Summary of all 2024 GA4 Audits: Top Mistakes to Avoid in 2025

Watch the workshop below for a remastered GA4 audit—featuring fresh insights, new learnings, and the latest key updates.

(Free on-demand recording, available for a limited time only)

What to expect from the workshop

A lot can change in a year—not only has Google Analytics 4 (GA4) introduced significant updates to data processing and consent management, but your own digital landscape may have evolved as well. Your website, sales funnels, and tracking setups might have shifted, creating room for mistakes and data discrepancies. Additionally, Google’s continuous updates bring new challenges for B2B marketers, making it even more crucial to ensure your analytics is in top shape. That’s why conducting a thorough GA4 audit at least once a year is essential—to keep pace with Google’s changes and ensure your analytics align with your current business reality.

We’ll share insights from 20 GA4 audits conducted over the past year for B2B tech companies. Attendees will receive a custom Looker Studio self-audit template designed to help identify common issues in your GA4 accounts.

In this workshop, we’ll cover common GA4 reporting headaches, why they happen, and how to fix them. We’ll cover how to address issues like Unassigned and (not set) traffic, navigate GA4’s complexities—including reporting discrepancies and consent-related attribution glitches—and spot red flags in your reports that may indicate deeper problems.

Join us to discover common GA4 tracking mistakes and get tips on how to audit your account effectively.

Summary of all 2024 GA4 Audits: Top Mistakes to Avoid in 2025

Get private access to the workshop recording.

Speaker & instructor: Alexandra Poulopoulou from Holini

Figure out if your data is telling the full truth

What you’ll learn – key takeaways & workshop highlights

Understand what feeds “unassigned” and “not set” traffic and how to solve it

Spot the most common warning signs in your reports and act faster

Identify the false over-attribution issues in your account and minimize the impact

Learn the most common GA4 setup mistakes B2B companies make and how to avoid them

Trusted by fast-growing tech companies around the world.

Series C

Total funding: $192.3M

Series A

Total funding: $12.3M

Series A

Total funding: $11.1M

Series B

Total funding: $23.5M

Series A

Total funding: $9.6M

Series A

Total funding: $15.6M

Series A

Total funding: $19.3M

Series A

Total funding: $10M

Series A

Total funding: $11.9M

Bootstrapped

Self-funded

Seed

Total funding: $3M

Seed

Total funding: $2.7M

Expect a no-fluff session packed with insights on Google Analytics in B2B.

Speaker & instructor of the workshop

Alexandra brings over six years of hands-on experience in analytics, guiding businesses with data-driven strategies.

Being involved in several analytics projects across diverse industries, Alexandra knows the ins and outs of the data lifecycle—from gathering and storing data to analyzing it for the benefit of B2B companies.

Beyond her technical expertise, Alexandra has conducted multiple trainings on Google-related topics and looks forward to sharing her knowledge with you once more.

Speaker & instructor: Alexandra Poulopoulou from Holini

What B2B marketers are saying about Holini

“Working with Holini has been one of my greatest experiences about data-driven analytics. I have worked with several agencies and analytics professionals in the past and I have never seen such a level of implication, accuracy and relevant advice. I have liked especially their hands-on approach, it’s not that you get an amazing audit full of specific steps but also someone who will implement them with the precision of a surgeon. They also created ad-hoc reports on GA for a better understanding of all the event tracking they have deployed.

I would like to recommend them, whenever you need analysts with in-depth technical knowledge of GA and GTM implementation or a Google ads agency that delivers.”

Elena Benito Ruiz

Chief Marketing Officer at BeeBole

“After seeking advice from countless marketing and analytics agencies and freelancers, I thought my tracking problem was unsolvable. That was until I found Holini.

The Holini team was able to understand the problem instantly and shared detailed solutions that even a non-developer could easily understand (I’m a marketer). Their help has been insurmountable to our company’s growth, in which we have a plan in place to accurately track users and make data-driven data solutions.

Being a former Director of Paid Media at a large growth agency (100+ org), we couldn’t even solve this problem. That said, the team at Holini knows their stuff, and I highly recommend anyone looking for agency services.”

