GA4 Audit — Find What's Broken Before It Costs You
Most GA4 properties have 5–15 fixable issues silently corrupting their data. Our audit finds every one of them — duplicate events, misconfigured conversions, missing parameters, bad filters — and delivers a prioritised fix list so you know exactly what to do next.
We review your measurement strategy from the top down — are the right events being tracked, do your conversions align with actual business goals, and is GA4 set up to answer the questions your team actually asks?
A line-by-line review of your GA4 configuration — duplicate events, misfiring tags, missing parameters, broken conversions, filter issues, cross-domain tracking, and anything else silently corrupting your data.
Are you actually using GA4 to its full potential? We assess your custom dimensions, audiences, funnel explorations, and attribution model setup — and identify where reporting gaps are leading to missed insights and wasted budget.
What's Covered in a GA4 Audit
Property & Stream Configuration
Data retention settings, time zone, currency, cross-domain tracking, referral exclusions, and internal traffic filters — the foundational layer most audits skip.
Event Tracking Accuracy
Verify all custom events fire correctly, parameters pass the right values, and enhanced measurement settings aren't creating duplicates or noise.
Conversion Configuration
Review every conversion event — correct classification, deduplication logic, counting method (once vs. every), and whether they reflect real business outcomes.
eCommerce Tracking Review
Validate GA4 eCommerce events — product impressions, add-to-cart, checkout steps, purchase — against backend transaction data to confirm accuracy.
Data Layer & GTM Validation
Check that your data layer is structured correctly, values are being passed reliably, and GTM is firing events without race conditions or misfires.
Bot & Spam Filtering
Identify inflated sessions from bots, scrapers, or known spam sources — and confirm your filters are actually doing their job.
Audience & Segment Definitions
Review remarketing audiences, predictive audiences, and custom segments to ensure they're built on clean data and correctly scoped.
Cross-Platform Data Reconciliation
Compare GA4 metrics against Google Ads, Meta, CRM, or backend data to surface discrepancies and identify which platform to trust.
Attribution Assessment
Review the accuracy of channel groupings, UTM taxonomy, and attribution model settings — going beyond source/medium to assess data-driven attribution quality, assisted conversions, and whether your channel data actually reflects how customers find you.
What We Typically Find
- Duplicate purchase or lead events counting conversions twice
- Form submissions firing on page load, not actual submission
- Internal traffic inflating sessions and bounce rate
- Missing eCommerce parameters (revenue, item_id, quantity)
- Cross-domain tracking broken — sessions splitting mid-journey
- Referral spam from known bot domains inflating traffic
- Conversions set to "every" instead of "once" per session
- Data retention set to 2 months — historical data disappearing
- GA4 and Google Ads conversion counts wildly misaligned
- Enhanced measurement creating noisy, unreliable event data
How the Audit Works
Access & Kick-Off
You grant viewer access to GA4 (and GTM if relevant). We confirm scope and timeline — typically 3–5 business days.
Deep Property Review
We systematically review every area — configuration, events, conversions, eCommerce, data quality, cross-platform alignment.
Prioritised Findings Report
Every issue is documented with context, business impact (critical/high/medium/low), and a specific recommended fix.
Walkthrough & Q&A
We walk through the report together, answer your questions, and agree on next steps — whether you fix internally or we handle it.
What You Get at the End
Written Audit Report
A clear, structured document covering every finding — what's broken, what's missing, what's misleading your data, and what's working well.
Prioritised Fix List
Every issue ranked by business impact — Critical, High, Medium, Low — so you or your team knows exactly what to tackle first.
Specific Recommendations
No vague "fix your tracking" advice. Each finding includes a precise recommended action — what to change, where, and why it matters.
Google Analytics Certified
Every audit is conducted by Brady Hancock — Google Analytics certified, with 7+ years and 150+ properties audited across eCommerce, SaaS, lead gen, and enterprise.
Google Analytics Certified
GA4 Audit — Frequently Asked Questions
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White Label for Agencies
Need GA4 audits delivered under your brand? We offer white label partnerships.