London, UK · Serving UK/EU · GBP pricing

Your GA4 is probably broken. Let's find out how broken (and more importantly, let's fix it)

Look, let's level with you. Most GA4 setups are a bit of a mess.

Not because people are daft, but because Google made GA4 complicated enough that even experienced marketers end up with tracking that's held together with digital duct tape and hope.

Marc's 38-point GA4 audit pulls apart your entire Google Analytics 4 setup—property settings, tag deployments, data layer events, GDPR compliance, the lot—and tells you exactly what's broken, what's sort of working but could be better, and what needs binning entirely.

You'll get a proper roadmap with priorities (not just a list of scary problems), so you can actually fix things in a sensible order.

Mini GA4 Audit: £175–£300 (the essentials)

Full GA4 Audit: £600–£900 (everything, thoroughly)

Full Audit + Fix: £1,000–£1,800 (audit plus Marc actually sorts it for you)

Why your Google Analytics 4 probably really needs an audit.

Since Universal Analytics got the chop in July 2023, businesses across the UK have been scrambling to get GA4 working properly.

Many just clicked "Set up GA4" and hoped for the best. The result? Data you can't quite trust, reports that don't add up, and that nagging feeling that something's not quite right (spoiler: it probably isn't).

Common signs your GA4 needs a professional audit:

Traffic numbers that seem... off compared to other sources

Events that fire sometimes but not always (the GA4 classic)

Conversions you know happened but GA4 didn't catch

Revenue figures that don't match your actual revenue (awkward)

Everything looks fine in Google Tag Manager but broken in GA4

Cross-domain tracking that breaks when users visit checkout

Consent mode that doesn't actually respect user choices

You're afraid to make decisions based on the data because you're not sure it's accurate

The thing is, GA4 is brilliant when it's set up properly by a Google Analytics consultant. It's just rarely set up properly. Marc's audit finds the gaps, breaks, and bodge jobs, then provides a clear plan to fix them.

The 10 most common GA4 disasters (and how Marc fixes them).

1. Broken or duplicate event tracking (the classic)

What's gone wrong: GA4 events firing twice, tags that don't fire at all, triggers going off at inappropriate times. Your data has random spikes that make you look popular on Tuesdays for no apparent reason, and drops that make you think the website's down when it isn't. Basically, chaos.

How Marc fixes it: Strips out the duplicates, fixes the dead tags, sorts out trigger timing in Google Tag Manager. Every important action fires exactly once, at the right time. Your GA4 data stops looking like it's having a breakdown and starts being reliable.

2. Cross-domain tracking shambles

What's gone wrong: Someone visits your main site, clicks through to your checkout (different subdomain), and GA4 counts them as two completely different people. Your conversions all say "Direct" because GA4 loses the plot every time someone crosses domains. Payment gateways are particularly good at causing this mess.

How Marc fixes it: Sets up proper cross-domain linking in GA4, adds payment processors to referral exclusions, configures things so Google Analytics actually follows people across your entire site ecosystem. One person, one journey, proper attribution. Revolutionary, I know.

3. Internal traffic, bots, and other nonsense

What's gone wrong: Your own team testing things, QA tools clicking around, bots pretending to be humans. All counted as real traffic in your GA4 reports. Your "highest performing" pages might just be the ones your developers look at most.

How Marc fixes it: Identifies internal IP patterns, filters out staging environments, excludes known bot behaviour. Your GA4 finally shows actual customers, not your team having another look at the checkout flow.

4. Event naming disaster

What's gone wrong:
Similar actions tracked as "button_click", "button-click", "buttonClick", and "btn_click" because four different people set up GA4 tracking over the years. Half your events are missing crucial parameters. Reports are impossible because everything's named differently.

How Marc fixes it:
Reorganises the whole GA4 event structure using a consistent, sensible naming system. Captures all the parameters you actually need for analysis. Makes reporting possible again without wanting to throw your laptop out the window.

5. E-commerce tracking that's completely wrong

What's gone wrong: Product views fire after purchases (somehow), basket additions are missing price data, GA4 revenue figures look nothing like what your payment processor says. Your funnel analysis is basically fiction.

How Marc fixes it: Rebuilds e-commerce tracking properly using Google's actual specifications. Product details, prices, quantities all captured at the right moment in GA4. Revenue matches reality. Your CFO stops giving you suspicious looks.

6. UTM parameter chaos

What's gone wrong: Paid campaigns showing up as "Organic" in GA4 because someone forgot UTM parameters. Email traffic landing as "Referral" because the UTMs are wrong. Your most expensive marketing channels looking rubbish because the attribution's broken. Marketing meetings become uncomfortable.

