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Browse by topic →Why server-side tagging duplicates your GA4 events
A tracking bug that looks like a traffic spike, how to spot it in BigQuery, and the three configuration mistakes that cause it.
Three ways a GA4 event count lies to you
Event counts drift for reasons that never show up in the interface. Here are the three most common, and the query that tells them apart.
What server-side tagging does not fix
Moving tags to a server solves three real problems and quietly creates two new ones. A short inventory before you migrate.
