Your tracking is probably broken.
Let's find out exactly where.

Installation & Property Setup

Duplicate GA4 tags, missing data streams, wrong Measurement ID, timezone and currency misconfiguration, data retention below 14 months, cross-domain tracking gaps. We catch the foundational mistakes that silently corrupt every report.

• Check for multiple GA4 configuration tags firing on the same page.
• Verify data stream settings and Measurement ID matching.
• Ensure timezone and currency align with your reporting and Google Ads accounts.
• Confirm data retention is set to 14 months.
• Test cross-domain tracking parameters across all connected sites.

Why it matters: If your property is set to the wrong timezone, your daily conversion reports will never match your internal sales data. If data retention is left at the default two months, you cannot do year-over-year exploration.

Filters & Data Quality

Internal traffic inflating sessions by 20-40%. Bot filtering status. Development traffic leaking into production views. URL parameters polluting page reports. We identify every source of dirty data in your property.

• Review internal traffic definitions and IP exclusions.
• Check if development and staging data is polluting production.
• Identify excessive URL query parameters breaking page consolidation.
• Verify known bot traffic is excluded.
• Check for unwanted referrals (e.g., payment gateways).

Why it matters: If your own employees or payment processors are driving a large percentage of your sessions, your conversion rate will appear artificially low. Clean data starts with aggressive filtering.

Enhanced Measurement Events

Scroll depth tracking accuracy, outbound link clicks firing correctly, site search tracking active, YouTube video engagement, file download events (PDF, XLS, ZIP). Enhanced measurement gives you a lot for free, but only if it is configured right.

• Test scroll tracking triggers against actual page lengths.
• Verify outbound click tracking is not firing on internal subdomains.
• Check if site search parameters match your CMS output.
• Validate form interaction events against false positives.
• Confirm file download tracking captures all relevant extensions.

Why it matters: The default settings often misfire. For example, the automatic form tracking regularly triggers a conversion every time a user triggers a validation error, ruining your lead counts.

Custom Events & Conversions

Contact form tracking (form fill vs successful submission), phone and email click events, correctly marked conversions, duplicate conversions, conversion value assignment, and any business-specific events like bookings, calculators, or demo requests that should be tracked but are not.

• Audit all custom event names for consistency.
• Verify conversion triggers only fire on successful completion.
• Check for duplicate conversion events firing on page reloads.
• Review parameter collection for custom dimensions.
• Identify critical business actions that lack tracking.

Why it matters: If you are counting a click on a submit button as a lead, regardless of whether the form actually sent, your cost per acquisition is completely wrong. Accuracy requires precise triggers.

E-commerce Events

view_item, add_to_cart, remove_from_cart, begin_checkout, add_payment_info, add_shipping_info, and purchase events. We verify every e-commerce event has the correct parameters (value, currency, item ID, item name) and check for transaction deduplication issues that inflate revenue numbers.

• Verify the entire purchase funnel funnel (from view to purchase).
• Check item arrays for missing IDs, names, or prices.
• Test transaction deduplication logic.
• Ensure currency codes are passed correctly.
• Validate tax and shipping value inclusion.

Why it matters: Missing item IDs break product performance reports. Failing to deduplicate transactions means a user reloading their receipt page will count as a second, identical purchase.

GTM Container Structure

GA4 configuration tag correctness, triggers matching real interactions, variables reading dataLayer values properly, tag priorities and loading order, unused tags and variables polluting the container, container version published and live.

• Audit the container for unused or redundant tags.
• Review trigger conditions for specificity.
• Verify dataLayer variable configuration.
• Check for hardcoded values that should be dynamic.
• Examine folder structure and naming conventions.

Why it matters: A messy GTM container is a liability. It slows down page load times, makes debugging difficult, and increases the chance that a new tag will conflict with an existing one.

Consent Mode v2 & GDPR

Consent default firing before GA4 tags. All 4 v2 consent parameters: analytics_storage, ad_storage, ad_user_data, ad_personalization. wait_for_update timing. CMP-GTM communication verified via Google Tag Diagnostics. Conversion modeling capability confirmation.

• Ensure the default consent state fires before any tags.
• Verify all four required consent parameters update correctly.
• Check integration with your specific Consent Management Platform.
• Test behavior when consent is denied (cookieless pings).
• Review advanced consent settings in GTM tags.