How Marc fixes it: Establishes proper UTM conventions, fixes GA4 channel groupings, cleans up source/medium mappings. Attribution actually reflects where people came from. You can finally have honest conversations about what's working.

7. Property settings that make no sense

What's gone wrong: GA4 property is set to US timezone when you're in London. Currency is wrong. Data retention is set to the minimum. Your year-on-year comparisons are comparing different things. It's all a bit embarrassing.

How Marc fixes it: Aligns everything to your actual business—proper timezone for UK businesses, correct currency, sensible retention periods. Long-term tracking and comparisons become possible. Turns out that's quite useful.

8. GDPR compliance that isn't compliant

What's gone wrong: Consent banner looks nice, does absolutely nothing to control GA4 tracking. GA4 merrily tracks everyone regardless of what they clicked. You're probably in breach of UK and EU privacy rules but nobody's noticed yet (or they're being polite).

How Marc fixes it: Makes Google Consent Mode v2 actually control tracking. Respects UK GDPR and regional rules. Tags behave themselves. You become properly compliant and can sleep better at night.

9. Missing or broken Google Ads integration

What's gone wrong: GA4 isn't talking to Google Ads properly, so conversions don't import. BigQuery export is switched off or misconfigured. Your dashboards need manual CSV exports like it's 2012. Everyone's wasting time.

How Marc fixes it: Connects everything properly—Google Ads enhanced conversions, BigQuery data export, Search Console integration, whatever you need. Data flows automatically between platforms. Your analysts stop spending three hours every Monday updating spreadsheets.

10. Session fragmentation and user identity crisis

What's gone wrong: Returning customers get counted as multiple users in GA4. Sessions split for no good reason. Your customer journey analysis looks like everyone has short-term memory loss. Funnel reports are incomprehensible.

How Marc fixes it: Configures session behaviour and user ID stitching in GA4 to match how people actually use your site. Returning customers look like returning customers. Journeys make sense. Funnels become useful.

What you actually get with Marc's GA4 audit service.

Mini GA4 Audit (£175–£300)

The "tell me what's urgent" option. Perfect if you suspect specific problems or just want to know the critical stuff before it causes real damage.

What's included:

Core GA4 tracking validation (are events actually firing?)

Conversion setup review (are the important metrics being measured?)

Basic GDPR compliance check (any regulatory risks?)

Property configuration review (are the fundamentals right?)

Priority fix list (what to sort first)

1-hour walkthrough call

Timeline: 3-5 days

Best for: Small businesses, specific problem diagnosis, budget-conscious fixes

Request the Mini GA4 Audit here.

Full GA4 Audit (£600–£900)

The proper, thorough job. Marc goes through everything—all 38 points—and tells you exactly what's wrong, what's mediocre, and what's actually working well (there's usually something).

What's included:

Complete 38-point technical GA4 audit

Google Tag Manager deployment analysis (GTM, hardcoded, the lot)

Data layer validation

E-commerce tracking deep-dive for GA4 (if relevant)

Cross-domain and session configuration review

Compliance and Google Consent Mode validation

Integration health check (Google Ads, Search Console, BigQuery)

Attribution and channel grouping analysis

Stakeholder interviews (we'll chat to your team)

Detailed report with prioritised recommendations

Implementation roadmap

Findings presentation

Timeline: 1-2 weeks

Best for: Medium to large businesses, complete peace of mind, foundation for serious fixes

Request the Full GA4 Audit here.

Full Audit + Fix (£1,000–£1,800)

The "just sort it for me" option. Marc does the GA4 audit, then actually fixes everything. You get the report, but more importantly, you get working Google Analytics 4.

Everything in Full Audit, plus:

Marc implements all high-priority fixes

Critical tags rebuilt or corrected in GTM

GA4 event structure reorganised

Compliance properly configured

Google Ads and platform integrations connected

Testing and validation

Handover documentation

30 days post-implementation support

Timeline: 2-3 weeks

Best for: Businesses that need it done properly, done once, and would rather spend time on strategy than fixing GA4 tracking

Request the Full GA4 Audit + Fix here.

How the GA4 audit process works.

Week 1: The investigation

Marc gets access to the GA4 property, Google Tag Manager containers, and website. Then he basically pulls everything apart to see what's actually happening vs what should be happening. This involves:

Checking every tag, trigger, and variable in GTM

Testing actual user flows on the site

Validating data layer events

Reviewing historical GA4 data for patterns and anomalies

Interviewing the team (if Full Audit) to understand what they're trying to measure

Week 2: The diagnosis

Clients get a proper GA4 audit report. Not "everything's broken, good luck" but a structured breakdown of what's wrong, how wrong it is, why it matters, and what to do about it. Issues are categorised by:

Critical (fix immediately—this is costing money)

Important (fix soon—this is undermining decisions)

Nice-to-have (fix when there's time—this would make life better)

Week 3: The walkthrough (and fixes, if you've gone for that option)

Marc talks clients through the findings in actual English, not analytics jargon. They'll understand what's wrong and why. If they've opted for Audit + Fix, this is when Marc actually implements everything in their GA4 setup while explaining what he's doing.

