Google Analytics 4 not collecting data
When Google Analytics 4 suddenly stops counting, it often takes days to notice. And the lost data can't be recorded afterwards. The cause is almost always one of a few: the tracking tag doesn't load, it has the wrong measurement ID, or the cookie banner holds it back.
How you notice
- The realtime report doesn't show you even though you're on your website right now.
- User numbers drop sharply from one day to the next.
- Certain pages, such as the order confirmation, no longer appear in reports at all.
Common causes
The tracking tag was removed
A theme switch, a plugin update or a rebuild deleted the code. In Google Tag Manager it also happens that changes were saved but never published.
Wrong measurement ID
The installed ID (starting with G-) belongs to a different property, such as a test property or an old account. The data then goes elsewhere.
The cookie banner blocks it
With basic Consent Mode, GA4 only loads after consent. Less data is normal then. If GA4 doesn't load even after consent, the link to the banner is broken.
Filters in GA4
An internal-traffic filter or a misconfigured data stream can hide real visits.
How to check it yourself
- 01Open your website in a private window, accept the cookie banner and visit a few pages.
- 02In GA4, open the realtime report under Reports. After a short while you should see yourself as an active user.
- 03If you see nothing, open Google Tag Assistant (tagassistant.google.com), click Add domain, enter your address and click Connect. It shows whether the Google tag loads and with which ID.
- 04Alternatively: developer tools (F12), Network panel, type g/collect into the filter. If no requests appear after consent, GA4 sends nothing.
How to fix it
- If the tracking tag is missing, add it again, ideally via Google Tag Manager or your shop system's official integration, so theme updates don't overwrite it.
- In Google Tag Manager: put changes live with Submit and Publish.
- Compare the installed measurement ID with your data stream's ID in GA4 (under Admin, in the data streams).
- Check that your cookie banner releases GA4 after consent.
Let it be checked automatically
Every 4 hours Trackneat checks whether Google Analytics 4 loads on your website and sends data, with which measurement ID, and whether the cookie banner releases it properly.
The free check shows you in about a minute which tracking tags run on your website and whether anything fires before cookie consent. No account needed.