Unlock Your Potential with Marc's 38-Point GA4 Audit

1. Broken or Duplicate Tracking

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What goes wrong:
Double-fired events, dead tags and mistimed triggers cause random spikes and drops across signups, revenue and traffic. Data becomes unreliable, reporting loses credibility and teams don’t know what’s real.

 

How Marc Alexander fixes it:
Tracking is rebuilt so every critical action fires exactly once. Conflicts between GTM and inline scripts are eliminated, firing order is corrected and GA4 stabilises into a clean, dependable source of truth.

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2. Cross-Domain Failures and Self-Referrals

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What goes wrong:
Users moving between main domains, subdomains or payment providers get counted as new sessions. Conversions shift to “Direct”, attribution breaks and funnels become fragmented and impossible to trust.

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How Marc Alexander fixes it:
Cross-domain linking, referral exclusions and payment redirects are configured properly so GA4 sees one continuous journey. Attribution becomes accurate and campaigns regain their actual performance.

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3. Internal Traffic, Bots and Synthetic Hits

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What goes wrong:
Staff visits, QA tools and bots inflate engagement, distort funnels and pollute A/B test results. High-performing pages look fake, and optimisation gets steered in the wrong direction.

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How Marc Alexander fixes it:
Internal patterns, staging environments and bot behaviour are identified and excluded using durable filters. GA4 becomes a clean dataset of real customer behaviour — not noise.

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4. Messy Events and Missing Parameters

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What goes wrong:
Similar actions are tracked under inconsistent names, critical parameters never fire and GA4 fills up with near-duplicate events that make reporting exhausting.

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How Marc Alexander fixes it:
Events and parameters are reorganised using a clear, scalable structure that reflects actual user behaviour. Everything needed for analysis is captured, named consistently and fully queryable.

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5. Incorrect E-commerce Event Setup

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What goes wrong:
Product views, add-to-carts and purchases fire in the wrong order or with missing item data. Revenue doesn’t match the store backend, attribution looks wrong and the entire funnel becomes unusable.

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How Marc Alexander fixes it:
E-commerce events are rebuilt according to Google’s item-level standards. Product, price, quantity and transaction details are captured correctly at every step so revenue aligns and funnel insights become trustworthy.

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6. Broken Attribution and UTM Chaos

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What goes wrong:
Paid campaigns show up as “Organic”, email lands as “Referral”, and expensive channels look weak because UTMs are inconsistent or completely missing.

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How Marc Alexander fixes it:
Consistent UTM rules, validated channel groupings and clean source/medium mappings ensure GA4 attributes traffic correctly — making marketing spend comparable across platforms.

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7. Risky Property Settings and Data Retention

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What goes wrong:
Wrong timezone, wrong currency, or short retention periods undermine revenue matching, day-level analysis and long-term trend comparison.

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How Marc Alexander fixes it:
Property settings are aligned to the business’s actual region, markets and reporting cadence. Retention and attribution windows are configured so long-term insights aren’t lost.

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8. Consent, Privacy and Regional Compliance Gaps

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What goes wrong:
Consent banners don’t actually control tracking, regional rules are ignored and GA4 silently drops data from users who should be tracked conditionally — or not at all.

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How Marc Alexander fixes it:
Consent mode behaviour is validated end-to-end, regional rules are respected and tags behave correctly before and after consent. The setup becomes compliant and predictable.

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9. Weak or Missing Integrations

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What goes wrong:
GA4 isn’t linked properly to Google Ads, BigQuery or reporting platforms. Conversions fail to sync, audiences underperform and analysts end up exporting CSVs manually.

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How Marc Alexander fixes it:
Integrations are connected, validated and tested so event data flows seamlessly between platforms. Automated reporting and proper bid optimisation become possible again.

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10. Session Fragmentation and Identity Issues

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What goes wrong:
Session timeouts, login states and identity methods don’t align. Returning users split into multiple sessions, funnels break apart and customer journeys lose coherence.

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How Marc Alexander fixes it:
Session behaviour and identity stitching are configured to reflect real usage patterns. Returning users behave like single users, funnels become continuous and journeys finally make sense.