June 17, 2025
Google Analytics 4 Events Not Showing Up in Reports?
Updated: June 17th, 2025
Here’s a situation. You have implemented event tracking with Google Analytics 4, but cannot see those events in reports. Or maybe you see the events, but some parameters/dimensions are missing? If this sounds familiar, you’ve come to the right place.
In this blog post, I will explain why Google Analytics 4 events are not showing up in your reports. So, if you are wondering, “why is my Google Analytics not showing any data?”, let’s dive in.
Table of Contents
There are various reasons why GA4 events are not showing up:
- #1. Not enough time has passed
- #2. Data thresholding
- #3. Incorrect date range
- #4. Internal/developer filter is active
- #5. Modify events rule
- #6. Longer delay in Admin > Events
- #7. Data is sent to the wrong GA4 property
- #8. Event parameters are not appearing in reports
- #9. (not set) in Google Analytics 4
- #10. Event name is too long
- #11. Adblockers block GA
- #12. Consent mode
- #13. ga-disable-XXXXXX
- Other useful resources
- Final words
Video tutorial
If you prefer video content, here’s the tutorial from my Youtube channel.
#1. Insufficient time
Google Analytics reports (excluding real-time and debugview) are pretty slow to process and display the data. It’s normal to wait 24-48 hours.
So if you have sent some events to GA4 reports and waited just for several hours, that is not enough. Check your data tomorrow. If that still does not work, wait one more day. If that does not help, then your GA4 events are not showing up because of some other reason (then check other tips in this blog post).
#2. Data thresholding
At the top of your GA4 standard or exploration report (where you are looking for events), look for a green checkmark.
If you see it, data thresholding is not applied, and you should skip to the next chapter of this blog post.
However, if you see an orange exclamation mark, click it. Does the warning mention thresholding?
If yes, then I think we found out why you are missing some events.
In a nutshell, when thresholding is applied, Google Analytics 4 hides rows with small numbers. I don’t know the exact number, but it looks like something below 50 users/events per row.
So, if you have tracked a small number of events, thresholding kicked in and hid the event(s) from the reports. Don’t worry. The data is not lost (however, it is hidden).
Usually, thresholding appears when your report is using some demographic data like age or gender. If you remove them from the report, all rows (even with small numbers) should reappear. Maybe the missing event is among them?
#3. Incorrect date range
We’re all human, and sometimes, we make mistakes. I recommend double-checking that you have selected the correct date range in your reports. Maybe you are looking at the date when the missing event was not tracked yet.
You can change the date range on the top-left corner (in Explorations) or in the top-right corner (of the standard GA4 reports).
#4. Internal/developer filter is active
In Google Analytics 4, you can exclude your internal traffic (that is coming from your employees/co-workers). That feature checks the IP address of the visitor, and if it matches the rules of internal/developer traffic, your events will be excluded. But that might be why you cannot see your events in the reports.
The first place to check is to go to Admin > Data settings > Data filters. If you see “Active” next to the Internal and Developer filters, this might be the reason.
But we are not done yet. In the Admin panel, go to Data Streams > Click your web stream > Configure Tag Settings > Show All > Define internal traffic.
This will open a list of rules that define internal/developer traffic.
- If you see no rules, your GA4 events are not showing up for another reason (in that case, continue reading this blog post)
- If you see some rules, click them and see what IP addresses are configured there. If one of them is yours, that might be why you don’t see your events in GA4 reports.
#5. “Modify events” rule
Google Analytics 4 allows you to modify incoming events straight from the GA4 interface. For example, it can add/edit/remove a particular event parameter. Or it can rename the event. Maybe that’s what’s happening in your case.
In Google Analytics 4, go to Admin > Events > Modify Event.
If you see an empty list, then “Modify event” is not why you are missing a particular event. But if you see some rules, click them individually and see what they are doing. Maybe one of them is looking for a specific event and then renames it?
To understand how this feature works, I recommend reading this chapter in another blog post.
#6. Longer delay in Admin > Events
Occasionally, I face a situation where (for some reason) the list of events in the GA4 admin panel is lagging behind other reports of Google Analytics.
I am talking about this list: Admin > Events.
Sometimes, it does not show particular events for days (even though other reports, like Reports > Engagement > Events work just fine).
