Google Analytics 4 (GA4)
Audit Report

Every decision about where budget goes runs on numbers out of Google Analytics 4. Misconfigured events, conversions counted twice, and polluted traffic sources do not announce themselves; they just make one campaign look better than it was and another look worse. So the winners get cut and the budget stays cautious. We go through your GA4 property and tell you which numbers you can spend against.

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Overview

What this includes

Measurement accuracy

Garbage in, garbage out. We verify that the events and conversions being tracked in GA4 actually reflect real user behavior, so your reports reflect reality rather than noise.

Property configuration review

We go through your property settings, data streams, conversion events, and reporting structure to find what's misconfigured, what's missing, and what's quietly skewing every report your team reads.

Tag implementation audit

Duplicate tags, misfiring triggers, and broken variables are the most common culprits behind bad data. We inspect your GTM setup, firing rules, and data layer to confirm tags fire correctly and consistently.

Prioritized fix list

No jargon, no fluff. You get every issue we find ranked by impact, with what's broken, why it matters, and what fixing it will do for your reporting and decision making.

Our process

How we run a Google Analytics 4 audit

Talk it through

Discover your needs

We start by learning how your business tracks success. We review your current GA4 setup, your marketing stack, and what questions your data should be answering but isn't. This gives us a clear baseline before we touch anything.

Review your GA4 configuration

We go through your GA4 property settings, data streams, conversion events, and reporting structure. We check for misconfigured events, missing conversions, and anything that's silently skewing your data without you knowing it.

Audit your tag implementation

We inspect your Google Tag Manager setup, firing rules, triggers, and data layer to make sure tags are firing correctly and consistently. Duplicate tags, misfiring triggers, and broken variables are the most common culprits behind bad data.

Identify tracking gaps and errors

We document every gap between what your site does and what your analytics actually captures. Form submissions, scroll depth, button clicks, ecommerce events, outbound links — if it's not tracked, you're making decisions on incomplete data.

Deliver a prioritized fix list

You get a clear report of every issue found, ranked by impact. No jargon, no fluff — just what's broken, why it matters, and what fixing it will do for your reporting and decision making.

Find out why your GA4 data can't be trusted.

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Common questions

What is a GA4 audit and why do I need one?

A GA4 audit is a full review of your Google Analytics 4 setup to find misconfigured events, missing conversions, duplicate tracking, and data gaps. If your team is making marketing decisions based on GA4 data, you need to know that data is accurate. Most GA4 setups have at least a few issues — many have significant ones that silently skew every report.

How do I know if my GA4 is set up correctly?

Most businesses don't — that's the problem. Common signs something is wrong include conversion numbers that don't match reality, sessions that seem too high or too low, events firing on the wrong pages, or Google Ads optimizing toward the wrong actions. An audit surfaces exactly what's broken and what it's costing you.

What does the audit cover?

We review your GA4 property settings, data streams, conversion events, Google Tag Manager container, tag firing rules, data layer, and how your analytics connects to Google Ads and any other platforms. We document every issue and deliver a prioritized fix list with clear next steps.

Do you fix the issues or just report them?

Both options are available. The audit delivers a full report of every issue found. If you want us to handle the fixes, we offer implementation support to resolve everything end to end — GTM updates, GA4 configuration changes, and validation testing before we close out.

What happens after the audit?

You'll have a clear picture of exactly what's wrong with your tracking and what to fix first. Most clients move into implementation immediately after. We can handle that work or hand the fix list to your internal team — either way you leave with actionable next steps, not just a report.

Related services

Analytics & Tracking

Google Tag Manager Audit

Container cleanup and tag governance, so the conversion numbers you allocate budget against are ones you can defend.