Google Analytics Audit Made Easy: Complete GA4 Guide & Checklist

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Understanding user behaviour and data-driven decision-making in the digital landscape is paramount to success. Google Analytics is the go-to platform for monitoring website and app performance, providing insights into user behaviour, acquisition channels, and conversion metrics. Google Analytics is a powerful tool that provides valuable insights into website and app performance.
However, regular google analytics audits are needed to exploit its full potential. In this comprehensive guide,we’ll explore the audit process, best practices, and the steps needed to guarantee data reliability, soundness, and relevance.From basic setup checks to advanced configurations, we’ll cover everything you need to know in detail to make it easier for you.

Overview of why GA4 auditing is critical

Google Analytics Audit is essential for several reasons:

Data Accuracy: It simply ensures that the data collected properly depicts user’s experience and engagement with your website or application.

Data Integrity: Identify and solve any issues with data accuracy in your analytics, making sure that the results are trustworthy.

Compliance: Enhances user privacy by adhering to data privacy laws such as GDPR and CCPA, which reduces the likelihood of legal complications.

Optimization: Helps you pinpoint the issues and potential growth opportunities of your analytics setup to improve relevant operations.

Essential outcomes of an effective audit

An effective Google Analytics 4 audit should achieve the following outcomes:

Identify Issues: Check for any issues concerning the data acquisition, settings, or outputs and then addressing them.


Optimise Setup: Optimise your GA4 setup to ensure accurate tracking, meaningful reporting, and compliance with best practices.

Enhance Insights: Improve the quality and depth of insights derived from your analytics data, enabling better decision-making and optimization efforts

Ensure Compliance: Ensure compliance with relevant data privacy regulations and guidelines to protect user privacy and maintain trust.


Preparing for Your GA4 Audit

Before getting into your Google Analytics audit, it’s essential to prepare properly to ensure a smooth and efficient process. Here are some key steps to consider:

Necessary access and permissions

Ensure that you have the necessary access and permissions to review and modify your Google Analytics 4 setup. This may include access to the Google Analytics account, property, and associated data streams.

Tools and resources needed

Gather the tools and resources needed to conduct your Google Analytics audit effectively. This may include:

1. GA4 check Tool: A specialised tool for auditing Google Analytics 4 implementations, providing automated insights and recommendations.
2. Documentation: Access to documentation and resources provided by Google Analytics, including official guides, help articles, and community forums.

To have an understanding of GA4 reports not working, you can check out the respective blog here.

Understanding GA4 Configuration

The configuration of your Google Analytics 4 property is vital for effective tracking and reporting because the setup determines how data and insights are collected, stored, and analysed. During your google analytics audit, pay close attention to the following aspects of GA4 configuration:

Basic setup checks
Ensure that you have the right setup for your GA4 property and that it is connected to your website or your application. Check if the tracking code is placed properly on the website or in the app, and specify the proper data sources for web, app, or both.

Here is what the code looks like:

Integration with Google Ads and Search Console for enhanced data tracking
Combine GA4 with Google Ads and the Search Console to drive deeper insights into your business. This integration enables you to see the performance of your ads and search campaigns within the Google Analytics tools which gives further insights on users’ activities and conversion rates.

Auditing Your Data Collection Methods

Data collection is at the core of Google Analytics, and it’s essential to ensure that your tracking setup accurately captures user interactions and events. During your audit, focus on the following aspects of data collection:

Ensuring proper tag implementation
Check if the Google Analytics tracking code exists and is configured correctly for all web pages or every screen of your website or application. It is required to check whether there are any missing or duplicated tags and whether event tracking is configured to measure all user behaviours of interest.

Importance of Enhanced Measurement setup
New in GA4 – Try Enhanced Measurement feature to have intelligently measured basic user actions or events, for instance, pageviews, scroll depth, or outbound click. Ensure that you turn on the ‘Enhanced Measurement’ feature and set up its settings properly to capture the events.

Privacy and Compliance Checks

With the increasing importance of data privacy and protection, we have to make sure that Google Analytics 4 setup complies with relevant regulations and guidelines. During your google analytics audit, pay close attention to the following privacy and compliance checks:

GDPR, CCPA, and privacy settings compliance
Check your Google Analytics 4 setup to make sure that it compliance with data privacy laws which include GDPR and CCCPA. This may involve requesting permission from users to capture their data, providing opt-out mechanisms for data tracking, and implementing data retention policies to comply with legal requirements.