So, my tip is not to fully rely on the Admin > Events list. Instead, check other places for the events:
- Reports > Engagement > Events
- Or build a Free form exploration (with the Event name as a primary dimension and Event count as a metric)
If you see the wanted event there, you’re good.
If you’re still worried about the Admin > Events section because that’s the place where you can mark events as conversions, chill. You can configure conversions in Admin > Conversions.
Go the, click New conversion event, and enter the event name manually there.
#7. Data is sent to the wrong GA4 property
Another mistake that can happen even to the best of us. The troubleshooting process for this issue depends on how you have installed Google Analytics 4.
First, go to Admin > Data Streams and check the Measurement ID there. It starts with “G-”
Now check either your GA4 tags in Google Tag Manager or the measurement ID in your GTAG (in the source code of the website. I talk more about this here).
If the measurement ID is not matching, that might be the cause of your problem.
Don’t know how to check how GA4 is installed on your website? Read this article.
#8. Event parameters are not appearing in reports
Maybe you have a different situation: you are seeing the incoming events, and you are sending additional parameters with them. But for some reason, you cannot see them in GA4 reports.
You go to Reports > Engagement > Events > click a particular event, and there you can see the parameters only from the last 30 minutes.
If you are sending custom event parameters to Google Analytics 4 (that are not mentioned in the documentation or here), they need to be registered as custom dimensions. Only then you will start seeing the parameters in the reports. However, remember that it will take up to 48 hours for the custom dimension to start populating data. Also, the custom dimension will not apply to the data collected before you created the dimension.
Learn more about custom dimensions in GA4 here.
#9. (not set) in GA4 reports
Also, it’s likely that once you build the report, you will see some mysterious (not set) value in one of the rows. There are various reasons for that. If you want to troubleshoot the (not set) issue, read this guide.
#10. Event name is too long
According to the official GA4 documentation, the event name cannot exceed 40 characters. So check the length of your event names.
If this tip indeed applies to your situation, shorten your names as soon as possible. Unfortunately, you cannot fix/restore the historic events that were already sent to GA4 in the past.
#11. Adblockers block Google Analytics
Call it a feature or symptom of today’s web browsing behavior, but the ad and content blockers are making life for web analysts difficult.
Popular browser extensions like Ghostery, AdGuard AdBlocker, and AdBlock Plus make it easy to block Google Analytics. So if you’re using one of the blockers, try disabling them and see whether it helped. So if you want to have a working preview mode, you’ll need to disable the extension.
Not sure which extension is causing the problem? Try disabling them one by one and see which one is the root of the cause.
#12. Incorrect consent mode setup
If you are running Google Ads in the EU, UK, Switzerland (maybe more regions will be added in the future, who knows), Google requires that you implement Consent Mode. Once it is implemented, it can also impact Google Analytics data collection.
In a nutshell, Advanced Consent Mode works like this. A visitor lands on a website, your tracking codes (including Google Analytics) fire. Since consent is not given yet, the behavior of some tracking codes changes (e.g., GA4 does not store cookies in the visitor’s browser).
Then, the user gives consent, and previous events (from the same page) + future events will be tracked as usual. If an event is sent with “analytics_storage” denied, such events will not be displayed in the Debugview. Later, that event *might* be displayed in standard reports and explorations (if data modeling starts working and reporting identity is Blended).
But if consent mode is not implemented correctly and all your events are sent with “analytics_storage” denied, then such events will not be displayed in the reports.
#13. ga-disable-XXXXXX
This reason happens rarely, but it’s still completely possible.
Check the source code of your website. For example, you can do that with a right-click on your page’s background > View page source. Search for “ga-disable”.
gtag.js library (used by Google Analytics) supports a feature that allows disabling Google Analytics on a page programmatically. This code is usually placed high in the source code, above gtag.js or the Google Tag Manager container snippet.
That feature looks like this:
window['ga-disable-GA_MEASUREMENT_ID'] = true;
GA_MEASURMENT_ID should be replaced with the ID that is used on your website, e.g., G-123456789, for example:
<script>
window['ga-disable-G-123456789'] = true;
</script>
<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-123456"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'G-123456789');
</script>
If you found window[‘ga-disable-GA_MEASUREMENT_ID’] = true in your source code, that’s the reason why events are not showing up. In fact, your Google Analytics shouldn’t work at all because this feature disables GA completely. What to do? Remove that line of code or ask the developer to do it.
