Do You Really Need a Google Analytics Consultant?

Having Google Analytics set up doesn’t guarantee you’ll get value from it. 

In fact, most businesses are sitting on piles of data they either don’t trust or don’t know how to use. And since the 2024 migration to Google Analytics 4 (GA4), confusion has only grown.

This raises an important question of whether you should try to manage it all yourself or whether it is worth investing in Google Analytics consulting? 

What are The Biggest GA4 Problems in 2025? 

1. Problems with Conversion Tracking 

The three main reasons, according to Google, for conversion differences between UA and GA4

GA4 measures things differently from the old Google Analytics or Universal Analytics events. 

Instead of counting sessions like a visit to your site, GA4 counts every little action a visitor takes. The problem is that one action can show up more than once if the settings aren’t right. 

This means your “conversions,” like sales or sign-ups, might look higher or lower than they really are. 

2. GA4’s Default Attribution Model Is Data-Driven

GA4 uses a “data-driven” model by default. This model tries to guess which ads or channels had the most influence. Yet, the issue is that it often gives more credit to Google Ads than it deserves. 

Google says its model is more accurate now, but the session numbers can still come out differently.

Let’s understand this with an example. Suppose you hear about a new shoe from a friend, then see it on Instagram, and finally Google it and buy it. GA4 might give most of the credit to Google search, even though the friend and Instagram played a big part in your decision-making process.

3. Google Ads Integration Hiccups

GA4 is supposed to connect smoothly with Google Ads, but often it doesn’t. Sometimes conversions don’t show up in Ads at all, or the numbers don’t match between the two platforms. 

This makes it hard to tell if your ad spend is paying off. It’s like paying for a billboard but never really knowing how many people saw it or acted on it.

4. BigQuery Export Discrepancies

BigQuery is a tool Google offers to handle really large sets of data. Many businesses connect GA4 to BigQuery to dig deeper into their numbers. 

But the problem is that the data in GA4 doesn’t always match the data in BigQuery. For example, you might see 1,000 users in GA4 but 950 in BigQuery. This mismatch confuses teams because they don’t know which number to trust.

5. “Unassigned” Traffic 

Sometimes GA4 doesn’t know where your visitors came from, so it puts them in a bucket called “Unassigned.” This often happens when links don’t have proper tags or when the setup is wrong. 

Let’s say you are hosting a birthday party, but half the people don’t tell you who invited them, and you have no idea which friend brought them. That’s what “Unassigned” looks like in GA4. They are visitors you can’t trace back to a source.

6. Persistent Data Processing & Freshness Delays

GA4 doesn’t always show you data right away. Sometimes it takes hours or even a day for numbers to appear. This delay can be a big problem if you’re running ads and need to adjust them quickly. 

It’s like checking the scoreboard in a basketball game, only to realise it hasn’t been updated since the first quarter. You can’t play your best game without fresh information.

7. Sudden Tracking Drops Tied to Consent Settings

Privacy rules mean websites need to ask permission before tracking users. In 2025, Google made new consent settings mandatory. If a site didn’t set these up properly, GA4 suddenly stopped tracking a lot of visitors, sometimes showing a 50 to 90% drop overnight. 

It’s like turning off half the lights in a stadium and then being surprised when you can’t see most of the players. The people are still there, GA4 just isn’t recording them.

What Are the Benefits of Hiring a Google Analytics Consultant?

A Google Analytics consultant helps you see the whole picture and use the data the right way. Here’s why hiring one can make a huge difference:

1. Get Clean and Accurate Data

A consultant makes sure your tracking is set up correctly. That means no more double-counted conversions or missing visitors. You can finally trust the numbers on your screen, just like you trust the score in a football match.

2. Save Time and Stress

Instead of spending hours trying to figure out confusing reports, a consultant sets everything up so you see exactly what matters. You don’t waste time guessing and get answers right away.

3. Turn Numbers Into Clear Insights

A consultant explains what the numbers mean in plain English. For example, “Most of your sales come from Instagram, not Google Ads.” That’s the kind of insight that helps you spend money in the right places.

4. Customised Solutions for Your Business

A consultant builds reports and dashboards that match your exact goals, whether you want more sign-ups, more sales, or better campaign results. 

5. Better Return on Investment (ROI)

When your data is accurate and your insights are clear, your marketing becomes smarter. You know which ads or campaigns are winning, so you stop wasting money on what doesn’t work. That means more value from every pound spent.

6. Teach Your Team to Use GA4

Many consultants also train your team. This way, your staff learns how to read reports, track goals, and make data-driven decisions on their own. It’s like teaching someone how to ride a bike instead of just giving them a lift.

Bottom Line

Google Analytics is more powerful than ever, but also more demanding. Since the 2024 GA4 migration, countless businesses have struggled with inaccurate data, missing insights, and complex setups. 

Investing in Google Analytics consulting can mean the difference between being data-rich but insight-poor and becoming truly data-driven. With the right consultant, you get accurate numbers, actionable insights, and a clear path to better marketing performance.