Sam Lepak

Head of Growth at Matter

Start watching

Name	Type	Duration	Description
conseno_consent	1st party cookie	1 year	This 1st party cookie stores consent-related information. It includes the consent status, consent details, a unique consent ID and record ID, the consent language, region, and timestamps. This is needed for legal purposes to maintain the preferences of website visitors during their time on the website.
static.conseno.com	3rd party requests	none	These 3rd party requests load scripts to display the consent banner on the website. They load the Conseno script to ensure legal compliance by collecting and managing visitors' consent for various data processing activities.
loc.conseno.com	3rd party requests	none	These 3rd party requests help identify the country-level location for legal purposes. They use masked (anonymised) IP addresses to determine the country of the website visitor. They won't collect any personal data or full IP addresses of visitors.
log.conseno.com	3rd party requests	none	These 3rd party requests help record the website visitor's consent decisions in a corresponding log with a digital timestamp, which is necessary to ensure compliance with legal and data protection requirements.

Name	Type	Duration	Description
_ga_53GWBYCCNZ	1st party cookie	2 years	This 1st party cookie helps us understand how visitors use our website. It includes a unique identifier for tracking user interactions, session data, and user activities. This information is used to analyse website usage and performance, and to improve the user experience.
_ga	1st party cookie	2 years	This 1st party cookie helps us gather data about how visitors use our website. It contains a unique identifier to compile statistics on user behaviour, session durations, channels, and navigation patterns. This data helps analyse website performance and enhance the overall user experience.
googletagmanager.com	3rd party requests	none	These 3rd party requests load the Google Analytics service script on the website. They enable data collection and analysis of user interactions, providing insights into website performance and user behaviour. This helps us optimise the user experience and make better business decisions.
analytics.google.com	3rd party requests	none	These 3rd party requests send data to the Google Analytics platform. They transmit information about visitor interactions, session details, and device specifics. This data collection helps generate comprehensive analytics reports, enabling us to understand visitor behaviour and improve website functionality and performance.

Name	Type	Duration	Description
AEC	3rd party cookie	6 months	This 3rd party cookie helps detect bots, fraud, and abuse. It helps identify whether requests during a web session are made by humans or bots. This cookie helps prevent the effects of malicious bot activities. Additionally, it ensures that advertisers are not incorrectly charged for fraudulent or invalid ad impressions or interactions.
ANID	3rd party cookie	2 years	This 3rd party cookie is used to show Google ads on non-Google sites. If personalized ads are enabled, it helps customize the ads you see based on your preferences. If personalized ads are turned off, it remembers this preference to ensure you don't see personalized ads.
DSID	3rd party cookie	2 weeks	This 3rd party cookie is used by Google to identify signed-in users on non-Google sites. It ensures that the user's ad personalization settings are respected, allowing for a consistent advertising experience based on the user's preferences.
HSID	3rd party cookie	1 year	This 3rd party cookie helps authenticate users and ensure that only the actual owner of an account can access it. The HSID cookie contains a digitally signed and encrypted record of a user's Google Account ID and the most recent sign-in time. This helps Google block many types of attacks, such as attempts to steal the content of forms submitted in Google services.
id	3rd party cookie	2 years	This 3rd party cookie is used to show Google ads on non-Google sites. If personalized ads are enabled, it helps personalize the ads displayed to you. If personalized ads are turned off, it remembers this setting to prevent personalized ads from being shown.
IDE	3rd party cookie	2 years	This 3rd party cookie is used to show Google ads on non-Google sites. It collects information about user interactions with ads, helping to customize and improve the ads shown to you. It ensures that ads are relevant and aligned with user interests.
NID	3rd party cookie	6 months	This 3rd party cookie is used to show Google ads in Google services for users who are signed out. It helps display relevant ads based on user preferences and interactions within Google services.
SID	3rd party cookie	1 year	This 3rd party cookie helps authenticate users and ensure that only the actual owner of an account can access it. The SID cookie contains a digitally signed and encrypted record of a user's Google Account ID and the most recent sign-in time. This helps Google block many types of attacks, such as attempts to steal the content of forms submitted in Google services.
UULE	3rd party cookie	6 hours	This 3rd party cookie sends precise location information from your browser to Google's servers. It enables Google to show results relevant to your location, depending on your browser settings and whether you have location services turned on for your browser.
__Secure-1PAPISID	3rd party cookie	1 year	This 3rd party cookie helps maintain your preferences and other information. It is used to remember settings like your preferred language, the number of results you want to see on a search results page, and whether you have Google’s SafeSearch filter turned on.
__Secure-1PSID	3rd party cookie	1 year	This 3rd party cookie is used to maintain user preferences and settings across Google services. It remembers details such as preferred language and search result preferences, helping enhance user experience.
__Secure-3PSID	3rd party cookie	1 year	This 3rd party cookie is used to store user preferences and other settings for Google services. It keeps track of choices such as language preferences, SafeSearch filter settings, and the number of results displayed per search page, ensuring a consistent user experience.
__Secure-ENID	3rd party cookie	1 year	This 3rd party cookie is used to store user preferences and other settings for Google services. It keeps track of choices such as language preferences, SafeSearch filter settings, and the number of results displayed per search page, ensuring a consistent user experience.
googleadservices.com	3rd party requests	none	These 3rd party requests are used by the Google Ads service on the website. They track conversions by sending data about user interactions and ad clicks to Google's servers. These requests help us measure the effectiveness of ad campaigns and provide insights into user behaviour, enabling the optimisation of advertising strategies.
td.doubleclick.net	3rd party requests	none	These 3rd party requests are utilised by the Google Ads service on the website. They transmit data about user actions and ad performance to Google's servers. This information assists in monitoring the success of ad campaigns, analysing user engagement, and enhancing our advertising efforts.
googleads.g.doubleclick.net	3rd party requests	none	These 3rd party requests are employed by the Google Ads service on the website. They track view-through conversions by sending data about user impressions and ad interactions to Google's servers. This data helps us measure the impact of ad campaigns, understand user behaviour, and refine our advertising strategies.
google.com	3rd party requests	none	These 3rd party requests are utilised by the Google Ads service on the website. They facilitate the tracking of conversions by transmitting data regarding user interactions and ad clicks to Google's servers. This enables us to assess the performance of ad campaigns and gain insights into user behaviour, thereby allowing for the optimisation of advertising strategies.