Other useful resources
This is not the first (and probably not the last) troubleshooting article for Google Analytics 4. Here are two more blog posts that might help you with challenges:
Google Analytics 4 Events Not Showing: Final words
There are various reasons why events are not showing up in Google Analytics 4. For example, insufficient time, event name is too long, data is sent to the wrong property, and so on. I try to keep this list updated, so if none of the tips helped you, please post a comment below and describe your situation. I might update the article and add more ideas in the future.
If you managed to troubleshoot the situation yourself and found a new solution/reason, please post a comment, too. I might include that tip in this blog post as well.
50 COMMENTS
Hi Julius,
I bump into an issues that the events can be seen in real time report, BigQuery and via Looker Studio, but when I check in GA4 report nothing shows up and cannot be seen in the Admin section. I have setup another properties and it is working fine so it is not a tagging issues or sending data to the wrong GA account.
One thing is that I have multiple data stream and the one I setup earlier all the custom event appear correctly but the new data stream I setup recently, all the custom event is not showing up in the interface.
One other interesting thing is that I can setup custom dimensions in GA4 but the events also not showing up in the Event Section at all.
So really not sure what is happening although I can report the data via Looker Studio but I cannot set the conversion since it is now showing up in GA4.
Let me know if you have any thoughts.
Hi, you should not care about admin > Events. Just go to admin > conversions and add the conversion event manually.
Hi Kenneth, Did you find a solution to this?
I am also finding that I can see certain events in real time and in BigQuery, but not in the UI Reports section.
We were missing some events (saw them in Realtime, but they would disappear in the report the next day) until we marked the event as a Conversion. No idea why that would have helped, but since we flipped that switch they all show up. 🤔
If anyone has ideas why this would matter or what marking an event as a conversion really does, would be interested in any insight.
Hello,
I am having this issue where I have created an event and then created the New Conversion Event but the Conversions by Event name is not giving me the name. I have followed the instructions and even named the page Contact_visits
Appreciate your feedback very much!
Thank you!
Can you specify where are you looking for "conversions by event name"?
Hi Julius,
I am currently working on GA4 migration. We have a custom dimension that is registered with an event parameter that returns string. But the value of the custom dimension is populated in the exponential format in real time report, custom report and the application that receives the data.
Please find the example:
Actual Dimension value : 86594184624443841463509305394505323179
GA4 custom dimension value : 8.65941846244438E+37
With UA, we are not facing this issue. The value is received as it is.
Only GA4 custom dimension populates data in scientific/exponential format. Please help to provide any suggestions on this?
Thank you!
GA4 thinks that this is a number thus, it shortens it. Try adding any letter to the beginning of this dimension, e.g. "a1234567890...". That should fix the problem.
Hi Julius,
I have 10 events that are showing in Admin -> DebugView and Admin -> Events. However only 3 events are in Engagement -> Events. Any idea?
Thank you!
All ideas I have are listed in this article
Hi
Cool post. I'm sending a Purchase Event via google Measurement Protocol to G4, but it does not show. i validated the event via the debugger for GMP and all is good.
Am I missing something as Purchase event should be standard and already marked as a conversion. The data is simply not there even efter 96 hours
hope you have some insights
Do you mean this debugger? https://ga-dev-tools.google/ga4/event-builder/
If yes, then maybe your property is affected by Thresholding?
Make sure your event data looks like this.
{
"client_id": "661081259.1694691724",
"events": [
{
"name": "offline_score_purchase",
"params": {
"engagement_time_msec": "100",
"session_id": "1694691723",
"value": 13,
"aff_cid":"test123"
}
}
]
}
Hi,
Thanks for sharing this article. I tried everything but conversions show 0 on the acocunt. no conversions are showing up. In admin> conversions there's only one item names purchases which is at 0 too. something is not adding up thus, conversions arent getting tracked. What do you think? Thanks
Hi,
I was facing the same issue where everything was in place, like the tag set-up, trigger, variable, and other settings, but the events were not tracked in GA4. Neither can I see any events coming in debug mode. I followed each of the steps mentioned in this blog but still had no luck.
After, researching for a very long time, I noticed that it has something to do with the cookie consent on the website. So I later figured out that if there is any consent program running on your site, then the user must give consent for his data to be stored in analytics.
