If you have ever looked at your GA4 data and thought “I am not entirely sure I trust this,” you are not alone. It is one of the most common things we hear from new clients, and more often than not, they are right to question it.
A GA4 audit is where we start with most businesses we work with, and for good reason. Before any decisions get made on the back of data, it is worth knowing whether that data is actually telling you the truth.
Here is what a GA4 audit typically covers and questions you should be asking:
Whether your data streams, events and parameters are set up correctly
- Are your events and parameters set up correctly and firing when and where they should?
- Or are GA4 and GTM a mess?
Whether your conversions are tracking accurately and completely
- Are your conversions tracking accurately and with the right metrics against them, or are some not showing the truth you expect?
Whether your channel grouping is attributing traffic in a way that makes sense
- Is your traffic being attributed to the right channels, or is everything landing in “direct”?
Whether there are gaps, duplications or anomalies skewing
what you are seeing
- Are there anomalies or duplicate events quietly skewing what you are seeing?
- Are you missing anything important that would really help?
Whether your setup reflects how your business actually works,
rather than GA4's default assumptions
- GA4’s default setup rarely fits how a real business works. Yours should.
What we find varies from business to business, but there is almost always something. Sometimes it is a small fix. Sometimes it is a more significant misconfiguration that has been quietly affecting reporting for months without anyone realising.
Either way, knowing is always better than not knowing.
If your GA4 setup has never been properly reviewed, or if something in your data has never quite added up, it is probably worth a conversation.
Need help answering those questions? We’d love to talk through your pain points and how we could help.