Annielytics.com

I make data sexy

Analytics Audits

analytics-audit-samples-header

My Google Analytics Audits are comprehensive in their breadth and depth. I start with a checklist and follow the data wherever it takes me. With rare exception, I find something new in each audit I’ve never seen before. It’s not surprising though, given the flexibility Google Analytics allows for customizations. Of course, with that flexibility comes a higher risk of making your data unreliable, even to the point of having to declare data bankruptcy and start from scratch.

What’s Covered in the Audit

Here are a few of the top-level areas addressed in our analytics audits:

Implementation

  • GA4 Tag Placement (GTM or gtag.js)

  • GA4 vs UA Dual Tagging Cleanup

  • Deprecated UA Tracking Removal

  • DebugView Tag Validation

  • Consent Mode Integration

  • Outdated Tracking Code

  • Tracking Code Placement Best Practices

Admin & Property Settings

  • Data Streams Review (Web + App)

  • Enhanced Measurement Settings

  • Event Modification Rules

  • Internal Traffic Filters

  • Developer & Staging Filters

  • Referral Exclusion List

  • Cross-Domain Measurement

  • Domains in Hostname Reports

  • Currency & Time Zone Configuration

  • Default Reporting Identity (By User-ID vs Device-ID)

  • Data Retention Settings

User & Access Management

  • GA4 User Permissions

  • Least Privilege Access Principle

  • Audit of Change History

Event & Parameter Strategy

  • Core Event Coverage (e.g., scroll, outbound clicks)

  • Custom Event Tracking Review

  • Recommended Events Implementation

  • Event Naming Consistency

  • Custom Parameters Usage

  • Event Value Hygiene (currency, quantity, etc.)

  • Event Modifiers in GTM/Interface

Data Quality & Privacy

  • Personally Identifiable Information (PII) Risks

  • (not set) Prevention Strategy

  • Internal Traffic Exclusion

  • Spam/Bot Traffic Monitoring

  • Signs of Scraping or Data Injection

  • Bounce Rate Replacement Strategy (Engaged Sessions)

  • Query Parameter Exclusion

Audience & User Tracking

  • User-ID Implementation

  • Audience Definitions

  • Remarketing Readiness

  • User Properties Strategy

Attribution & Campaigns

  • Source/Medium Validation

  • UTM Tagging Governance

  • Manual Tagging Overrides

  • Email Link Tagging

  • Consistency of Campaign Parameters

  • Paid Search Segmentation Accuracy

  • PPC Landing Page Tracking

Conversions & Business Goals

  • Conversion Events Configuration

  • Redundant/Defunct Conversions

  • Macro vs. Micro Conversion Mapping

  • Funnel Explorations Setup

  • Checkout Funnel Steps (if ecommerce)

  • Enhanced Measurement Conversion Triggers

Ecommerce Tracking

  • GA4 Ecommerce Schema Compliance

  • Items, Promotions, Refunds, and Shipping Events

  • Revenue Validation (GA4 vs Source of Truth)

  • Enhanced Ecommerce Parameter Mapping

Integration & Linking

  • Google Ads Account Linking

  • Google Search Console Linking

  • BigQuery Export Setup

  • AdSense Linking

  • Firebase App Integration

  • Google Merchant Center

Explorations & Reporting

  • Custom Reports & Explorations Review

  • Default Channel Grouping Strategy

  • Content Grouping Logic

  • Custom Dimensions & Metrics Configuration

  • Data Sampling and Limits Awareness

App Tracking

  • App + Web Stream Configuration

  • Firebase Events Audit

  • Crashes and Exceptions

  • App Engagement Metrics

  • App Speed Monitoring

  • App Campaign Attribution

Property Strategy & Governance

  • Multi-Property vs Multi-Stream Strategy

  • Roll-Up Reporting Options

  • Data Governance Policy Review

  • Vendor & MarTech Tag Review

  • Triggers & Tag Firing Conditions

  • Analytics Vendor Mapping

  • Change Management & Documentation

Testimonials

Nick Doyle

Working with Annie has been extremely beneficial for our business. The changes she helped us make to our analytics implementation have been crucial in providing us greater transparency into how our users are interacting with our sites, and what marketing initiatives have been most effective for us. My only wish is that we had worked with her sooner!

—Nick Doyle, Managing Director of Ecommerce for Massage Magazine

Leo Strupczewski

We hired Annie because we knew enough to know that our Google Analytics setup had some flaws, but we didn’t know how to fix them. And she was awesome. Annie didn’t just spot the flaws. She provided clear recommendations on what to do to fix them, which of the flaws should be our top priority, and why we should be acting on the recommendations. It was as much an education for us as it was an audit for our site, and we’d recommend Annie to anyone who is looking to solve analytics problems while also learning how to avoid them.

—Leo Strupczewski, Director of Marketing for TreeRing

Cost

An audit costs $5,000. This covers one view. Once payment is received for the audit, I provide you a solid due date.

If an audit is out of reach, I also offer an analytics tuneup service that covers the biggest issues I see impact organizations’ Google Analytics accounts. It’s not as comprehensive as an audit but is a good alternative for smaller organizations that just can’t justify the cost of a full audit.

Credit

Image credit: Tahamie Farooqui

Get Started

If you have questions or want to order an audit for your site, fill out the short form below.