The following could be the main reasons why your GA4 Real-time report is not working and why you are not able to see the desired data:

1. You are not using the ‘Blended’ reporting identity.
2. The data filters are blocking your visit.
3. The GA4 Configuration tag does not fire.
4. You forgot to publish the changes made to your GTM container.
5. You are looking into the wrong GA4 property.

#1 You are not using the ‘Blended’ reporting identity.

When you use the ‘Blended’ reporting identity, GA4 can identify users by all possible methods (user id, Google Signals, device ID and modelled data).

But when you use the ‘Device-based’ or ‘Observed’ reporting identity, your GA4 reports may reflect only a subset of users. 

This is because the ‘Device-based’ reporting identity evaluates only device IDs. Whereas the ‘Observed’ reporting identity does not evaluate modeled data.

So when testing your data via real-time reports, change the default reporting identity of your GA4 property to ‘Blended’.

Note(1): When you change the reporting identity, the changes made to your data collection are not instantaneous. So you may need to wait for 30 minutes to an hour before you resume your testing.

Note(2): Changing the reporting identity does not permanently alter the GA4 data collection, and it works retroactively. So you can safely change the reporting identity as many times as you want.

Note(3): Instead of changing the reporting identity of a live GA4 property, I recommend that you use a GA4 test property and change its reporting identity.

#2 The data filters are blocking your visit.

In GA4, you can include or exclude certain event data via the setting called ‘Data Filters’.

GA4 supports two types of data filters:

1. Developer traffic
2. Internal traffic

When developers work on your website/mobile app, they need to visit your website/mobile app often in order to debug tracking setups. Such traffic to your website is called ‘Developer Traffic‘.

To exclude developer traffic from GA4 reports, we create and use the ‘developer traffic’ data filter with ‘Exclude’ as the filter operation.

If you exclude developer traffic using the ‘developer traffic’ data filter, you won’t see that data in real-time reporting since it is excluded.

You will then have to use the DebugView report.

We use the ‘Internal traffic’ data filter to exclude internal traffic from GA4 reports.

The traffic generated by you or your employees, suppliers and other service providers to your website is called ‘Internal Traffic‘.

Internal traffic can also include the traffic generated by your developers.

But to exclude such type of traffic, we use the ‘developer traffic’ data filter and not the ‘internal traffic data filter’.

This is because if you exclude the ‘developer traffic’ via the internal traffic data filter, then your developer will not be able to see the test data in the DebugView report.

If you exclude internal traffic and and your own IP address is part of this exclusion then you won’t see any test data in the GA4 real-time report.

You will then have to use the DebugView report.

The DebugView report shows data at the hit level before any filters or configurations are applied. That’s why it is better to rely on the DebugView report than on the real-time report for debugging.

If you do not see data even in DebugView, it may be due to other issues, such as implementation errors.

Check the configuration settings of your internal traffic data filter to make sure that your own IP address is not a part of the exclusion.

If it is, then temporarily deactivate your data filter.

Note: When you change the current state of a data filter, the changes made to your data collection are not instantaneous. So you may need to wait for 30 minutes to an hour before you resume your testing.

#3 The GA4 Configuration tag does not fire.

When the GA4 configuration does not fire for whatever reason, you will not see any test day in your real-time report.

The following are the common reasons for the GA4 configuration tag not firing:

#3.1 The GA4 configuration tag does not fire because you previously opted out of tracking? 

You may have opted out of GA4 tracking in the past via the cookie consent popup or any other opt-out mechanism on your website. As a result, the GA4 configuration tag does not fire on subsequent website visits. 

When a user opts out, a cookie or another form of local storage is usually set in the user’s browser to remember this preference. As a result, even if the user visits the website again, the GA4 configuration tag will not fire unless the user opts back in.

If you suspect this might be the issue, you should clear all browser cookies and cache. Clearing the browser cookies and cache will remove the opt-out preference stored in the browser, and the user will be prompted again for their tracking consent.

If the website offers the ability to modify consent preferences, revisit the cookie consent popup and opt back into tracking.

#3.2 Browser extension(s) is stopping GA4 configuration tag from firing.

Some browser extensions, particularly those designed for privacy and ad-blocking, such as ‘Google Analytics Opt-out add on’, uBlock Origin, Adblock Plus, Ghostery, or Privacy Badger, can block GA4 configuration tags from firing.

Sometimes Browser extension or WordPress plugin (if you use WordPress), completely unrelated to privacy, might stop the GA4 configuration tag from firing or firing correctly.

This interference could be due to script conflicts, resource loading issues, or other unintended interactions between the plugin/extension and the website code.

Use the following methods to fix these issues:

1) Temporarily disable all browser extensions/plugins and check whether the GA4 configuration tag fires correctly. If it does, enable the extensions/plugins one by one to identify the culprit.

2) Check the developer console for any errors or warnings when the GA4 configuration tag is supposed to fire. This can provide clues about which extension/plugin might be causing the issue.

3) Ensure the interfering extensions/plugins and the web browser/WordPress are updated to their latest versions. Developers often resolve compatibility issues in updates.

4) Review the WordPress error logs and the server error logs for any issues related to plugin conflicts or resource loading failures.

5) Reach out to the developers of the interfering extension or plugin and provide details of the issue so they can address the compatibility problem.

6) Explore alternative plugins or extensions that offer similar functionality but do not conflict with GA4.

My Step-By-Step Blueprint For Learning Google Analytics 4 BigQuery

Get the only ebook on GA4 BigQuery ever published (83 Pages)

Download the FREE ebook

#3.3 The GA4 configuration tag is not set up correctly.

