Google Analytics audit

Google says a thousand purchases. Meta says ten thousand. Analytics says 2,850, and your webshop says 2,500. None of them is lying. They are counting different things, in different places, on different rules — and only one of them is where the money actually arrived.

Most companies pick whichever number is closest to what they hoped, and build the quarter on it.

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 analytics actually measures, with the thing each finding rests on next to it: which property, which stream, which event, which number. Every finding is labelled with how much it can bear — something that does not match its specification holds up against anybody, and a judgement about how it was set up is marked as a judgement.

And the part people ask for afterwards: which of the four numbers to believe, for which question. Not one blessed source. A number that can answer what your cost per order was, and a different number that cannot.

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 Google Analytics audit reads the layer your reporting is built 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.