Handling consent with Cookie Management Platforms
To manage user consent for data tracking and analytics, implement Cookie Management Platforms (CMPs). Make sure that your CMP is correctly set up to collect and store user consent preferences, as well as making sure that Google Analytics adheres to the consent choices of the users of your site.

Cross-Domain and Self-Referral Tracking

Cross domain tracking technology lets you track user interactions across multiple domains or subdomains, giving you a better picture of user behaviour. During your google analytics audit, focus on the following aspects of cross-domain tracking:

Setting up and verifying Cross-Domain tracking
Make sure that Cross-Domain tracking is correctly set up, in order to correctly track user sessions and interactions across domains or subdomains. Check that the tracking code is implemented on all domains appropriately, and that the exclusion settings are set not to track referrals from the same domain.

Identifying and excluding self-referrals

Detect and exclude self-referrals from your Google Analytics 4 reports to make sure accurate tracking and reporting. Check on the domains or subdomains that are generating self-referrals, and remove them from the list to ensure they do not influence the analytics results.

Analysing Audience Data Accuracy

User feedback i.e. Audience data is very beneficial in analysing their demographic characteristics, interests, and behaviour. During your google analytics audit, assess the accuracy and reliability of your audience data by focusing on the following areas:

Checking demographic data collection and configuration

Ensure demographic data collection is on and configured properly in your Google Analytics 4 property. Make sure that demographic reports are available and accurate to gain useful information about the characteristics of visitors of your website or app.

Reviewing data for signs of double tracking or incorrect tagging
Detect any instances of double tracking or incorrect tagging in your Google Analytics 4 setup and address it carefully. It is advisable to cross check any abnormalities that may indicate issues with data collection, configuration, or implementation.

Evaluating Acquisition Channels

Acquisition channels offer you information about the various ways users are discovering and interacting with your site or app, enabling you to determine the success of your marketing efforts.During your google analytics audit,evaluate the accuracy and effectiveness of your acquisition channels by focusing on the following:

Ensuring all marketing channels are correctly configured

Check your Acquisition channels in Google Analytics 4 to verify if marketing channels are correctly configured and being tracked properly. Make sure traffic sources are correctly tracked, categorised & labelled to give you nice and meaningful insights to determine how well your marketing campaigns are working.

Techniques for filtering and tagging traffic sources
Use filters and tagging to help ensure your traffic source data is more accurate and reliable. Follow best practices for your tracking campaign URLs with UTM parameters, and set some filters to exclude irrelevant or spam traffic from your reports so your data is accurate and easier to dig into.

Conversion Tracking and Ecommerce Data Integrity

Conversion tracking makes it possible to understand the performance of your marketing campaigns by providing information about the behaviour of users who clicked your ads and what they did as a result of clicking.During your audit, focus on the following aspects of conversion tracking and ecommerce data integrity:

Setting up and validating ecommerce events and conversions
Make sure you set up ecommerce events and conversions correctly in your Google Analytics 4 property. Review what transactions and products are being tracked and that ecommerce reports exist on ecommerce and are up-to -date.


Audit checks for transaction and product data accuracy

Go over your ecommerce data and verify its accuracy and integrity. Ensure that transaction and product data matches what you expect from your internal data, and identify any discrepancies or anomalies that may indicate issues in data ingestion or reporting.

Advanced Configurations and Custom Setups

There are a lot of great advanced configurations options in Google Analytics 4 that make it really easy to configure your analytics setup to the specific needs of the business.During your google analytics audit, explore the following advanced configurations and custom setups:


Custom dimensions and metrics for business-specific insights

Use custom dimensions and metrics to get specific data points that you need for your business. Set up custom dimensions and metrics for each of user interactions, events, or attributes that we want to track to understand more about user behavior and engagement.


Using Google BigQuery for advanced data analysis

Using Google BigQuery for advanced data analysis allows you to send your GA4 data directly into BigQuery ensuring raw, unsampled data is available for in-depth analysis and reporting. Use BigQuery to perform custom queries, create custom reports, and discover deep insights about your analytics to help you make informed data-driven decisions and take optimization actions.

Reporting and Insights

Reporting in Google Analytics is paramount as it offers insights related to user behavior, acquisition channels, and conversion metrics.During your google analytics audit, focus on the following aspects of reporting and insights:

Creating actionable reports from GA4 data
Utilize your Google Analytics 4 data to generate reports so that your strategic decisions and optimization practices will be focused and result-oriented. Customize these reports to display the key metrics and insights that matter to you and your business goals and then share it with your team or stakeholders to drive alignment and collaboration.