This consent parameter is analytics_storage, which can be found in the Consent tab while in preview mode in GTM. If the consent status for this particular parameter is denied, then that particular event won't be tracked in GA4 nor will it come up in debug mode.
The solution for this is to create a custom cookie banner using GTM, which enables the user to accept or deny the cookie, and add a consent mode tag to the site to be initialized on all the pages of your website. Another option is to ask your developer to add a consent policy with an analytics_storage consent type to be pushed into the data layer.
Thanks
Thanks a lot. My issue has been resolved after reading your reply. The uBlock blocks my requests.
According to the post, the Real Time data flow will get shown immediately after I modify the code of the web page, isn't it? But it does not happen.
Almost immediately. But several minutes of wait might be needed. If those changes are not reflected something is configured incorrecly.
Thanks for your quick reply! So my issue is due to uBlock which incorrectly blocks the requests from being sent to GA server. You may add this to your post FYR.
OMG! It's been an hour I'm banging my head for this. In my case, it's two important conversions which aren't showing. Plus, the data I get in real-time, standard and admin reports are all different. I triple-checked the implementation, everything works. It just doesn't make any sense. I'll deep dive into this thresholding thing. Many thanks!!
Hi, I am having troubles with a specific GA4 account. I create new events, which are tracked in the debug view but are not visible in the report. On top of this, since the event is not visible, I cannot "switch it on" to make it a conversion.
However, if I save in the library a new report for events WITHOUT "users" as a metrics, I can see all events.
It seems there is a problem with the metric USERS since GA4 is collecting data but not showing them. I really have no clue how I can solve this...any thoughts would be more than welcome :-)
You don't need the event to appear to mark it as a conversion. You can add conversions directly in Admin > Conversions.
As for everything else, difficult to say without seeing this in action.
In my case it was that this style of code no longer works with new analytics.
ga('send', 'event', [eventCategory], [eventAction], [eventLabel], [eventValue], [fieldsObject]);
Use the new style
https://developers.google.com/analytics/devguides/collection/gtagjs/events
I don't know why GA4 takes about 8 hours for the activity to show up in reports, when with UA, the activity showed up within minutes. I'm wondering if Google is throttling the speed of posting in GA4.
It's usually 24+ hours for GA4, not 8
I am having the weirdest problem, event is showing in the explore reporting, but it's not appearing in the list of events in admin (so I can't make it a conversion). Very very strange!
You can make the event as a conversion at any point. Go to Admin > conversions and enter the event name there
My case is very strange. In an online store I configured the events in GTM correctly and the data came out fine. As a result of the fact that the people from Google Ads added the configuration to me in GTM, the add_to_cart event is not displayed and even if I add it manually in Events, it does not count. In the GA4 debug and in GTM the add_to_cart event is not displayed either and it is added. I have tried the solutions you give and I can not solve it.
If you have missing events and you want to see the event counts after turning on google signals, use GDS to view it.
It works like charm!
I'm just trying to use UTM paramaters like I've always done in UA without any issues. I go to Reports > Acquisition > Traffic and change to Session Source / Medium. Nothing there.
I have printed assets all over the place with UTM codes. I just want to know how many clicks I am getting from each QR code/UTM.
This wasn't hard in UA.
I have an Event Name and I can view data with a custom parameter but only for the past 30 minutes. How can I see data for this event name with custom parameter for custom time range (say 7/1-7/31)?
Read tip #8
Hi Julius!
I encountered this problem way back and I cant remember when it started. My main issue is that in my Events report, it does not show 'page_view' by default. So recently I installed a new property, different from the original GA4 property that is initially installed in the site and connected to UA.
When I did this, the 'page_view' event appeared, but I think the data gathered during the days that the new Property is up - the data/numbers also doubled. Did the steps you mentioned in this article but it seems that does not work for me. What do you think should I do?
Hi Julius thanks for this. I'm trying to send custom metric values for the CWV template that Simo did to GA4. I'm seeing the values in real time and also in preview debug is all fine. When we pull the values in data studio, it shows the custom dimensions to select but the values are all 0.0000. I'm trying to build out a report for average stats for CLS, FID and LCP so that's why I want to use a custom metric so these can be calculated later on.
I've waited a few days to see if it's a lag that's causing the issue but it doesn't look to be the case. Do you have any pointers for this?
