Let me explain this in a very simple way.
A website was working normally for months.
Traffic was stable. Leads were stable.
Then an external agency was hired to “improve performance”.
After that:
- GA4 started showing big traffic growth
- Reports looked positive
- But business results didn’t change
I’m not blaming the agency.
I’m trying to understand what GA4 can and cannot tell us.
What GA4 Is Showing -
Traffic Growth Example
Before agency:
- ~1,000 users per day
After agency:
- ~2,500–3,000 users per day
No major:
- SEO content launch
- Ads
- PR activity
Traffic increased, but the reason is unclear.
GA4 Source Confusion
GA4 reports show:
- Majority traffic as Organic Search
- Some traffic as Direct
- Very little referral or social traffic
But:
- GA4 doesn’t clearly show where these users actually came from
- No specific pages, keywords, or referrers explain the spike
Example:
It feels like people are entering a building, but the entry gate is missing from CCTV footage.
Engagement Looks “Okay”
GA4 says:
- Engagement rate ~50%
- Average time ~25–35 seconds
But in reality:
- No form submissions increase
- No calls increase
- No meaningful clicks increase
Example:
People enter a store, stand for 30 seconds, and leave without touching anything — again and again.
Conversion Reality
Before agency:
- 10 enquiries per week
After agency:
- Still 10 enquiries per week
- Traffic up. Results flat.
- This is where doubt starts
Where My Confusion Starts
GA4 is showing:
- More users
- Acceptable engagement
- “Healthy-looking” reports
But:
- Source is unclear
- Intent is missing
- Outcomes don’t change
So I’m asking this from a technical perspective, not an emotional one.
Simple Questions to the Community
Is it technically possible to manipulate GA4 traffic?
For example:
- Send automated visits
- Trigger GA4 events
- Make traffic look organic or direct
Can bots make GA4 think users are “engaged”?
Like:
- Staying 20–30 seconds
- Scrolling slightly
- Firing basic events
Why does GA4 sometimes fail to show the real source?
Is this because:
- Referrer is hidden?
- Traffic is injected?
- User agents are masked?
Have you seen agency reports where GA4 looked great but nothing actually improved?
What I’m Really Trying to Learn
Not:
“Who is wrong?”
But:
- How much should we trust GA4 alone?
- What should we cross-check to validate traffic quality?
- If you were auditing this, what’s the first red flag you’d check?
for context i'm talking for - https://www.kay2steel.com/
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