Analytics Audits - find out what is actually broken.

Most analytics setups have problems that nobody knows about. Duplicate events, tags firing without consent, broken attribution, unused scripts slowing the page down. An audit gives you a complete picture of what is wrong - and a clear plan to fix it.

GTM Audit GA4 Audit ObservePoint Tag Inspector Consent Audit

Why It Matters

What a proper audit uncovers.

These are the issues we find most consistently when auditing analytics setups - across enterprise clients, SMBs, and everything in between.

Duplicate events inflating all your metrics

GA4 firing twice on the same interaction - from both a gtag snippet and GTM, or from misconfigured triggers - inflates session counts, conversion rates, and event totals. Decisions made on inflated data are unreliable.

✓ Audit identifies every source of duplicate firing

Consent violations nobody has noticed

Tags firing before consent, incorrect CMP integration, or the consent race condition causing tracking on declined users - all creating GDPR risk that typically goes undetected until an audit or regulatory review.

✓ Full consent compliance check across all consent states

Broken tracking nobody reported

A website update breaks a trigger. A URL change breaks a regex. A new page template breaks a dataLayer push. Tracking breaks silently and the data gets worse - until someone notices the numbers look wrong months later.

✓ Systematic QA across all tracked interactions identifies every break

Attribution that does not match reality

UTM parameters not persisting correctly, cross-domain sessions fragmenting, or CRM form data not matching GA4 - attribution problems compound over time and make marketing spend decisions increasingly unreliable.

✓ End-to-end attribution validation from ad click to CRM

What We Audit

A complete analytics health check.

Our audit covers every layer of your analytics implementation - from GTM container architecture through GA4 property configuration, consent compliance, and attribution. Every issue is rated by severity and business impact, and every finding comes with a specific, actionable recommendation.

GTM container audit - every tag, trigger, and variable reviewed for accuracy and efficiency
GA4 property audit - event taxonomy, custom dimensions, conversion configuration, data quality
Consent compliance check - all consent states tested, race condition identified if present
dataLayer integrity review - naming consistency, parameter structure, missing pushes
Duplicate firing check - identifying all sources of inflated event counts
Attribution audit - UTM persistence, cross-domain tracking, CRM data matching
_gl URL parameter check - identifying consent-related URL pollution
Page performance impact - third-party script load and tag firing performance

What You Get

Written findings report - every issue in plain language
Severity ratings - critical, high, medium, low
Prioritised remediation plan
Specific recommendations for each issue
30-minute findings walkthrough call
Option to commission implementation based on findings

Our Process

How we conduct an analytics audit.

Access & Scoping

We confirm read access to your GTM container and GA4 property, agree the scope of the audit, and understand your specific concerns or areas you want us to focus on.

Systematic Testing

Every tracked interaction tested with ObservePoint, Tag Inspector, and Chrome DevTools. Consent states validated. Attribution flows verified end-to-end. Every finding documented.

Report & Walkthrough

Written findings report with severity ratings and specific recommendations, followed by a 30-minute walkthrough call to go through the findings together and answer questions.

FAQ

Common questions about analytics audits.

How long does an audit take?

A standard audit takes 3 to 5 business days from access to delivery of the findings report. More complex setups - multiple GTM containers, many tracked interactions, or complex consent configurations - may take slightly longer. We will give you a timeline after the initial scoping call.

What access do you need to conduct the audit?

Read-only access to your GTM container and GA4 property is sufficient for most of the audit. We also need access to your live website to test tag firing and consent behaviour in a browser. We do not need edit access to anything - we review and test, then document findings for your team to action or commission us to fix.

Can you fix the issues you find, or just report them?

Both options are available. The audit deliverable is a findings report and remediation plan - your team can implement the fixes, or you can commission us to do it. Many clients start with an audit to understand their situation, then commission a Full Implementation or Enterprise First-Party engagement based on the findings. The audit cost is not wasted - it directly informs and accelerates the implementation scope.

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