Default Data Retention Setting
GA4 comes with a default 2-month data retention setting. This means your historical data and custom reports will be lost as soon as the 2 months are over. You can choose a 14-month setting or use a 3rd party tool such as BigQuery for indefinite data storage.
Failing to Layer With GTM
Many businesses used an internal resource to set up GA4, which may work for them but not efficiently. To enjoy GA4’s full capability, it is best to pair it with Google Tags Manager to manage tags like e-commerce tracking.
Dealing With Unlimited Dimensions and Attributes
When you are dealing with thousands of pages, differences can adversely affect GA4’s reliability. You can set a bucket with a few ranges of values. But make sure the ranges are compatible with your analysis goals.