For businesses
Analytics and Tracking Audit
Your Google Analytics exists. Whether it's actually measuring anything useful is a different question.
If the numbers have stopped making sense since the GA4 migration, you're not alone. Events that used to fire don't. Conversions don't reconcile with CRM. Attribution tells a different story every month. The dashboard nobody on the team actually trusts.
This audit finds what's broken, tells you what it's costing you, and gives you a remediation plan you can act on.
Why this exists
Why this service exists
The move from Universal Analytics to GA4 wasn't a version upgrade. It was a different measurement model. Most businesses migrated under time pressure, ported configuration one-to-one, and haven't revisited it since. The result is widespread misconfiguration: events named inconsistently, conversions double-counted, cross-domain tracking broken, key ecommerce events missing parameters, attribution set to defaults that don't reflect how the business actually converts.
Unreliable data leads to unreliable decisions. Marketing spend goes to the wrong channel. SEO wins get mis-credited. Leadership stops trusting the numbers and starts going on gut. That's the real cost.
What I bring
Receipts and credentials
I have led GA4 migrations, untangled tracking that broke during a CRM swap, rebuilt event taxonomies for enterprise rollouts, and reconciled dashboards with sales data for boards that had stopped trusting either. The Universal Analytics sunset created a long tail of broken implementations; this is one of the most common engagements that lands on my desk.
What I bring is the breadth to read the full stack — GA4, GTM, server-side tagging, CRM integrations, attribution windows, and the platform-side configurations that quietly distort the numbers. One operator across all of it, not a handover between specialists.
What the audit covers
- GA4 configuration and events Naming consistency, parameter completeness, custom dimensions, data retention.
- Google Tag Manager Container structure, tag sequencing, trigger logic, variable cleanliness.
- Conversion tracking Every conversion on the site, end to end, checked against source of truth (CRM or order system).
- Attribution Channel grouping, attribution model, cross-domain and cross-device behaviour.
- Data layer Integrity, consistency, and whether it reflects actual user behaviour.
- Reporting layer Looker Studio dashboards, what they show, and whether anyone uses them.
What this looks like in practice
At a large residential homebuilder I ran weekly technical audits covering the analytics layer and owned the full data flow from website behaviour through to Salesforce CRM records via Pardot. That end-to-end visibility is what most analytics audits miss. Tracking a form submission is easy. Reconciling a website event with a qualified lead three weeks later is where it actually matters, and it takes one person who understands web, GTM, GA4, CRM, and reporting end to end.
The 75% post-launch conversion uplift wasn't driven by analytics alone, but it wouldn't have happened without clean measurement. You can't improve what you can't measure, and you can't measure what isn't configured properly.
Tools and platforms
What you get
- A written report covering every finding, ranked by impact and effort
- A remediation plan with clear next steps
- Optional add-on: Looker Studio dashboard build, designed around the metrics that actually drive decisions
Pricing
Pricing
- Standard. $1,500. Covers most GA4 and GTM setups.
- Complex. Scoped on enquiry. Multiple properties, ad platform attribution, server-side tagging, custom integrations.
Next
What happens next
A 20-minute discovery call to understand the current setup. Proposal within two business days. Standard audits are typically delivered within 7 to 10 business days.
The audit often leads to GTM remediation, a Looker Studio dashboard build, or ongoing analytics oversight as part of a fractional retainer.