SITEAUD!TLINT CONSULTING
Analytics and measurement audit for data you can trust
Make sure your tracking, conversions, and reports reflect what actually happens on your website. A consultant audits GA4 and Google Tag Manager, validates events and conversions, and defines KPIs and reporting logic your team can rely on for decisions.
Fixed quote after a short scoping call. No retainer required.
Founder · Technical SEO Consultant
Developer of SiteAud!tLint
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- Symptoms
- GA4 reports 2,310 form leads last quarter. The CRM received 1,140.
- Evidence
- The generate_lead event fires on both the form submit click and the thank-you page view.
- Cause
- A GTM tag added during a redesign duplicated an existing trigger, and failed submissions still fire the click trigger.
- Fix
- Fire one lead event on confirmed submission only, and mark it as the single key event.
- Validate
- GA4 DebugView, GTM preview, and a two-week reconciliation against CRM leads.
Signs you need an analytics and measurement audit
- Conversions in GA4 do not match your CRM, ecommerce platform, or ad platforms.
- Key events fire twice, or not at all, on some pages or devices.
- Nobody can explain how a reported metric is calculated.
- GTM has years of tags, triggers, and variables nobody owns.
- Traffic sources show large amounts of unassigned or direct traffic.
- Teams report different numbers for the same KPI.
What the analytics and measurement audit covers
GA4 configuration and event tracking
Whether properties, streams, and events are set up correctly.
- Data streams, filters, and internal traffic exclusion
- Enhanced measurement and custom events
- Event parameters and custom dimensions
Conversion definitions and consistency
Whether a conversion means the same thing everywhere.
- Key event definitions in GA4
- Alignment with CRM, ecommerce, and ad platforms
- Attribution settings and lookback windows
Google Tag Manager implementation
Whether the container is clean, documented, and reliable.
- Tags, triggers, and variables in use
- Unused, paused, and duplicated tags
- Consent mode and tag firing rules
Duplicate or missing events
Whether each action is tracked exactly once.
- Double-firing tags and hardcoded plus GTM tracking
- Pages and devices with missing events
- Cross-domain and subdomain tracking gaps
Measurement plans and KPIs
Whether you track what the business needs to decide.
- Measurement plan versus what is tracked
- KPI definitions and formulas
- Reporting logic in Looker Studio or other tools
Data quality
Issues that distort marketing performance analysis.
- Unassigned and self-referral traffic
- UTM conventions and campaign tagging
- Spam, bots, and internal traffic
Patterns we trace to a single cause
Double counting after a redesign
New tags added alongside old ones inflate leads and revenue.
Hardcoded plus GTM tracking
The same GA4 tag loaded twice doubles pageviews and events.
Broken UTM conventions
Inconsistent campaign tags scatter one campaign across many sources.
Consent misconfiguration
Tags that ignore or misread consent cause both data loss and compliance risk.
How the audit works
Scope the audit
We confirm goals, priority pages or sections, and recent changes that shape where to look first.
Collect evidence
We crawl the site and review Search Console, analytics, and other data you share.
Group by pattern
Issues are grouped by template, section, or URL pattern instead of listed one URL at a time.
Trace root causes
Each pattern is traced to the setting, template, or process that produces it.
Prioritize and validate
Fixes are ranked by impact, reach, and effort, and rechecked after release when validation is in scope.
What you receive
Measurement audit
Findings across GA4, GTM, conversions, and data quality.
Tracking validation report
Event-by-event test results with evidence.
KPI recommendations
Definitions, formulas, and owners for core metrics.
Prioritized improvement plan
Fixes ranked by impact on decisions and effort.
Measurement plan
A documented map of business goals to events and reports.
What we need from you
- GA4 access (viewer or analyst)
- Google Tag Manager access (read or publish on a workspace)
- CRM or ecommerce totals for reconciliation
- Current reports and KPIs your team uses
Who this audit is for
A good fit if
- Marketing decisions depend on GA4 data
- Conversions do not match other systems
- You inherited a messy GTM container
- Agencies needing clean client data
Included vs. optional
- Core: all six areas above
- Optional: GTM implementation of fixes
- Separate: dashboard design and build
- Separate: paid media account audits
Analytics and Measurement vs. other SEO services
Quoted to your scope.
Pick the engagement closest to what you need, tell us about your site, and you get a fixed quote after a short scoping call.
Questions, answered.
What does an analytics and measurement audit include?
GA4 configuration and events, conversion definitions, Google Tag Manager, duplicate or missing events, measurement plans and KPIs, and data quality issues.
Why don't GA4 conversions match our CRM?
Common causes include double-firing tags, events that fire on clicks instead of confirmed submissions, consent effects, attribution differences, and spam. The audit reconciles the numbers and explains each gap.
Do you need edit access?
Viewer access to GA4 and read access to GTM is enough for the audit. Implementation of fixes needs publish access and is optional.
Do you build dashboards?
The audit defines KPIs and reporting logic. Dashboard builds can be scoped separately.
How does this relate to SEO?
Reliable data is what tells you whether SEO work is paying off. Organic performance reporting is reviewed as part of KPI and attribution checks.
How long does it take?
Most audits are delivered within one to three weeks.
Get a clear, prioritized plan
Send your website URL and what you are investigating, and we will scope an analytics and measurement audit around your goals.