14 checks worth doing before your numbers mean anything. Before you look at anything else in a GA4 account, there’s one check worth doing first. If you’ve never set up an internal traffic filter, your own team is in your data. Every demo your sales rep runs, every time someone from your office loads the homepage to see if something went live, GA4 logs it as a real session. Your numbers go up, your source data gets skewed, and your campaigns end up looking a little more efficient than they actually are. Then there’s the one that makes people stop and think. If your site spans multiple domains and cross-domain tracking isn’t configured, your own website shows up as a referral source. You’re sending yourself traffic, and it logs as a real acquisition. Neither of these throw errors. Your dashboard won’t flag them. You have to know to look for them. Those are two of the fourteen checks on this list.…