GA4 audit

Your GA4 says 2,850 purchases. Your webshop says 2,500. Neither number is lying. One of them counts a thank-you page that also fires when somebody refreshes it; the other counts money that actually arrived. Until you know which of your numbers does what, every decision built on them is a guess with a chart attached.

What we need from you

Viewer access to the GA4 property, and read access to the Google Tag Manager container. That pair is the most routinely granted in the industry: no admin rights, no second factor, no developer, and nothing on your site changes while we look. You can revoke both the day the read is finished.

What comes back

A written read of what your measurement actually does, with the thing each finding rests on next to it: which container, which tag, which event, which number. Every finding is labelled with how much it can bear — a tag that does not match its specification holds up against anybody, and a judgement about how something was set up is marked as a judgement.

Some of what we find is ordinary: events firing twice, purchases with no value attached, consent blocking more than anybody intended, internal traffic nobody excluded. Some of it is not: a conversion the ad platforms have been optimising against for a year, which was counting the wrong thing the whole time.

What it cannot tell you

80 to 90 percent is the realistic ceiling on measurement accuracy, and nobody clears it. Consent refusals, blockers and people moving between devices take the rest. So what this produces is a known state rather than clean data. You will not get a perfect number out of it. You will get to know which of your numbers can carry a decision and which cannot — and today that is written down nowhere.

What if my agency built it?

Then most of what we find was probably chosen. A setting is not a fault until somebody has asked whether it was deliberate, so we ask before calling anything wrong — and the answer often closes the question with nobody having been wrong. What is left is a list your agency can work from, in their own vocabulary, with the evidence attached.

Where this sits

A GA4 audit reads the property your reports and your ad platforms both draw on. It is the measurement half of one level of a longer ladder: what your company tells Google and Meta about itself, and what those platforms then decide on the strength of it. Most companies stop here, and stopping here is a reasonable thing to do.

Tell us what you are trying to fix. That is the whole first step.