Understanding user and event data for strategic decisions

Use Google Analytics 4 for user and event data analysis to gain insights into user behaviour, engagement, conversion paths. Discover trends, patterns and areas for optimization, and leverage data-driven insights in making strategic decisions that drive business growth.

Common Pitfalls and How to Avoid Them

During your Google Analytics audit, be careful of common pitfalls and challenges that may arise. Here are some typical issues found during google analytics audits and their solutions:

Overview of typical issues found during audits and their solutions
Missing or incorrect tracking code: You must have the Google Analytics tracking code placed correctly on all pages or screens of your website or app.

  • Data discrepancies or anomalies: Check and resolve any discrepancies or anomalies found in your analytics data.

  • Lack of compliance with data privacy regulations: Review the setup of your Google Analytics for compliance with relevant regulations such as GDPR and CCPA, and take steps to protect user privacy and data security.

Best Practices for Ongoing GA Analytics Management

Maintaining a healthy and well functioning Google Analytics setup requires regular management and maintenance. Here are some best practices for ensuring the long-term effectiveness and reliability of your GA4 implementation:

Regular maintenance tips

  • Regular audits: You need to keep monitoring your Google Analytics setup to make sure that the values are not only accurate, but they also are in alignment with best practices.


  • Continuous learning: Keep up to date on new features, capabilities, and best practices in Google Analytics to improve your analytics deployment and get the most from your data.


  • Data hygiene: Maintain clean and accurate data by regularly reviewing and updating your analytics configuration, filters, and settings.

Strategies for keeping your GA data relevant and accurate

  • Data validation: Validate your analytics data frequently  to ensure accuracy and reliability. Cross-reference data from Google Analytics with other sources to identify any inconsistencies.
  • User engagement: Monitor user engagement metrics such as bounce rate, session duration, and pageviews to measure the effectiveness of your website or app and identify areas for improvement
  • Conversion optimization: Analyze conversion metrics and user behavior to identify opportunities for optimization and improvement in your conversion funnel.


In conclusion, Google Analytics audit is critical for data accuracy, integrity, and compliance. By giving you the essential comprehensive guide and checklist of everything to look into in this article, you can fully completely audit your GA4 setup and make much-needed changes that will help you to make real data-driven decisions about where and how to grow your business.


1.Why is a Google Analytics audit necessary?
A Google Analytics audit is necessary to make sure that your analytics setup is accurate, reliable, and compliant with best practices and regulations. It helps identify and address issues or discrepancies in data collection, configuration, and reporting, ensuring that you can trust the insights derived from your analytics data.

2.What are some common issues found during a Google Analytics audit? Common issues found during a Google Analytics audit include missing or incorrect tracking code, data discrepancies or anomalies, and lack of compliance with data privacy regulations. These issues can impact the accuracy and reliability of your analytics data, leading to inaccurate insights and decisions.

3.How often should I conduct a Google Analytics audit? It’s recommended to conduct a Google Analytics audit at least once a year, or whenever significant changes are made to your website or app. Regular audits help ensure that your analytics setup remains accurate, reliable, and aligned with your business goals and objectives.

4.What tools can I use to conduct a Google Analytics audit? There are several tools available to help you conduct a Google Analytics audit, including the GA4check tool for automated insights and recommendations. Additionally, you can use documentation and resources provided by Google Analytics, as well as third-party audit templates and checklists, to guide your audit process.

5.How can I optimize my Google Analytics setup after conducting an audit? After conducting a Google Analytics audit, you can optimize your setup by addressing any issues or discrepancies identified during the audit, implementing best practices and recommendations, and continuously monitoring and reviewing your analytics data for accuracy, reliability, and relevance.

About Author

Prisha Wadhwa is a seasoned Web Analytics Developer with expertise in frontend and backend technologies, data visualization, and project management. She specializes in optimizing digital journeys using tools like GTM and GA4, and excels in creating interactive dashboards with Tableau and Power BI. Prisha provides strategic recommendations through analytics audits, enhancing conversions and user experience. Her skills in Python and SQL ensure data accuracy and fast recovery, making her an invaluable asset in web analytics

Ready to optimise your Google Analytics setup and unlock actionable insights for your business? Contact DataVinci today for expert guidance and support in conducting a comprehensive Google Analytics audit. Our team of analytics specialists will ensure that your GA4 implementation is accurate, reliable, and aligned with your business goals, empowering you to make informed decisions and drive business growth.

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