Analytics Audit & Data Quality
A written verdict on whether your numbers can be trusted.
Most analytics setups drift over time: tags duplicate, events stop firing, filters exclude traffic that should count. We inspect the whole chain against your intended measurement, report what is broken with evidence, and fix it in priority order.
Tools we work in
- Google Tag Manager
- Google Analytics 4
- BigQuery
- Tag Assistant
- Chrome DevTools
- Screaming Frog
- Looker Studio
Scope
What this covers
The specific work included when you engage us for this service.
- Review of Tag Manager containers, GA4 configuration and conversion definitions
- Detection of duplicate, misfiring and orphaned events across the property
- Consent configuration review, including what actually fires in each state
- Data quality checks for bot traffic, internal traffic, spam referrals and self-referrals
- Reconciliation of platform-reported figures against your source systems
- A prioritised findings list ranked by impact on decisions, not by ease of fixing
- A re-test checklist to run after each site or app release
What you receive
- 01A written audit report with findings, supporting evidence and severity
- 02A remediation list separating must-fix items from cosmetic ones
- 03A re-test checklist your developers can run before the next release goes live
Questions
Analytics Audit & Data Quality, answered
What does an audit usually turn up?
The same handful of problems most of the time: duplicate page views or conversions, one or more tags with no consent handling, events that stopped firing after a site change nobody re-tested, and conversions defined in a way that overstates results. Every finding is reported with the evidence behind it, so you can verify it rather than take our word.
Do you need access to our ad accounts as well?
Not for a measurement audit. Containers, GA4 configuration, consent behaviour and data quality can all be reviewed without touching ad accounts. Account structure, bidding and budget efficiency are a different piece of work. If you want both, we scope them separately so the measurement findings stay clear on their own.
How often should an audit be repeated?
A full audit after any significant site release, platform migration or agency change, because those are the moments measurement quietly breaks. A lighter check quarterly is usually enough in between, plus whenever a report suddenly looks different from the week before, that is the cheapest early warning you will get.
Most often requested by
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More in Analytics & Tracking
GA4 Setup & Configuration
Event-driven measurement configured around your business, not defaults.
Google Tag Manager Implementation
One container, documented, so anyone can see what fires where.
Server-Side Tracking
A container on your own infrastructure, between visitor and vendor.
Conversion Tracking
Every action you pay for, counted once and attributed to its source.
Tell us where the manual work is
A 30-minute call. We map the process, tell you what we would automate or build first, and what it costs. No retainer before you agree the scope.
- No retainer before scope is agreed
- Written plan you can act on alone
- Worldwide delivery, on your hours