Web Analytics | Google Ads | Google Tag Manager | Google Analytics 4 | Facebook Pixel Conversion API | Server Side Tracking | Tracking Expert
Conducting a Google Analytics 4 (GA4) audit is an important step to ensure that your data is being tracked accurately and aligns with your business goals. Here's a guide on key areas to focus on for a GA4 audit: 1. Account and Property Settings Property Name: Ensure the property is named correctly and reflects the website or app. Property Time Zone: Verify that the time zone is set correctly for accurate reporting. 2. Tagging Implementation Global Site Tag (gtag.js) or Google Tag Manager (GTM): Confirm that GA4 tracking tags are correctly implemented on all pages. Event Parameters: Ensure event parameters (e.g., page_location, event_category, event_label) are being sent correctly. 3. Events and Conversions Event Tracking: Ensure all key events are tracked. This includes: Pageviews Button clicks Form submissions Scroll depth Video views Custom Events: Review custom event tracking and validate that custom events align with your business needs. Conversions: Ensure that critical events (like purchases, sign-ups, or leads) are marked as conversions in GA4. 4. Audience Setup Custom Audiences: Review your audiences to ensure they are segmented properly for retargeting or analysis. 5. Data Collection Settings Enhanced Measurement: Confirm that features like scroll tracking, outbound link clicks, and video engagement are enabled if applicable. User ID Tracking: If you have a login system, check that user ID tracking is implemented to track users across sessions and devices. Cross-domain Tracking: Verify that cross-domain tracking is correctly set up if you have multiple domains. 6. Privacy and Compliance IP Anonymization: Ensure IP anonymization is enabled, especially if required for GDPR compliance. 7. Data Retention and Filters Data Retention Settings: Review how long data is being retained (e.g., 2 months or 14 months). Internal Traffic Filters: Ensure internal traffic (like from employees or developers) is excluded using IP filters. Bot Filtering: Enable bot filtering to reduce the impact of automated traffic. 8. Reporting and Insights Custom Reports: Review your custom reports to make sure they provide insights that align with business goals. Explore Functionality: Check if you are leveraging GA4's Explore functionality for more in-depth analysis. Dashboards: Ensure dashboards display KPIs and key metrics relevant to stakeholders. 9. E-commerce Tracking E-commerce Events: Ensure key e-commerce events (e.g., add to cart, begin checkout, purchase) are set up and firing correctly. Revenue Tracking: Validate that revenue is being tracked accurately and reflects actual business performance. 10. Server-Side Tracking (if applicable) Server-Side Tagging Setup: Review your server-side tagging setup (especially if you are using Shopify or other platforms) to ensure that it is functioning properly. Event Duplication: Ensure that events are not being duplicated between client-side and server-side tracking.