Name	Type	Duration	Description
_gcl_ag	1st party cookie	90 days	This 1st party cookie is used by Google Conversion Linker to measure ad performance and conversion rates. It helps track actions taken by users after clicking on ads, such as making a purchase, ensuring accurate measurement of ad campaign effectiveness.
_gcl_au	1st party cookie	90 days	This 1st party cookie is used by Google Conversion Linker to track and report conversions. It collects data about ad clicks and user actions on the website to measure the success of ad campaigns.
_gcl_aw	1st party cookie	90 days	This 1st party cookie is used by Google Conversion Linker to associate ad clicks with user actions on the website. It helps in tracking conversions such as purchases, providing insights into ad campaign performance.
_gcl_dc	1st party cookie	90 days	This 1st party cookie is utilized by Google Conversion Linker to store ad click information. It ensures that conversions are accurately attributed to the corresponding ad clicks, aiding in the evaluation of ad campaign effectiveness.
_gcl_gb	1st party cookie	90 days	This 1st party cookie is used by Google Conversion Linker to measure user interactions with ads. It collects data on ad clicks and subsequent user actions on the website, helping to assess the impact of ad campaigns.
_gcl_gs	1st party cookie	90 days	This 1st party cookie is used by Google Conversion Linker to track the performance of ads by recording ad clicks and user actions. It helps in linking conversions to specific ad interactions, facilitating accurate campaign analysis.
GCL_AW_P	3rd party cookie	90 days	This 3rd party cookie is used by Google Conversion Linker to track and measure conversions from Google Ads. It records information about ad clicks and user interactions on the website, helping to attribute conversions to specific ad campaigns. This data is used to analyze the performance and effectiveness of Google Ads campaigns.

