimes missed or counted twice. With an event sent from the server at the moment payment is confirmed, the GA4 sales count gets close to your order records.
- B2B lead sources: Quote forms, phone clicks and catalog downloads are marked as separate events, and the report shows which channels and pages really bring in inquiries. For the basics, see GA4 core reports.
IMFLEXI and GA4
On our IMFLEXI e-commerce platform, e-commerce events come ready in a standard format; product, variant, campaign and coupon details are sent in the structure GA4 expects. If you use a different platform, we set up measurement on your existing site.
How do we work?
- Analysis: Together we list the questions your business needs answered and the events that correspond to them; we audit the current setup.
- Mapping: Event names, parameters, the actions to be marked as conversions and their values are defined.
- Testing: Each event is verified one by one in GA4's debug view.
- Go-live: Measurement is switched on; in the first weeks, GA4 numbers are compared with order and form records.
- Monitoring: An alert is raised when event counts drop unexpectedly, and measurement is checked after changes to the site.
What to prepare before we start
- Access to your GA4 property and, if you have it, Google Tag Manager
- The business questions you want your site data to answer
- Your cookie consent tool and current consent settings
- If you sell online, your e-commerce platform and checkout flow
- The Google Ads accounts linked to GA4
We audit your current setup and give you a written list of what is missing.
Security, cookie consent and KVKK
GA4 and similar measurement tools run according to the visitor's cookie choice and are set up to work with Google's consent mode. Data that directly identifies a person, such as name, email or phone number, is not sent to GA4; we also check that no such data remains in URLs. Google is a global service; processing measurement data outside Türkiye should be assessed under KVKK (Türkiye's Personal Data Protection Law) and explained in your privacy notice and cookie policy. Account access is granted on the principle of least privilege.
Related Globya solutions
To talk about your measurement setup, call +90 850 432 55 13 or use the contact page. Pricing follows a written proposal after the discovery call. Describe your needs now in 3 minutes
Frequently asked questions
GA4 is already installed. Do we still need an integration?
A basic installation only measures page views. Events specific to your business, e-commerce data and conversions have to be set up separately; we audit the current setup and fill in the gaps.
Why doesn't the sales count in GA4 match our orders?
Cookie consent, ad blockers and abandoned payments cause the gap. Server-side events and a correct setup narrow it, but do not close it completely.
Is a BigQuery export required?
No. It is useful when you want custom analysis on raw data; for most businesses, GA4 reports are enough.
Does personal data go to GA4?
Data that directly identifies a person, such as name, email or phone number, is not sent to GA4; the setup is built around that rule.