A manufacturing company's GA4 was silently missing 47% of lead-form submissions. For over a year, they underinvested in their best-performing channel because the data said it wasn't working.
A manufacturing company's GA4 property was missing 47% of lead-form submissions. Nobody caught it for over a year. During that time, decisions about which channel to invest in were made using data that was silently, systematically wrong.
47%
of lead-form submissions missing from GA4
This case is documented in Kissmetrics' GA4 data-accuracy research — cited as a real, published example, not an Archiom-measured result.
The missing 47% of leads was never the actual cost — it was the budget and channel-strategy decisions confidently made on top of that incomplete picture, for over a year, that were the real cost. That's the argument for periodic audits: not paranoia, just checking the foundation the decisions are standing on.
Backend & architecture
Archiom's backend group — multi-tenant SaaS, APIs, and the infrastructure decisions that quietly determine whether a product scales.
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