Update time: June 13, 2025
Many novices may encounter the situation where GA4 has no data when they first come into contact with GA4, and they don’t know how to deal with it. Below are several common reasons and corresponding troubleshooting methods that I have summarized.
Reasons for GA4
Data Delay
Some people have just implement GA4, and then go to the GA4 report to see the data, saying that there is no data.
In fact, the data of GA4 has a delay. The official said it is 24~48 hours, but in fact it is usually one day. The free version and the paid version are the same。
It is recommended to check the data in the report the next day.
GA4 Tracking Code Removed
The tracking code was removed by development, and naturally there is no data in Google Analytics 4.
If you don’t use GTM, use “gtag” to filter in the network of the browser developer tools. If you don’t see the request of gtag.js, it means that the GA4 tracking code is not installed.
If you have installed GTM, use “v=2” to filter in the network of the browser developer tools. If you don’t see the request of send to GA4, it means that GTM has not installed the GA4 tracking code or has not yet been released.
GA4 Tracking Code Installation Error
- Tracking code not deployed to all pages: If the Google Analytics 4 tracking code is deployed directly, the code is added in the wrong place or only deployed on some pages, then there will be no data.
- It is dataLayer.push, not dataLayer：If your website is SPA/PWA, you should use dataLayer.push to send data through the data layer. If you use dataLayer, the data will not be sent at all, and naturally there will be no data.
Use “v=2” to filter in the network of the browser developer tools. If you don’t see the request of send to GA4, it may be GA4 Tracking Code Installation Error
Over Payload
Payload refers to the size of data sent to GA, that is, how much data can be sent in one request. In UA, the maximum is 8K, and in GA4, the maximum is 16K. If it exceeds, the transmission will fail, and Google Analytics 4 will have no data.
Reduce the length of event parameters and User-scoped custom dimensions
Filter Setting Issues
GA4’s data filters (such as internal traffic filters) may accidentally filter all data. For example, the internal traffic filter may have incorrectly set the IP range, causing normal user data to be excluded.
Check the filter settings in GA4 to make sure that only a single IP is filtered, not all IPs.
Seeing the Wrong Property
If you are deploying the Property of “Website A”, but you are looking at “Website B”, don’t be surprised, some people are so careless.
Make sure you are viewing the data in the correct GA4.
Reasons for GTM
GTM is Not Released
If GTM is not released, the above configuration has not yet taken effect, so there is no data.
GTM releases a version
GTM Library Code Removed
The GTM code is removed, so naturally there is no data.
Use “GTM-” to filter in the network of the browser developer tools. If you don’t see the request, indicates that GTM is not installed on the website
GTM Configuration Error
- Measurement ID error: you want to deploy G-A, but the actual deployment is G-B, then there will be no data in G-A.
- Trigger error: No trigger is set, or trigger error will cause no trigger, then there will be no data.
Reasons for Website
Lazy Loading
Some websites enable lazy loading, which will cause js to not be loaded, and GA4 will have no data.
Hide JS
Some website systems will hide the js in the header for security reasons. After hiding, the js will not be loaded, and naturally there will be no data.
Reasons for Block
Browser Plug-in Blocking
There are plug-ins in the browser that block third-party tracking, which makes it impossible to track.
Close third-party plug-ins on the browser
Plug-in can also cause other problems, refer to: Impact of Browser add-ons on Google Analytics 4
Consent Management Platform（CMP）
If you have deployed a consent management platform/CMP and the user does not agree, then the user’s data cannot be tracked, so Google Analytics 4 has no data.
The CMP configuration is incorrect, resulting in rejection all the time, so the data cannot be tracked.
Content Security Policy（CSP）
If you haven’t made changes in GA4 and GTM, and GA4 suddenly has no data, it may be a problem with CSP，CSP must allow the execution of Google Tag Manager code snippets. For details, please see: https://developers.google.com/tag-manager/web/csp
Add the following code to the header of all pages:
<meta http-equiv="Content-Security-Policy" content="default-src 'self'; script-src 'self' www.googletagmanager.com www.google-analytics.com; connect-src 'self' www.google-analytics.com; img-src 'self' data: www.googletagmanager.com www.google-analytics.com; style-src 'self'; frame-src 'self' www.googletagmanager.com">
Router, Firewall or VPN Blocking
Are there any rules in your router, firewall, or VPN that are blocking Google?
Reasons for Google
Google Analytics 4 Server Down Or Bug
The server where GA4 collects data is down, so there is no data. this possibility is very small, very small, but i have encountered.
You can see the Google Ads Status Dashboard, which shows the status of Google Analytics in the last week:
All ✅ said that the product has been fine in the past week.
GA4 Cookie Structure Changes
If you use the Measurement Protocol to track, and the GA4 cookie structure changes, GA4 will not be able to track data, such as the problem that occurred in May 2025. GA4’s cookies became:
