38-point GA4 audit
A full Google Analytics audit. Marc Alexander checks your whole GA4 and Google Tag Manager setup against 38 checkpoints, talks to the people who use the data, and hands you a ranked plan for fixing what's wrong.
Mini, full, or audit and fix.
Only want to know whether something is wrong? The GA4 mini audit is the smaller first step (see a sample report), and the free GA4 audit checklist lets you run ten of the checks yourself.
| Mini audit | Full 38-point audit | Audit and fix | |
|---|---|---|---|
| Price | from £175 | £600 to £900 | £1,000 to £1,800 |
| Scope | The areas that most often break | All 38 checkpoints | All 38, then the high-priority fixes |
| Team calls | No | Yes | Yes |
| You receive | PDF report, ranked, with fixes | Report, roadmap and 1-hour presentation | All that, plus fixes made and documented |
| Turnaround | 3 to 5 working days | 7 to 10 working days | 10 to 15 working days |
Size sets the price: domains, integrations, ecommerce. See pricing.
What you get.
- A result for every one of the 38 checkpoints
- Issues graded critical, important or nice to have
- The fix for each issue, and roughly what it involves
- An implementation roadmap your team or developer can follow
- A 1-hour findings presentation in plain English
How it works.
Access and a short call
You give viewer access to GA4 and read access to GTM. Marc asks your team what they measure and what they don't trust.
The investigation
Every tag, trigger and variable is checked, real journeys are tested on the live site and historical data is reviewed for gaps.
The report
Each issue is graded critical (costing money now), important (undermining decisions) or nice to have, with its fix.
The walkthrough
A 1-hour presentation of the findings. On the audit and fix option, Marc then makes the high-priority fixes.
Straight answers.
How is this different from the mini audit?
The GA4 mini audit checks the areas that most often go wrong and delivers a PDF report in 3 to 5 working days. The full audit covers all 38 checkpoints, includes conversations with your team, and adds an implementation roadmap and a findings presentation. If you're not sure how much is wrong, start with the mini audit.
Do we need the full audit?
Probably, if you inherited a setup you don't trust, GA4 disagrees with your payment processor or CRM, tracking breaks at checkout or across domains, or a big budget decision rests on the numbers. Probably not if a specialist set it up recently, an in-house team maintains it, or it's a simple site with no ecommerce.
Do you need admin access?
Not for the audit. Viewer access to GA4 and read access to Google Tag Manager are enough, and nothing is changed. The fix stage of the audit and fix option needs edit access.
Can our own team make the fixes?
Yes. The roadmap is written for your team or developer, with the fix for each issue. If you'd rather Marc does the work, choose the audit and fix option.
What if our GA4 is fine?
Then the report says so, checkpoint by checkpoint. That's worth knowing before you base budget decisions on the numbers.
Can you audit server-side GTM and BigQuery setups?
Yes. Server-side containers, the BigQuery export and multi-domain setups are all in scope. If a setup is too broken to repair sensibly, the report says so and recommends a fresh GA4 setup.
More detail: the 38 checkpoints
- Property settings: time zone, currency, data retention, internal traffic and bot filtering, and whether staging sites are leaking into live data.
- Tag deployment: every tag, trigger and variable in Google Tag Manager, plus anything hardcoded on the site. What fires twice, what never fires, what fires at the wrong moment.
- Data layer and events: whether data layer events carry the parameters reporting needs, and whether event names follow one consistent scheme.
- Key events: whether the actions that matter to the business are marked as key events, and counted once.
- Ecommerce: the purchase journey from product view to transaction (item data, prices, quantities, event order) and whether GA4 revenue lines up with your payment processor.
- Cross-domain and sessions: checkouts, payment gateways and subdomains that split one visitor into two, referral exclusions, session settings and user ID.
- Consent: whether Consent Mode v2 changes what GA4 and your ad tags collect, measured against UK GDPR and PECR.
- Attribution: UTM conventions, channel grouping and source/medium mapping, so paid, email and organic traffic land where they should.
- Integrations: Google Ads (including key event imports and enhanced conversions), Search Console and the BigQuery export.
More detail: the audit and fix option
£1,000 to £1,800. Everything in the full audit, then he does the work instead of handing you a list.
- High-priority fixes made in GA4 and Google Tag Manager
- Broken or duplicate tags rebuilt or corrected
- Event structure reorganised where it needs it
- Consent Mode configured and tested
- Google Ads and other integrations connected
- Testing and validation of every change
- Handover documentation
- 30 days' support after the fixes go live
Not sure which audit fits? Tell Marc what's worrying you below.
Last updated
Free tool
What does your site fire before consent?
Paste a page address. The tracking checker shows what a first-time visitor triggers before agreeing to anything, ranked by how much it matters.
Related work.
Ask about a full GA4 audit.
Send your site address and a line about what's worrying you. Marc replies within one working day to confirm scope and price. Project work is invoiced 50% at the start and 50% on completion. Not sure you need the full audit? Start with the mini audit.
Mini audit from £175.
Prefer to talk first? Choose "20-minute intro call" in the form.
Or email [email protected].