There is always a possibility that the GA4 configuration tag is firing on some pages but not on others.

So, the configuration tag may not be firing on the landing page you are testing.

Review the triggers set for the GA4 configuration tag. If the tag is intended to fire on all pages, ensure that an “All Pages” or equivalent trigger is set.

Use tools like Google Tag Assistant or similar browser extensions to monitor and debug tag firing on the landing page.

Verify whether other tags are firing correctly on the same page, which could indicate whether the issue is specific to the GA4 configuration tag.

Investigate whether there are any page-specific scripts or conditions that might be preventing the tag from firing.

#3.4 The GTM container tag is not firing.

If the GTM container tag does not fire for whatever reason, none of the tags within that GTM container, including the GA4 configuration tag, will fire.

The following are the main reasons why the GTM container tag does not fire:

1. The GTM container code might not be installed correctly on your website.
2. Your website’s Content Security Policy is blocking requests made by GTM.
3. A browser extension or ad blocker may block GTM.
4. JavaScript errors on the website may prevent the GTM container tag from firing.
5. The GTM container on the website is outdated or not published.
6. Users may have opted out of tracking, preventing GTM from firing.
7. The VPN that you use could be blocking GTM. Temporarily turn off your VPN services and check if GTM starts working.

#3.5 Missing GTM container code can stop the GA4 configuration tag from firing.

There is always a possibility that the GTM container code is firing on some pages but not on others.

If a page is missing the GTM container code, none of the tags within that GTM container, including the GA4 configuration tag, will fire on that page.

Check the source code of your landing page and verify the presence of the GTM container code.

Use the developer console to inspect console logs for any GTM-related errors. Monitor network requests for GTM server calls to validate if GTM is actively working.

My Step-By-Step Blueprint For Querying GA4 data in BigQuery without understanding a single line of SQL.

Query GA4 BigQuery Data via ChatGPT (73 Pages)

Download the FREE ebook

#3.6 You are using the wrong web browser for GA4 debugging.

The choice of web browser can significantly impact the ability to effectively debug GA4 implementation due to differences in security features and default settings.

For example, the ‘Brave’ browser strongly focuses on user privacy and data protection. Its built-in security feature, “Shields”, can block both GA4 and GTM.

I recommend using Google Chrome for debugging purposes as it is generally more compatible with Google products and services.

#3.7 Content Security Policy is blocking GA4/GTM

Content Security Policy (CSP) is a security standard introduced to prevent various security issues caused by code injection attacks, including cross-site scripting (XSS). 

However, if not configured correctly, CSP can block legitimate requests such as those made by GA4 or GTM.

Open the developer console and check for any CSP error like the one below:

Refused to load the script ‘https://www.google-analytics.com/analytics.js’ 

because it violates the following Content Security Policy directive:…

If you have identified that CSP is blocking GA or GTM, you will need to update your CSP directives.

#3.8 The use of iframe can affect the firing of the GA4 Configuration tag.

The use of iframes can potentially block the GA4 configuration tag from firing due to a concept known as the “same-origin policy.”

Suppose an iframe is loaded from a different domain. In that case, the same-origin policy will restrict the iframe content from accessing the parent document’s properties, which can block the GA4 configuration tag from firing and collecting data.

Even when an iframe is loaded from the same domain as the parent document, it is still considered a separate document, and its content is isolated from the parent document. This isolation can lead to several challenges in collecting GA4 data accurately.

For example, the GA4 tag inside the iframe won’t have direct access to the parent document’s URL, which could affect the accuracy of the collected data, particularly the attribution of traffic sources and campaign parameters.

Cookies and local storage are also isolated within the iframe.

As a result, any cookies or local storage data set by the parent document won’t be accessible by the GA4 tag in the iframe, and vice versa. This can impact user identification and session tracking.

The GA4 tag inside the iframe will only be able to track interactions that occur within the iframe itself and won’t capture events on the parent document.

To avoid these problems, it is generally best to fire the GA4 configuration tag outside of the iframe.

This will ensure that the tag is not subject to the same-origin policy and has access to all the data it needs to accurately track the user’s interactions with your website.

My Step-By-Step Blueprint For Setting up Phone Call Tracking in GA4 (Google Analytics 4)

Google Analytics Phone Call Tracking Setup (83 Pages)

Download the FREE ebook

#3.9 Connectivity problems between the user’s browser and Google’s servers

If there are connectivity issues between the user’s browser and Google’s servers, the GA4 configuration tag may not fire, or the data might not be sent or received correctly. This can result in gaps or inaccuracies in the analytics data.

#4 You forgot to publish the changes made to your GTM container.

If you make changes within your GTM container but forget to publish those changes, the modifications won’t be applied to your live website.

As a result, you won’t see the impact of those changes in your real-time reports in GA4.

Publishing the container is critical to ensure that all the tags, triggers, and variables that have been added or modified are activated on your website.

Neglecting to publish after making changes is a common oversight that can lead to discrepancies and missing data in your real-time analytics reports.

#5 You are looking into the wrong GA4 property.

Make sure that you are checking the real-time report of the correct GA4 property.

Ensure that the measurement ID used in your GA4 configuration tag matches the one in your GA4 property.

Suppose there is a mismatch between the Measurement ID in your GA4 configuration tag and the Measurement ID of your GA4 property.

In that case, the data will not be sent to the correct property, leading to discrepancies in your reports.