Who needs a Google Analytics 4 audit?

Definitely need a GA4 audit if:

The GA4 setup was inherited and isn't trusted

GA4 data doesn't match other sources (payment processor, CRM, etc.)

Events work in GTM preview but not in GA4 (the classic)

Big decisions are about to be made based on GA4 data

Someone set up GA4 ages ago and nobody's checked it since

Google Consent Mode probably isn't working properly

GA4 tracking seems to break when users go through checkout/login/across domains

The boss asked "are we sure this Google Analytics data is accurate?" and the answer was uncertain

Probably don't need one if:

GA4 was professionally set up by a Google Analytics consultant in the last 3 months

There's an in-house analytics team actively maintaining GA4

Data consistently matches other sources and everything makes sense

It's a tiny business with a basic website and no e-commerce

Frequently asked questions about GA4 audits

How long does a GA4 audit take?

Mini Audit: 3-5 days.

Full Audit: 1-2 weeks.

Full Audit + Fix: 2-3 weeks.

Depends on complexity of the Google Analytics setup and how quickly access can be provided.

Do you audit GA4 for businesses outside London?

Yes. Marc works with clients across the UK, EU, and internationally. Most GA4 audit work is done remotely anyway—physical location doesn't matter.

What if the audit finds loads of problems with our GA4?

Then the exact issues will be known and how to fix them, which is considerably better than not knowing. Most Google Analytics setups have 5-10 genuine issues that matter. Marc prioritises them so it's clear what to fix first.

Can we implement the GA4 fixes ourselves?

Absolutely. The Full Audit includes an implementation roadmap written for the internal team. Or if preferred, go for Audit + Fix and Marc does the GA4 implementation.

How much does a GA4 audit cost?

Mini Audit: £175-£300.

Full Audit: £600-£900.

Full Audit + Fix: £1,000-£1,800.

Pricing depends on the complexity of your GA4 setup and how many integrations you have.

What's the difference between a GA4 audit and GA4 setup?

An audit reviews your existing GA4 to find and fix problems. A setup is building GA4 from scratch. If your GA4 is fundamentally broken, Marc might recommend a fresh setup instead—see Expert GA4 Setup.

Do you provide a GA4 audit checklist?

Yes—the Full Audit includes the complete 38-point checklist with your results. You'll see exactly what was checked and what the status is for each point.

Will the audit fix our Google Analytics 4 immediately?

The Mini and Full Audit provide a roadmap to fix issues. The Audit + Fix service includes Marc actually implementing the fixes, so GA4 is working properly by the end.

Can you audit Server-Side GTM and advanced GA4 setups?

Yes. Marc has experience with server-side Google Tag Manager, BigQuery exports, advanced e-commerce tracking, and complex multi-domain GA4 implementations.

What if our GA4 is actually fine?

Then the report will say so, which is genuinely useful information. Peace of mind that Google Analytics data is reliable is worth having. (Though in nine years of audits, Marc's found exactly two setups that were genuinely fine. Just saying.)

Why choose Marc for your GA4 audit?

Nine years as a Google Analytics consultant: Marc's audited everything from tiny startups to global brands. He's seen every possible way GA4 can break, and most of the impossible ways too.

Explains things in English: No jargon, no making people feel stupid for not understanding technical details. Clients will know what's wrong with their GA4 and why it matters.

Prioritises properly: Not all problems are equal. Marc tells clients what's urgent, what's important, and what can wait. Time won't be wasted fixing irrelevant things in Google Analytics.

Fixes things properly: If you go for Audit + Fix, it's done right. Not bodged, not "we'll come back to that." Proper, sustainable GA4 fixes.

Actually independent: No agency overhead, no junior team members learning on your account. Just Marc, who's done hundreds of GA4 audits and genuinely knows his stuff.

Based in London, works UK-wide: Marc works with businesses across London, Manchester, Edinburgh, Birmingham, and remotely throughout the UK and EU.

Ready to find out what's actually wrong with your GA4?

Stop wondering if your Google Analytics data is right. Get a professional audit from Marc, know for certain, fix what matters.

Book Your GA4 Audit

He's surprisingly friendly, even when telling you your GA4 tracking's a disaster.