GA4 Audit

A GA4 audit examines every dimension of your GA4 property to identify configuration problems, data quality issues, and missed measurement opportunities that are degrading the value of your analytics. Most GA4 properties that were set up during the rushed UA migration period — or that have been running without regular review — have accumulated significant issues: events with inconsistent naming that fragment analysis, custom dimensions not registered so parameters disappear from reports, key events configured on events that fire too broadly (inflating conversion counts), enhanced measurement events creating noise rather than insight, and Google Ads conversion actions linked to incorrect or poorly defined events.

Our GA4 audit covers six dimensions. Property configuration: admin settings, data retention, reporting identity, and connected product integrations. Data collection: which events are being collected, their naming consistency, parameter completeness, and whether enhanced measurement is appropriately configured. Custom dimensions and metrics: which are registered, which are missing, and whether the property's 50 custom dimension limit is being used effectively. Key events and conversions: which events are marked as key events, whether they represent genuine business outcomes, whether any are over-firing or under-counting, and how they are configured in linked Google Ads accounts. Data quality: session inflation checks, self-referral exclusions, internal traffic filtering, and cross-domain configuration. Reporting: whether GA4's exploration and reporting capabilities are being used effectively for the business questions that matter. The audit report includes severity-scored findings and prioritised recommendations.