GA4 property review
We check data streams, data retention, filters, referral exclusions, cross-domain settings, custom definitions, key events, attribution settings and product links, and note every setting that skews your reports.
GA4 Audit Service That Finds Every Tracking Leak
Our GA4 audit service checks your GA4 property and Google Tag Manager container line by line, then fixes what's broken in the order that matters most to revenue.
- Carrum Health: data accuracy
- 95%data accuracyCarrum Health
- LR&C: more accurate data
- 14%more accurate dataLR&C
- Carrum Health: less manual reporting
- 60%less manual reportingCarrum Health
Signs you need a GA4 audit
A GA4 audit pays for itself when the data is quietly wrong. These are the patterns we see most:
- Conversions jumped or dropped overnight, and nothing changed in your campaigns.
- Purchases or leads are counted twice because GA4 and a plugin both send them.
- Smart Bidding is optimizing on micro-conversions like page views instead of real leads.
- Your GTM container has hundreds of tags, and nobody knows which ones still matter.
- The cookie banner blocks everything, or nothing, depending on the page.
What's included in the GA4 and GTM audit
GTM container review
Every tag, trigger and variable is checked for duplicates, dead tags, misfiring triggers and hardcoded values. You get a clear list of what to keep, fix and delete.
Key event and conversion validation
We test each key event and ad platform conversion on your live site and compare counts across GA4, Google Ads, Meta and your CRM to find double counting and missing data.
Consent and privacy check
We confirm Consent Mode v2 is set up correctly, tags wait for consent where they should, and no personal data such as emails is sent to GA4 in URLs or parameters.
Data quality review
We look for spam traffic, self-referrals, "(not set)" values, unassigned channels and broken UTM conventions, then trace each one to its cause.
Prioritized fix report
Every finding is ranked by business impact and effort, with screenshots and the exact fix. The report is written for marketers, with technical notes for developers.
Fix implementation
We can fix the findings for you in GTM and GA4, then re-test, so the audit ends with working tracking rather than a list of problems.
How the GA4 audit works
- 1
Days 1–2
Access and kickoff
You grant read access to GA4, GTM and the ad accounts, and tell us which numbers you trust least.
- 2
Week 1–2
Audit
We review settings, test events on the live site and compare platform numbers.
- 3
End of week 2
Report and walkthrough
We present the ranked findings on a call and answer your team's questions.
- 4
Week 3–4
Fixes
If you choose, we fix the issues in GTM and GA4 and QA every change.
- 5
Two weeks after fixes
Re-check
We compare the new data with the old to confirm the fixes held.
Client results
Carrum Health
Healthcare · United States
- Challenge
- Tracking was split across teams and subdomains, with no single view of B2B and B2C user journeys.
- What we did
- We rebuilt GA4 with custom data streams for each audience, aligned marketing, analytics and acquisition teams on one tracking plan, and replaced manual reports with live dashboards.
- Result
- 95% data accuracy and 60% less manual reporting.
LR&C
Luxury ecommerce · United States
- Challenge
- Several GA4 and Google Tag Manager setups ran in parallel, breaking event tracking and leaving gaps in revenue attribution.
- What we did
- We audited every container, merged them into one structured GTM instance, rebuilt GA4 ecommerce events from product view to purchase, and trained the in-house team to maintain it.
- Result
- 14% more accurate data and real-time revenue reporting.
Tools we audit
We audit the tools that collect, process and act on your data.
- Google Analytics 4
- Google Tag Manager
- Server-side GTM
- GA4 DebugView
- Google Tag Assistant
- Google Ads
- Meta Events Manager
- BigQuery
- Looker Studio
- Consent Mode v2
- Shopify
- HubSpot
Who the GA4 audit is for
- Marketing leaders who are about to raise ad spend and want proof the conversion data behind it is right.
- Teams inheriting a setup after an agency change, a site migration or a departed analyst left no documentation.
- Ecommerce brands whose GA4 revenue doesn't match Shopify, WooCommerce or their ERP.
- Agencies that need an independent audit before taking over a client's account.
Engagement and pricing
All prices are in USD and fixed before work starts. Most teams start with the audit and add fixes once they see the findings.
Audit and report
2 weeks
Full review of GA4, GTM and ad platform conversions, with a ranked fix list and a walkthrough call.
Audit plus fixes
3–4 weeks
The audit, then we fix the findings and re-test everything we changed.
Frequently asked questions
What does a GA4 audit include?
A GA4 audit covers the property settings, every tag in Google Tag Manager, your key events, ad platform conversions, consent setup and overall data quality. We test events on your live site, compare counts across GA4, ad platforms and your CRM, and deliver a ranked list of fixes with the impact and effort of each one.
How long does a GA4 audit take?
Most GA4 audits take about two weeks from the day we get access. Sites with several domains, an app or a server-side container can take three. If you add fixes, plan on another one to two weeks, followed by a re-check two weeks later to confirm the data is clean.
What access do you need for a GA4 audit?
Read access to GA4 and Google Tag Manager is enough to start. For conversion checks we also ask for read access to Google Ads, Meta Events Manager and, where relevant, your CRM or ecommerce platform. If we're doing the fixes, we'll need publish rights in GTM and editor access in GA4.
How often should we audit GA4?
Audit GA4 at least once a year, and always after a site redesign, a platform migration, a new checkout or a change of agency. Those are the moments tracking breaks without anyone noticing. Between audits, simple alerts on key events catch most sudden drops.
Can an audit fix data that was already collected wrong?
Mostly no. GA4 can't rewrite historical data, so fixes apply from the day they go live. We can mark the date in your reports, exclude the bad period from comparisons and, if you use BigQuery, correct some issues in the raw tables. Fixing tracking early stops the damage from growing.
Will an audit improve our Google Ads performance?
It often does, because Smart Bidding learns from the conversions you send it. Removing duplicates, dropping micro-conversions as primary goals and adding real revenue values gives the bidding algorithm better data to learn from. Results depend on your account, so we report the before and after numbers rather than promise a figure.
Related services
- GA4 & GTM Implementation servicesGA4 and Google Tag Manager set up from a written tracking plan, with a clean data layer, key events and QA, so every report starts from data your team can trust.
- Server-Side Tracking servicesServer-side GTM, Meta Conversions API and Google enhanced conversions, set up and tested so ad platforms receive the conversions that browser pixels lose to ad blockers and cookie limits.
- Ecommerce Tracking & Analytics servicesEcommerce tracking for Shopify, WooCommerce, VTEX and headless stores: GA4 ecommerce events, purchases checked against real orders, accurate ad platform conversions and daily revenue dashboards.
Not sure where your tracking stands?
In a free 30-minute review we look at your ga4 & gtm audit setup and tell you what to fix first.
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