4 GA4 Truths That’ll Save Your SaaS Funnel from Dying in the Dark
3/8/2025
Let’s be real — most founders set up Google Analytics once and never look at it again.
But if you care about conversion rates, CAC, or even just "who clicked that weird Twitter UTM?" — you need GA4. Here's how to stop flying blind and start seeing the stuff that actually matters.
1. Your GA4 Data is Lying (Until You Tame It with UTM Discipline)
You launched. You shared links. You saw traffic.
And GA4 said… "Direct."
RIP attribution.
The truth? If you're not tagging every link with clean UTM parameters, GA4 can’t help you. Build a habit with a UTM builder. Otherwise, it's like watching your funnel through a foggy windshield.
2. Events Matter More Than Pageviews
Old-school Google Analytics? Obsessed with pageviews.
GA4? All about events — clicks, scrolls, signups, button taps.
Here’s what to track:
- generate_lead (form submitted)
- purchase (payment confirmed)
- view_offer (landing page loaded)
- click_cta (call-to-action buttons)
Track events like you're watching a user whisper: “I might buy”. Because they are.
3. Funnels Live in the ‘Explorations’ Tab (Not Reports)
GA4’s UI is a war crime, but “Explorations” is where the funnel magic happens.
Want to see drop-off between pricing page → checkout?
Or measure how newsletter clicks convert into booked demos?
Build a Funnel Exploration:
- Step 1: page_view = /pricing
- Step 2: page_view = /checkout
- Step 3: purchase = true
Now you have a real story. With numbers.
4. You Don’t Need All the Data — Just the Right Narrative
You’re not a data scientist. You’re a builder.
So stop hoarding charts and start asking:
“What story does this metric tell me about what to fix this week?”
Good GA4 usage = one core question per sprint.
- Where are users dropping off?
- Who are my best channels?
- What step feels broken?
Then fix it. Rinse. Repeat. Sell more.
Bonus: Want a Free Setup?
At StackToSale, we help bootstrapped SaaS teams go from “WTF is GA4?” to “Oh wow, we have a working funnel.”
We offer GA4 + Tag Manager setup, clean UTM tracking, and post-launch funnel teardowns.
Book a free teardown →
Let me know if you'd like this cross-posted as a Twitter thread or turned into a downloadable PDF.