Google Analytics Not Working? A 21-Point Fix Checklist

Quick answer

If Google Analytics not working for you, run this checklist. Start with the basics then move to scripts, consent, and events. Each step shows how to check and how to fix it. Most problems are one of the 21 checks below.

How to use this checklist

Work top to bottom. Don't skip checks. If you find the problem, stop and verify data returns in Real time or DebugView. If you need deeper reading, check the detailed troubleshooting guides from Analytics Mania and Google's developer troubleshooting.

Start: Which symptom do you see?

• No data at all in GA4.
• Some events missing or delayed.
• Revenue or e-commerce data wrong.
• Real-time shows data but standard reports are empty.

21-Point Fix Checklist

Basic setup (1–6)

1. Wrong property or stream — Check you're viewing the right GA4 property and data stream. Open the Admin panel and confirm the Measurement ID. Fix: switch to the correct property or create the right one.
2. Measurement ID typo — Verify the ID in your tag matches the stream ID exactly. How to check: view source or Tag Manager tag. Fix: paste the ID from Admin > Data Streams.
3. Tag not published — If you use Google Tag Manager, confirm the container is published. Fix: publish the container with your GA4 configuration tag.
4. Unpublished site changes or caching — Recent deploys or caches can serve old files. Check with an incognito window. Fix: clear cache or deploy the correct files.
5. Multiple tracking codes — Two GA tags can cause duplicates or conflicts. How to check: view page source and search for two measurement IDs. Fix: keep only one GA4 builder tag or consolidate via GTM.
6. Property time zone and date range — Make sure your reports use the right date range and timezone. Fix: adjust report dates and admin settings.

Tag and script problems (7–11)

7. Script blocked by CSP — A strict Content Security Policy can block gtag.js or GTM. Check browser console for CSP errors. Fix: add Google domains to your CSP or use server-side tagging. See a related guide at Google Developers.
8. Other scripts conflict — Plugins or other libraries might use the same variables. How to check: disable nonessential scripts and test. Fix: rename variables or adjust load order. Resources on script conflicts are noted in Analytify.
9. Ad blockers and extensions — Local ad blockers stop hits. Test in an incognito window with extensions off. Fix: use a clean browser or explain to stakeholders that a percentage of users will be blocked.
10. Gtag vs GTM mismatch — If you mixed direct gtag.js and GTM, configuration tags might override each other. How to check: search for both snippets. Fix: choose one system and migrate tags into GTM if helpful.
11. HTTP vs HTTPS mixed content — Secure pages may block non-HTTPS scripts. Fix: ensure all analytics scripts load over HTTPS.

Filters, views, and settings (12–14)

12. Filters removing traffic — Incorrect include/exclude filters can hide data. Check any active filters. Fix: disable or correct filter regex. OptimizeSmart warns about filter pitfalls in older guides linked at OptimizeSmart.
13. Data retention and sampling — Long retention or sampling settings can change reports. Check Admin > Data Settings. Fix: adjust retention or export raw data to BigQuery for precise analysis.
14. User-ID or debug-only views — A view may only accept User-ID data. Fix: confirm you're in an unrestricted view.

Consent, privacy, and CMPs (15–17)

15. Consent mode blocking hits — Consent banners can prevent GA4 from collecting data until consent is given. How to check: test with consent accepted and rejected. Fix: configure your CMP to allow analytics when users consent or use Google's Consent Mode properly.
16. Cookie-free tracking or limited cookies — If you deployed cookieless mode or server-side tagging incorrectly, client hits might fail. Fix: review your server tagging setup and the API secret and parameters.
17. Privacy settings or PII removed — GA won't accept PII. If someone tried to send emails or names, Google will strip or reject those hits. Fix: remove PII from events and use hashed identifiers if needed within policy.

Events, conversions, and e-commerce (18–20)

18. Event parameter mismatch — Custom events may use different parameter names than your reports expect. Check event names in DebugView. Fix: standardize event names and update your reporting queries. Analytics Mania and other community posts show common event mistakes at Analytics Mania configuration mistakes.
19. E-commerce duplication or missing transactions — Duplicate tag firing or missing transaction IDs cause bad revenue data. Check network hits for duplicate purchase events. Fix: dedupe by transaction ID and only fire purchase once.
20. Measurement Protocol / server-side issues — If you use Measurement Protocol, check the api_secret and client parameters. Google's troubleshooting docs explain common errors at GA4 Measurement Protocol troubleshooting.

Tools and tests (21)

21. Use Debug tools — Always test with GTM Preview mode and GA4 DebugView. Use the Chrome Tag Assistant and browser console. Fix: enable debug on your test device or add debug_mode flags in GTM temporarily. Google's official tag setup help explains debug steps.

If data is delayed or partial

GA4 can take 12–48 hours to process certain reports. This data freshness behavior is normal for processed reports. For real-time checks use DebugView or real-time reporting. Sources like Celebrus and Wide Angle explain how processing delays affect marketing work.

Quick troubleshooting workflow

1. Open the site in incognito. Confirm tag loads in page source.
2. Enable GTM Preview or add the GA4 debug parameter and watch DebugView.
3. Check browser console for CSP or script errors.
4. Toggle consent banners and re-test.
5. If still broken, revert recent changes and republish the last working tag.

When to ask for help

If you run through the checklist and still have problems, gather these before you ask: property ID, a screenshot of DebugView, the exact page source, and any recent changes to tags or consent tools. Share those with your developer or support community. The Google Help Center and community forums are good next stops: Analytics Help.

Useful further reading

• Analytics Mania: full troubleshooting guide
• Google Developers: GA4 troubleshooting
• Analytify: what GA4 can't track
• OptimizeSmart: common GA mistakes

Bottom line: Start with the basics: property, measurement ID, and published tags. Then check scripts, consent, and events. Follow this 21-point checklist step by step and you'll find the issue in most cases. If you want a printable version, save this page or see the linked deep dives for screenshots and examples.