Why it matters: Incorrect consent implementation either violates privacy laws or drops perfectly legal cookieless data, ruining your ability to model conversions in Google Ads.

Google Ads & Meta Integration

GA4 ↔ Google Ads account linking verified. Imported conversions checked for conflicts. Remarketing lists populated and available. Auto-tagging gclid parameters correctly read. Meta Pixel and Conversions API events firing and matching. Audience sync between GA4 and Meta.

• Verify active linking between GA4, Google Ads, and Search Console.
• Check for redundant conversion imports in Google Ads.
• Ensure audience lists are populating correctly.
• Validate Meta Pixel base code and standard events.
• Test Meta Conversions API (CAPI) deduplication.

Why it matters: If you import GA4 conversions while keeping native Ads tracking active, you are double-counting every sale. The platforms must be integrated cleanly to optimize bids.

Attribution & Reporting

Attribution model audit (Data-driven vs Last Click vs Linear). Conversion window alignment with purchase cycle. Channel grouping accuracy. Direct/none traffic share (too high = UTM problem). Campaign UTM parameter consistency. Cross-device reporting enabled where possible.

• Review the selected attribution model settings.
• Analyze the direct/none traffic share for hidden sources.
• Check UTM tagging consistency across active campaigns.
• Verify custom channel groupings if standard rules fail.
• Ensure Google Signals is configured for cross-device measurement.

Why it matters: A high percentage of direct traffic usually means broken UTM parameters or untracked redirects. You cannot assign marketing budget if you do not know where users came from.

Report Quality & Actionability

Custom reports aligned to actual business questions, not vanity metrics. Explorations configured (funnels, user paths, cohorts). Data Studio dashboards reviewed for data source accuracy. We answer: can the client actually use these reports to make decisions?

• Assess the usefulness of current standard reports.
• Review saved explorations for logic and accuracy.
• Check connected Looker Studio dashboards for broken charts.
• Evaluate whether metrics align with KPIs.
• Identify missing reporting views that the business needs.

Why it matters: Collecting perfect data is useless if the marketing team cannot read it. The end result of an analytics setup must be clear, actionable reporting.

1. The Findings Report

A comprehensive document detailing exactly what is broken, what is working, and what is missing. Every issue is categorized by severity (Critical, Warning, Optimization) so you know what to tackle first.

2. The Action Plan

For every problem we find, we provide the exact technical solution. We explain why it needs fixing and how to do it. You can hand this document directly to your developers.

3. The 48-Hour Guarantee

We deliver the complete audit within 48 hours of gaining access to your accounts. No endless kickoff calls, no stalling. You need answers quickly, and we provide them.

GTM Rebuild

Clean container architecture, proper trigger logic, documented dataLayer specification. No unused tags. No mystery variables. Handed over with a walkthrough so your team can maintain it.

Consent Mode Implementation

Full Consent Mode v2 setup with proper default states, CMP integration, and verification. Your tracking stays compliant without killing your marketing data.

Server-Side GTM Setup

End-to-end sGTM deployment on Google Cloud Run or your own server. Custom domain, first-party cookies, adblocker-proof tracking, and PII scrubbing before data leaves your infrastructure.

Conversion Tracking Fix

Google Ads conversion imports, Enhanced Conversions setup, Meta Pixel + CAPI alignment, and conversion deduplication. Your campaign data becomes trustworthy again.

Measurement Plan

A one-page document mapping your business goals to specific GA4 events, conversions, and reports. Before we touch any tag, we agree on what matters. No more measuring everything and learning nothing.

Data Studio Dashboards

Custom reports built to answer the questions your clients actually ask. Clean layouts, reliable data sources, and documentation so the next person can pick them up without a handover call.

Your client asks why Google Ads data does not match their CRM numbers, and you cannot explain the gap.

You migrated from Universal Analytics and never verified whether everything survived the transition.

The site just had a redesign, changed platforms, or added a new form system, and nobody checked the tracking.

A new person or agency took over analytics, and you want a clean baseline before they start making changes.

You have never had an audit done. If your GA4 has been running untouched for 12+ months, it has errors. Guaranteed.

You are about to pitch a big client and want confidence that your tracking will withstand their technical review.