Specialized audit
Analytics Audit
A line-by-line verification of your measurement stack — so the numbers you make decisions with can be trusted.
What is the Analytics Audit?
The Analytics Audit answers one question: can the numbers you make decisions with be trusted? It verifies your measurement stack end to end — the GA4 property configuration, the Tag Manager container, every conversion point on the site, the consent setup governing what gets collected, and the pixels and platform integrations reporting alongside it — and checks each against what actually happens on the site. What is being counted gets compared to what is really occurring, and every gap between the two becomes a severity-rated finding tied to captured evidence.
Measurement problems rarely announce themselves. Reports keep rendering, dashboards keep filling, and the numbers look plausible right up until two of them disagree. The audit exists for that moment — and, better, for just before it: when spend is about to increase, when a redesign or migration has just shipped, or when a decision is about to ride on a number nobody has verified. It is also the right first move before investing in dashboards or reporting, because reporting built on unverified collection inherits every one of its defects.
The audit is read-only by design. Nothing in the stack changes while it is being verified, which is what keeps the verification honest — the deliverables specify the changes, they do not perform them, and they are written so any competent implementer can execute them. It does not judge your marketing either: it establishes whether the numbers are true, not whether the campaigns behind them were good ideas. The audit prices the investigation, never the implementation.
Scope
What it examines
- GA4 property configuration
- Data streams, enhanced measurement, key events and their definitions, attribution and channel settings, data retention, internal-traffic and developer filters, custom dimensions, and Google Ads linking — reviewed against how the business actually operates.
- Tag Manager container
- Duplicate, stale, and misfiring tags; trigger logic; dataLayer integrity; and container versioning hygiene — including duplicate installations, which inflate every number downstream.
- Conversion and event tracking
- Every conversion point verified against real on-site behavior: whether the form tag fires on submission or on first interaction, whether the purchase event carries the right values, and whether key events mean what their names say.
- E-commerce and revenue integrity
- Transaction data checked for duplicates, missing parameters, and gaps between the funnel steps analytics reports and the ones customers actually take.
- Consent and privacy configuration
- Whether the consent tool and the tags agree — what fires before consent, whether Consent Mode v2 is implemented correctly, and what the data is silently missing because of how consent is handled.
- Traffic quality and attribution
- Bot and internal-traffic exclusion, cross-domain tracking, self-referrals, UTM governance, and the inflation of Direct and Unassigned channels that quietly erodes attribution.
- Pixels and platform parity
- Meta Pixel, LinkedIn Insight Tag, and CRM integrations checked for double-counting, gaps, and definitions that contradict what GA4 reports.
- Reporting surfaces
- Whether the dashboards and reports actually in use reflect what is being collected, or amplify its defects.
Deliverables
What you receive
- Tracking Health Report
- Every tag, event, and conversion point — what fires, what does not, what fires twice — severity-rated and tied to captured evidence, with each finding stated in business terms. Findings name what is misconfigured, never who misconfigured it.
- Data Accuracy Assessment
- How far the reported numbers sit from reality, where the gaps come from, and which reports can be trusted as-is, trusted with caveats, or not trusted until fixed.
- Measurement Plan
- The definition of what gets measured, where, and how, for the whole stack — the standard your tracking is held to going forward. Any implementer can build to it, and any future discrepancy can be tested against it.
Pricing
Fixed price: $2,000 CAD
Defined deliverables, defined scope. Both are confirmed at intake, and the price is set before work starts.
Pair with
Engagements that pair well
Not sure the numbers are right?
Send a short note about what does not add up — the audit verifies the stack against what actually happens on the site.