What a GA4 Tracking Audit Should Check

A GA4 tracking audit checks whether your analytics is counting the right things, counting them once, and passing them correctly to your ad platforms. It should cover key events and conversions, duplicate and missing tracking, consent settings, cross-domain and form tracking, the connection to Google Ads, and whether GA4's numbers line up with your CRM or store. If the data underneath is wrong, every bidding algorithm that learns from it is wrong too.

1. Are the key events the right ones?

Check which events are marked as key events and which of those are imported into Google Ads as conversions. A common problem is counting soft actions, such as page views or clicks on a phone number, alongside real ones, such as a completed form or a purchase. Ad platforms then optimize toward whatever is easiest to get.

2. Is anything counted twice, or not at all?

Duplicate tracking is common when a site has both a hard-coded tag and Google Tag Manager, or when a thank-you page can be reloaded. Missing tracking is common after a website rebuild, a new form tool, or a checkout change. Test the main conversion paths by hand and compare what GA4 records with what actually happened.

3. Do the numbers match your CRM or store?

GA4 will never match your sales records exactly, and that is fine. What matters is that the gap is known and stable. If GA4 shows 200 purchases and your store shows 120, something is wrong. If the gap suddenly changes, something broke.

4. Are consent and privacy settings working?

Check that your cookie banner and Google's consent mode are set up correctly, so you are not losing data you could legally collect or collecting data you should not. If you are in healthcare, check that no tracking sends sensitive health information to ad platforms.

5. Are forms, phone calls and other domains tracked?

Third-party forms, scheduling tools, payment pages and separate checkout domains often break tracking. Check cross-domain settings, form submissions inside embedded tools, and whether phone calls are tracked where they matter.

6. How do I get help?

If you'd rather have my team run these checks for you, my GA4 and measurement audit starts at $3,500. It covers every item on this list, reconciles GA4 against your store or CRM, and ends with a prioritized fix list and a measurement plan.

My team and I review GA4 and tracking as part of every Google Ads audit and multi-channel audit, because the rest of the audit depends on it. For a broader self-check, use the free Marketing Measurement Scorecard, or book a free 30-minute call.