Hi Julius,
I'm having the same issue. events are showing on real time, debug mode but not showing in the Conversions: Event name. We created Google tags for four form submits with GA$ events, that tags are firing correctly, events are showing in the real time data, but not showing neither on events nor on Conversion: Event name reports. I haven't used any adblock as well. Google signal is also device based only so it is not thresholding issue as well. We've have been trying to fix more than a week now. Any solutions for this issue?
Hi Julius!
I've created a report sessions, item viewed, product add to cart, products purchased and product revenue. I can see that in some cases the add to cart event is not 0 and then you may see a purchase or not. However, the thing I don't understand is that in some cases, the add to cart or the item viewed is 0 but then there's a purchase made. Hope you've come across a similar situation?
Many thanks!
Hi Julius!
I am having an issue with a client account that has been setup as a new analytics account and we have setup a new custom event for a button click. But all the tests we send dont show in the reports section, the events section or the admin section.
We do however see it come in via debug view and we can see the event in line graph reports but not the table and it shows in a freeform explore report too.
We can see thresholding is applied to the report but we dont want to lose any sort of demographics data by switching the reporting identity over to device based. Any suggestions as I checked this whole list and nothing seemed to have been relevant to our situation
I have another problem - data reflects in two places:
1. Google Tag Assistant (under variables)
2. Google Analytics - Realitime
But when I try adding these data points to the report, nothing comes up - says "(not set)", in fact these parameters (custom ones) have been added to custom definitions?
I am sending events via REST API. problem I am facing is that number of events are matching with the request I am sending. For example: I have sent 8500 events in last one month but GA 4 is displaying only 2200 events. In event section it says "Unsampled report" so no problem of data threshold. What might be the reason for this huge difference.
Hi Julius
I found something funny.
GTM tags fire, they have correct measurement ID but GA4 debug mode (and reports) doesn't report the event/conversion associated.
It's a pardot form to which my client has changed a line of the thank you code. The old forms are fine so I can assume that line of code is the problem, but I don't get why in GTM all seems fine. Where and what fails to pass this event to GA4?
Hello! Can somebody help me? The 'purchase' conversion event on GA4 shows 0 value. I can't click it to mark it as conversion. Have you experienced similar issue?
I've implemented multiple events but they don't seem to be showing inside GA4 panel. They are being triggered as they work in GTM preview on a published container. AND also they appear in the realtime reports but not in the Explore, Reports or Admin section where all events are. Any ideas?
Hi Julius,
I created a tracking tag in Google Tag Manager to monitor Vimeo videos on my website. I tested it, and it seemed to work, so I published it. I checked Google Analytics 4 in real-time, and it was tracking all the attributes that I set up in the tag. However, after waiting for 72 hours, I still haven't seen any reports in the Events section in GA4.
I have some events tracking in GA4 and are toggled on as conversions. The events are counting and explore reports show session attribution. However under conversions they report as 0 and the isconversion parameter is listed as not set. Thoughts?
Hello, Video engagement is enabled in Data stream-> measuring events. But the events video_start, video_progress, and video_complete -don't showup in Events report. Do I need to create these events manualy, or try to find out why there're not shown up (however they considered automaticaly measured events on ga4). All the other events fro, "scroll", "files download etc" are there and work well. not GTM used, all the events enabled directly in GA 4. Thank you
Hi Alex,
I am having the same issue, standard related video reports are not showing as well. Were you able to find a solution for this? Looking forward with your response. Thanks in advance.
Hello, I recently created 3 events through GTM and when i view preview mode in GTM the tags fire exactly when they are meant to but for some reason if i check through any type of GA chrome extension debugger, GA4 debug mode or even access the GA4 configuration tag which contains the measurement ID in my gtm preview mode the events are not there and they also are not showing up in my reports noting that I went through all debugging methods in this article and verified they are not the case
Same
Hi, Julius!
After i set up conversion API, google does not collect the data in GA4, Also events are not showing. Its showing default's events only. if you have any solution, please let us know.
Ankit.
Hi, I have added a new event with two parameters "event_name" and "page_location". The Value for event name is 12 characters and I copied the URL from the website for page_location Value. For both operator is set to "equals". I can see the page path come through in the engagement reports but the event never shows up in the engagement report or in the Settings > Events admin page. I do not have any event modifications and this is mimicking another event that is tracking correctly. Since the page path is showing up in the reports, I feel like GA4 tag must be installed correctly on the page. Any thoughts?