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Rebuilding a SaaS conversion funnel on a broken GA4 setup

A messy GA4 and GTM setup on Magento 2 was firing duplicate events and mis-attributing 99% of revenue to "(not set)". The team had quietly stopped opening GA4 altogether.

ClientSaaS · Series B tech startup
PlatformMagento 2
Timeline3 weeks
ToolsGA4, GTM, DebugView

A messy GA4 and GTM setup on Magento 2 was firing duplicate events and mis-attributing 99% of revenue to “(not set)”. The team had quietly stopped opening GA4 altogether.

The problem

Duplicate tags in GTM were double-firing ecommerce events. Revenue attribution was broken — 99% of revenue showed as “(not set)” for landing page. The growth team had lost trust in GA4 entirely and stopped using it for decisions.

What I did

  • Audited the GTM container and removed 14 redundant or conflicting tags
  • Rebuilt the signup-to-activation funnel as clean GA4 events
  • Fixed landing-page attribution at the source by correcting session_start event configuration
  • Validated every event in DebugView before handover

The result

0.33%“(not set)” revenue, down from 99%
99.37%landing-page attribution
14redundant tags removed
In the client’s words

“Finally, we started trusting and using GA4 again.” — Growth Lead

GA4 rebuildE-commerce trackingMagento 2

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