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GA4 data accuracy isn't what you think
Jeff Sauer
November 13, 2025
In partnership with
Your GA4 data isn't as accurate as you think.
And I'm not talking about consent banners or cookie deprecation.
Julius Fedorovicius from Analytics Mania just delivered one of the most practical sessions at MeasureSummit 2025 on data accuracy. He breaks down the real threats to your data fortress - and more importantly, what you can actually do about them.
Here's what makes this different: Julius splits the accuracy problem into three clear categories.
External challenges. Things like Intelligent Tracking Prevention and browser extensions that block your tracking before it even starts.
Internal challenges. Bots infiltrating your data and skewing everything from user counts to conversion attribution.
Misconfiguration issues. The weak spots we accidentally create in our own setups.
The best part? He doesn't just identify problems. He walks through specific solutions at each level - from basic fixes you can implement in minutes to advanced server-side tagging strategies.
One example that caught my attention: companies accidentally using Google's automatic user-provided data detection. GA4 scrapes contact info from their footer and attributes thousands of different visitors to a single "user." Your data looks completely broken, and you have no idea why.
Julius covers headless browser detection, IP exclusions, bot scoring, Google Tag Gateway, and a bunch of other tactics you can layer together for better accuracy.
This was part of MeasureSummit 2025 - our annual conference that happened in October. Over 5,400 hours of content watched, tons of good vibes, and some of the best tactical analytics content you'll find anywhere.
To Your Measured Success!
--Jeff Sauer
Co-Founder of MeasureU
P.S. All MeasureSummit videos from 2025 and previous years are now included in MeasureU Pro membership. Even better? We're running Black Friday pricing for the entire month of November. Learn More Here.
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