Name	Type	Duration	Description
_fbp	1st party cookie	90 days	This 1st party cookie is generated by Meta Ads. It identifies browsers to provide advertising and site analytics services. It helps count the number of times an ad is shown, calculates the cost of ads, and measures actions taken by users, such as purchases following an ad impression.
_fbc	1st party cookie	90 days	This 1st party cookie is generated by Meta Ads. It helps associate ad clicks with user actions on the website. It tracks conversions, such as purchases, providing insights into ad campaign performance and effectiveness.
fr	3rd party cookie	90 days	This 3rd party cookie is generated by Meta Ads. It helps deliver, measure, and improve the relevancy of ads by tracking user interactions with ads and websites. It ensures that ads are shown to people who have previously visited a business's website or used its services, and limits the number of times the same ad is shown to the user.
usida	3rd party cookie	session	This 3rd party cookie is generated by Meta Ads. It stores a unique session identifier that helps track user interactions and behavior across the website. This information is used to analyze and improve ad targeting and campaign effectiveness, ensuring that the ads are relevant and engaging for the user.
locale	3rd party cookie	7 days	This 3rd party cookie is generated by Meta Ads. It stores the user's language and regional settings, ensuring that the ads and website content are displayed in the user's preferred language and format.
ps_l	3rd party cookie	1 year	This 3rd party cookie is generated by Meta Ads. It tracks user engagement and interactions with the platform, helping to improve the relevance and effectiveness of ads shown to the user.
ps_n	3rd party cookie	1 year	This 3rd party cookie is generated by Meta Ads. It measures user interaction and engagement with ads and website content, aiding in the optimization of ad delivery.
dpr	3rd party cookie	7 days	This 3rd party cookie is generated by Meta Ads. It stores the device pixel ratio of the user's device, which helps ensure that images and ads are displayed correctly on different screen resolutions.
datr	3rd party cookie	1 year	This 3rd party cookie is generated by Meta Ads. It identifies the web browser being used to connect to Facebook, helping improve security and user experience.
oo	3rd party cookie	1 year	This 3rd party cookie is generated by Meta Ads. It stores the user's opt-out preferences for ad targeting, ensuring that users who opt out do not receive personalized ads.
sb	3rd party cookie	1 year	This 3rd party cookie is generated by Meta Ads. It helps improve site security and enhance the login experience by identifying the user's browser and device.
wd	3rd party cookie	7 days	This 3rd party cookie is generated by Meta Ads. It stores the dimensions of the user's browser window, allowing for the proper rendering of ads and website content.
lastExternalReferrer	local storage	persistent	This local storage item generated by Meta Ads stores the URL of the last external website that referred a user to our site. This information helps analyze traffic sources and user behavior, aiding in the optimization of marketing strategies.
lastExternalReferrerTime	local storage	persistent	This local storage item generated by Meta Ads records the timestamp of when the last external referrer directed a user to our site. This data is used to track referral times, enhancing the understanding of user interaction patterns and referral traffic timing.
connect.facebook.net	3rd party requests	none	These 3rd party requests are generated by Meta Ads to load and configure the Facebook Pixel script on the website. They enable the tracking of user interactions and conversion events, providing insights into ad performance and user behavior. This data helps to optimize marketing strategies, measure ad effectiveness, and ensure proper data collection for improved advertising campaign outcomes.
www.facebook.com	3rd party requests	none	These 3rd party requests are generated by Meta Ads to track page views and user interactions on the website. They send data about visitor behavior and conversion events to Meta's servers, enabling the analysis of ad performance and user engagement. This data is crucial for optimizing advertising strategies, measuring the effectiveness of campaigns, and improving overall marketing efforts.

Talk to one of our Senior Strategists

Talk to one of our Senior Strategists

Talk to one of our Senior Strategists

Summary of all 2024 GA4 Audits: Top Mistakes to Avoid in 2025

Watch the workshop below for a remastered GA4 audit—featuring fresh insights, new learnings, and the latest key updates.

What to expect from the workshop

Figure out if your data is telling the full truth

What you’ll learn – key takeaways & workshop highlights

Understand what feeds “unassigned” and “not set” traffic and how to solve it

Spot the most common warning signs in your reports and act faster

Identify the false over-attribution issues in your account and minimize the impact

Learn the most common GA4 setup mistakes B2B companies make and how to avoid them

Trusted by fast-growing tech companies around the world.

Expect a no-fluff session packed with insights on Google Analytics in B2B.

Speaker & instructor of the workshop

What B2B marketers are saying about Holini

Free on-demand recording. Available for a limited time only.

