How to Conduct a Comprehensive GA4 Audit in 2024

Google Analytics 4 (GA4) has become the standard for website analytics, offering more advanced tracking and insights compared to its predecessor, Universal Analytics. Conducting a GA4 audit ensures that your data is accurate, reliable, and useful for decision-making. Here’s a step-by-step guide to auditing your GA4 setup in 2024.

1. Verify GA4 Implementation

Start by checking if GA4 is properly installed on your website. Use Google Tag Assistant, Google Tag Manager (if applicable), or GA4’s DebugView to confirm that the tracking code is firing correctly.

• Ensure the correct Measurement ID is implemented.
• Check for duplicate tags that could inflate data.
• Confirm that data is being received in real-time.

2. Review Data Streams

GA4 uses data streams to collect information from websites and apps. Navigate to Admin > Data Streams to verify that all relevant streams are set up correctly.

• Ensure that Web, iOS, and Android streams are properly configured.
• Check for duplicate or missing data streams.
• Verify enhanced measurement settings for automated event tracking.

3. Validate Event Tracking

Events are the backbone of GA4, replacing traditional pageviews and goals in Universal Analytics. Use DebugView or real-time reports to ensure that key events are being tracked accurately.

• Review standard events (page_view, scroll, click, etc.).
• Confirm that custom events align with business objectives.
• Check for missing or duplicated event parameters.

4. Assess Conversions

Conversions in GA4 track valuable user actions, such as form submissions or purchases. Ensure that conversions are correctly set up and reporting accurately.

• Navigate to Admin > Events and mark key actions as conversions.
• Check conversion paths in the GA4 Explorations tool.
• Validate that conversions match external data sources (e.g., CRM or e-commerce platform).

5. Analyze Audience and User Properties

GA4 allows you to define audiences and user properties for better segmentation and reporting.

• Review audience definitions to ensure proper targeting.
• Check user properties (e.g., logged-in status, membership level) for accuracy.
• Ensure that audience lists are syncing correctly with Google Ads (if applicable).

6. Examine Attribution Settings

GA4 uses data-driven attribution by default. Make sure attribution settings align with your reporting needs.

• Navigate to Admin > Attribution Settings.
• Ensure the correct attribution model is selected.
• Compare GA4 attribution with other sources like Google Ads or CRM data.

7. Evaluate Data Retention Policies

GA4 has customizable data retention settings that impact historical analysis.

• Go to Admin > Data Settings > Data Retention.
• Ensure that data retention aligns with business needs (default is 2 months but can be extended to 14 months).

8. Check Integrations

GA4 integrates with various Google tools and third-party platforms. Ensure that all necessary integrations are active and functioning correctly.

• Confirm Google Ads, Search Console, and BigQuery integrations.
• Check e-commerce platforms (Shopify, Magento, etc.) for proper data flow.
• Validate any custom API connections.

9. Audit User Permissions

Access control is crucial for data security. Review user permissions to ensure only authorized individuals can modify settings.

• Go to Admin > Account Settings > Account Access Management.
• Remove inactive or unauthorized users.
• Assign appropriate access levels (Viewer, Editor, Admin, etc.).

10. Test Reports and Dashboards

Finally, verify that reports and dashboards provide accurate insights.

• Check built-in GA4 reports for anomalies.
• Validate data in Looker Studio (formerly Data Studio) if used for visualization.
• Ensure that custom reports align with business goals.