Do You Have Enhanced Measurement Turned Off?
Events are the heart of GA4, which is why enhanced measurement is one of its best features. It saves you setup time by automatically tracking key interactions like file downloads, form fills, and video plays.
TL;DR - Watch Dana explain enhanced measurement and form submissions.
But sometimes, enhanced measurement is turned off. The only time you should disable these events is if:
- You’ve set up a custom version of that event in Google Tag Manager, or
- You’re using a form type that doesn’t work well with GA4’s enhanced measurement form tracking.
That’s because enhanced measurement events don’t always work correctly on all websites.
Not sure if enhanced measurement is on? Check here:
- Go to Admin > Data Streams > click your web data stream.
- Click the settings gear beside Enhanced Measurement to see which events are toggled on or off.
In most cases, it only makes sense to turn off a specific enhanced measurement event if:
- You’ve created a custom version of the event (e.g., a form_submit event).
- The default version is overfiring or inaccurate. For example, GA4 might still record a form_submit event even if the form wasn’t actually submitted.
Pro tip: Submit a blank contact form or your on-site search form. If GA4 still records a form_submit event, your form tracking needs a fix.
How to fix form tracking
Some forms, such as those made using a technology called AJAX, submit data in the background without reloading the page. Because of this, GA4 (and even Google Tag Manager) may incorrectly record a form submission even if it wasn’t successful.
If that’s the case, you may need to create a special “event” for Google Tag Manager to listen for when forms are submitted. The form builder that you’re using may have a plugin or another way to track forms. We recommend checking with your website builder or form plugin to see what will work best in that situation. If you’re part of the KP Playbook community, remember you can get help with form tracking there!
👉 Take it one step further:
Do a full audit of what events you’re recording and what they’re actually capturing by watching this lesson from our Google Analytics Audit course.
WEBINAR
ROI-Boosting Measurement: Google Leader Shares What's New (And Next) in GA4
Join us on June 25 for a behind-the-scenes look at how GA4 is evolving to drive business growth with Steve Ganem, director of product management at Google. He’ll cover what’s changing (and why), including:
- New features to improve your data quality
- Smarter cross-channel measurement
- How Google is integrating agentic AI into GA4
Whether you’re deep into GA4 or just trying to keep up, this is your chance to learn directly from the source and ask your pressing questions.
|
Making the Move from Search Optimization to Answer Optimization
Wil Reynolds joined Dana DiTomaso for a conversation about evolving your skills and shifting your mindset from optimizing for rankings to optimizing for answers. So what does that actually look like for marketers?
✔️ Be people-specific, not platform-specific.
Understand where your audience is and meet them there.
✔️ Look at marketing through the lens of friction.
At every point in the customer journey, ask: how can we remove friction?
✔️ Stop playing it safe.
If you want results, you’ll need to push your strategy and skills beyond your comfort zone. Find the gaps, take strategic bets, and build value AI can’t replicate.
✔️ Accept that data isn’t perfect.
Yes, your strategy should be grounded in analytics—but not everything can be tracked. And that’s okay.
If you’re curious to learn how Wil and his team are shifting away from traditional SEO toward a more human approach, watch the webinar replay →
|
What is a goal charter?
A goal charter is more than just a list of business goals—it's a clear, actionable plan that outlines:
- What you’re going to do to achieve those goals
- How you’ll measure success
A goal charter is essential because it:
- Communicates the value of the work you’re doing to the whole team
- Aligns your SEO strategy with business goals
- Helps prioritize tactics based on impact
- Improves how you measure and evaluate results
Pro tip: Involve everyone working on the website or SEO project when developing the goal charter. Think of it like going to the Eras Tour—everyone should know the setlist and the chants so no one’s left out.
And yes, that was a Taylor Swift reference.
|
Articles worth reading
———•
|
🧠 AI Mode, made simple: a clear guide to the new era of search results
Forget “position one.” In the new AI Mode, Google pulls the best individual passages to answer a constellation of hidden follow-up questions it creates behind every search. Doreid Haddad breaks down how it works (think: reasoning chains, query fan-out, and custom corpuses), why rankings ≠ visibility anymore, and what content actually gets featured.
Learn how to succeed in AI mode →
😶🌫️ LLM visibility: the SEO metric no one is reporting on (yet)
LLMs cite content differently than Google ranks it, and most analytics miss those mentions completely. Leigh McKenzie walks you through what signals matter to AI, how to track your LLM authority, and why small brands with niche expertise have a big edge.
See how to get cited (with or without links)→
🔍 Pichai: Google AI Mode will be incorporated into the main search
Sundar Pichai says AI Mode will move into the main search results over time, blending AI-generated answers directly into what users see by default. That means fewer clicks to websites, more zero-click summaries, and a shift in how visibility, ads, and user behavior work.
Look past the rankings, here’s what matters now→
💸 Can search intent help you sidestep Google Local Service Ads fees?
Whitespark’s latest study shows LSAs dominate local-intent searches, but barely show up when queries get more specific or question-based. So if you’re feeling squeezed by LSA fees, targeting informational and hybrid search intent might get you leads without paying Google.
It’s a solid workaround →
🕸️ Why Knowledge Graphs are changing how we understand and analyze language
Spreadsheets flatten meaning. Knowledge Graphs, on the other hand, let you see how topics, sentiment, platforms, and people connect. Juliana Jackson breaks down how combining LLMs with graph thinking helps you move from keyword charts to actual insight networks.
Map the meaning, not just the metrics →
⏱️ How to measure average time to purchase in GA4 and GTM
GA4 doesn’t track how long it takes users to convert, but this clever workaround using GTM, a cookie, and a custom metric gets you there. Stacey Cooper walks through the full setup (no dev required) so you can segment by journey length and optimize for real behavior, not just clicks.
Track what actually matters →
💬 Why user-generated content works well for SEO
Reddit’s dominance in the SERPs isn’t a fluke. Google’s leaning hard into user-generated content because it delivers what people actually want: real-life experiences, honest reviews, and unfiltered opinions. Tory Gray breaks down how UGC aligns with Google’s helpful content framework and how brands can use it to boost trust, visibility, and engagement.
Let your users do the talking →
Mastery Lab: Google Analytics 4 (GA4)
Already using GA4 but feel like you're missing pieces of the puzzle? Join Dana at the NAED 2025 Marketing Summit on August 4 in San Antonio, TX, for the Mastery Lab: Google Analytics 4 (GA4) workshop. This hands-on session is built for marketers with a solid GA4 foundation who want to level up, fast. You’ll walk away with the skills to make smarter, faster decisions backed by better data.
👉 See what you’re really capable of with GA4 →
Summer break: June 30th to July 4th!
KP Playbook will be closing for our annual summer break from June 30 - July 4! Our entire team will be away during this time. If you’re enrolled in any of our courses, Dana will be monitoring the community if you have an urgent question.