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GA4 basics for Tailor measurement
From the Tailor AI team · Reviewed
Answer
For GA4, you want stable event definitions and a clear primary conversion goal (marked appropriately) that fires consistently across control + variants.
If your event name or parameters change mid-test, you’ll measure the change, not lift. Keep the goal definition stable during experiments.
What I'd do next
- Confirm which GA4 event is your primary goal.
- Verify it fires the same way on control and variants.
Caveats
If consent blocks GA4 for a subset of users, your conversion rate can become biased by geography/browser.
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