Europe Office

Quick Links

Talk to one of our Senior Strategists

Name	Type	Duration	Description
li_fat_id	1st party cookie	30 days	This 1st party cookie is used by LinkedIn Ads to associate ad clicks with user actions on the website. It helps in tracking conversions such as purchases, providing insights into ad campaign performance. It serves as an indirect identifier for LinkedIn members, aiding in conversion tracking, retargeting, and analytics.
li_giant	1st party cookie	7 days	This 1st party cookie is used by LinkedIn Ads to associate ad clicks with user actions on the website. It helps in tracking conversions such as purchases, providing insights into ad campaign performance. It acts as an indirect identifier for groups of LinkedIn members, aiding in conversion tracking.
AnalyticsSyncHistory	3rd party cookie	30 days	This 3rd party cookie is used by LinkedIn Ads to store information about the time a sync occurred with the lms_analytics cookie. It helps in tracking and analyzing user interactions on the website, providing insights into ad campaign performance and user behavior.
ar_debug	3rd party cookie	30 days	This 3rd party cookie is used by LinkedIn Ads to support the Google attribution reporting API integration, helping to mitigate signal loss. It aids in tracking and analyzing user interactions on the website, ensuring accurate attribution and performance insights.
BizographicsOptOut	3rd party cookie	10 years	This 3rd party cookie is used by LinkedIn Ads to determine the opt-out status for non-members. It helps manage user preferences regarding data collection and advertising.
bcookie	3rd party cookie	1 year	This 3rd party cookie is used by LinkedIn Ads to uniquely identify devices accessing LinkedIn. It helps detect abuse on the platform and is used for diagnostic purposes.
bscookie	3rd party cookie	1 year	This 3rd party cookie is used by LinkedIn Ads to remember that a logged-in user is verified by two-factor authentication and has previously logged in.
_guid	3rd party cookie	90 days	This 3rd party cookie is used by LinkedIn Ads to identify a LinkedIn member for advertising through Google Ads.
JSESSIONID	3rd party cookie	session	This 3rd party cookie is used by LinkedIn Ads for ID syncing.
l_page	3rd party cookie	6 months	This 3rd party cookie is used by LinkedIn Ads to measure conversion metrics.
lang	3rd party cookie	session	This 3rd party cookie is used by LinkedIn Ads to remember a user's language setting, ensuring LinkedIn.com displays in the language selected by the user in their settings.
lidc	3rd party cookie	24 hours	This 3rd party cookie is used by LinkedIn Ads to facilitate data center selection.
li_gc	3rd party cookie	6 months	This 3rd party cookie is used by LinkedIn Ads to store the consent of guests regarding the use of cookies for non-essential purposes.
li_mc	3rd party cookie	6 month	This 3rd party cookie is used by LinkedIn Ads as a temporary cache to avoid database lookups for a member's consent for the use of non-essential cookies. It also stores consent information on the client side to enforce consent.
li_sugr	3rd party cookie	90 days	This 3rd party cookie is used by LinkedIn Ads to make a probabilistic match of a user's identity.
liap	3rd party cookie	1 year	This 3rd party cookie is used by LinkedIn Ads on non-www domains to denote the logged-in status of a member.
lms_ads	3rd party cookie	30 days	This 3rd party cookie is used by LinkedIn Ads to identify LinkedIn Members off LinkedIn for advertising.
lms_analytics	3rd party cookie	30 days	This 3rd party cookie is used by LinkedIn Ads to identify LinkedIn Members off LinkedIn for analytics.
UserMatchHistory	3rd party cookie	30 days	This 3rd party cookie is used by LinkedIn Ads for ID syncing. It facilitates the ID sync process and stores the last sync time to prevent frequent repetition of the syncing process.
snap.licdn.com	3rd party requests	none	These 3rd party requests load the LinkedIn Ads analytics script on the website. They help collect and analyze data on user interactions, enabling us to improve ad targeting and measure the effectiveness of our ad campaigns.
px.ads.linkedin.com	3rd party requests	none	These 3rd party requests send data to LinkedIn Ads' servers. They collect information about user interactions on our website, helping to improve ad targeting and measure the effectiveness of our ad campaigns.
www.linkedin.com	3rd party requests	none	These 3rd party requests are used by LinkedIn Ads to synchronize data and send information about user interactions on our website. This helps improve ad targeting and measure the effectiveness of our ad campaigns.