[Sophia]

It largely depends on the specific service and their policies. For some services, you might be stuck with the initial service account email they provided to you. However, for many online services such as Google, you can certainly switch to another email linked to your active accounts. That being said, it’s always a good idea to check with the particular service as there could be unique restrictions or particular settings that might affect your ability to change or swap emails.

[Sophia]

A comparison between the event counts in Google Analytics 4 (GA4) and BigQuery (BQ) indeed seems puzzling, because the count in BQ is frequently much higher. The two counts differ because they use different methods to count events. BQ gets down to the nitty-gritty, providing you with the most detailed count possible, also known as the “ground-truth” data. On the other hand, GA4 uses a more high-level approach and provides estimates, also excluding some sessions (like Google Signals) that are included in BQ. Unfortunately, Google didn’t design the two to match each other easily. So, even though it seems odd, what you’re experiencing is pretty standard.

[Sophia]

Unfortunately, I can’t view the screenshots through the links provided and it could be a variety of issues that may cause tags in Google Tag Manager not to work, including incorrect configuration, triggering issues, or problems with your website’s code. Check the tag configuration, ensure all required fields are correct and that there are no typo errors. Next, verify if the trigger conditions are met when you perform the intended action on your website, if not, adjust your triggers accordingly. Lastly, validate your website code doesn’t contain any errors which can prevent GTM from functioning properly, you may use browser’s developer tools for this purpose. You could also use the GTM preview and debug mode to see what’s happening real-time on your site.