Analytics Audit

Before we tell you what to change, we verify that the numbers you are using to judge the change are actually correct. Our analytics audit reviews your Google Analytics 4 property end to end, validates that conversions are tracked accurately, and identifies every place where your reporting is quietly lying to you.

What we examine

Every analytics audit in the plan works through this checklist. Nothing is skipped because it looked fine at a glance.

• GA4 property and data stream configuration
• Tag deployment — duplicate tags, missing pages and firing order
• Google Tag Manager container hygiene, unused tags and broken triggers
• Event tracking coverage against the actions that actually matter to your business
• Conversion and key event configuration, including value assignment
• Ecommerce tracking accuracy, validated against your back-office order data
• Internal traffic and developer traffic filtering
• Referral exclusions, particularly payment gateway round-trips inflating sessions
• Cross-domain tracking where your funnel spans multiple domains
• Attribution model settings and the reporting window in use
• Data retention configuration and the reporting horizon it gives you
• Consent mode implementation and its effect on data completeness
• Search Console linking and BigQuery export configuration
• Bot and spam traffic contaminating your reporting
• Channel grouping accuracy, especially organic being misattributed as direct

Problems we find most often

These are real patterns from audits we have delivered. If any of them sound plausible for your site, they are worth checking.

• A payment gateway missing from referral exclusions, so every purchase was attributed to the gateway
• The GA4 tag deployed twice, doubling every session count for eighteen months
• Key conversion events firing on page load rather than on the actual submission
• Data retention left at the two-month default, making year-on-year analysis impossible
• Internal office traffic never excluded, inflating engagement on staff-heavy pages

What you receive

• A written section in your monthly audit report covering every checkpoint above
• Each issue scored by expected impact and implementation effort
• Evidence for every finding — screenshots, exports or reproducible URLs
• Step-by-step remediation instructions written for whoever will do the work
• A comparison against the previous month showing what your fixes moved
• Direct email access to the specialist who produced the section

How this fits the complete audit

This discipline is part of our audit plans rather than a standalone purchase, because findings in one area almost always explain symptoms in another. A ranking drop that looks like a content problem is frequently a crawl problem, and you only see that when the same team reviews both. Which plan includes it is set out on the pricing page — plans start at $29.99 per month, and the Professional plan at $101.99 covers all seven.