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Analytics Audit Checklist

Analytics Audit & Data Integration

Search analytics turn raw data into operating truth – revealing what drives discovery, conversion, and growth across every platform that counts. GA4, Looker, Adobe, Amazon, and social dashboards are only the beginning.

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Analytics Audit Checklist

Peter Drucker wasn’t talking about analytics platforms, but he may as well have been – what gets measured gets managed. A structured analytics audit proves whether every action, outcome, and touchpoint is actually being captured across tools, channels, and devices, whether you use GA4, Adobe, Mixpanel, Matomo, or a blended stack. Without trustworthy data, SEO, AEO, PPC, and UX decisions collapse into guesswork. Our proprietary analytics checklist helps to validate implementation, signal quality, attribution, and reporting so your insights reflect reality instead of noise.

Implementation & Tag Integrity

Strong analytics begins with correct, conflict-free tracking. This section checks GA4, GTM, and associated scripts to ensure events fire once, fire cleanly, and map correctly to the structure of the site and its intended measurement outcomes.

  • Check for duplicate GA4 tags or parallel measurement streams
  • Verify GTM container hygiene and unused tag removal
  • Confirm correct consent-mode behaviour and tag firing rules
  • Inspect dataLayer pushes for accuracy and completeness
  • Validate cross-domain tracking for multi-site journeys
  • Review script order for race conditions or blocking
  • Ensure no hidden hard-coded GA/UA remnants

Event Architecture & Signal Quality

Event design determines whether analytics surfaces real behavioural insight or floods reports with noise. This part of the audit focuses on aligning events to business intent, removing clutter, and ensuring each signal represents a meaningful action.

  • Map events to actual user actions and business KPIs
  • Remove single-pixel or “ghost” engagement events
  • Validate enhanced measurement events for accuracy
  • Check naming conventions for consistency
  • Ensure micro-conversions track deeper engagement
  • Log form errors, step interactions, and abandonment
  • Confirm outbound click and file download tracking

Conversions & KPI Alignment

Conversions are the backbone of meaningful attribution. This section checks whether configured conversions reflect real business value, fire at the right time, and offer clear visibility into outcomes tied to paid, organic, and AI-driven surfaces.

  • Audit conversion list against actual business priorities
  • Remove duplicate or redundant goal definitions
  • Confirm conversions trigger on completion, not load
  • Verify form-submission reliability and error handling
  • Map KPIs to marketing funnel stages
  • Check value attribution for ecommerce or lead scoring
  • Align conversions to UTMs, campaigns, and channels

Landing Pages & Behaviour Signals

Behaviour shows whether pages actually resolve user intent. This part of the audit evaluates relevance, engagement, and friction indicators so performance teams understand where users stay, struggle, convert, or abandon sessions across devices.

  • Identify top landing pages by channel and intent
  • Review scroll depth and time on key content areas
  • Monitor bounce and return-to-search patterns
  • Evaluate click patterns and rage-click clusters
  • Track form progression and drop-off points
  • Segment insights by device type and viewport
  • Flag UX blockers tied to behaviour anomalies

Channel & Attribution Accuracy

Clean attribution ensures every touchpoint receives appropriate credit. This section checks channel grouping, UTMs, and session stitching to confirm insights reflect how users actually arrive, interact, and convert across multiple systems.

  • Review UTM structure for consistency and clarity
  • Check paid search auto-tagging and query mapping
  • Resolve self-referrals and cross-domain issues
  • Audit channel group rules for misclassified traffic
  • Monitor assisted conversions versus last click
  • Identify untagged or “dark social” traffic sources
  • Check CRM or backend attribution alignment

Reporting, Dashboards & Insights

Reporting converts raw events into decisions. This section looks at dashboard quality, metric definitions, and cadence to ensure leadership sees the truth – not vanity metrics or incomplete stories that distort performance decisions.

  • Validate dashboard metrics against GA4 data
  • Confirm definitions for KPIs and performance terms
  • Review visualization clarity and segmentability
  • Check filters and breakdowns for accuracy
  • Ensure reports support weekly and quarterly views
  • Align KPIs with business-level outcomes
  • Remove vanity metrics or misleading composites

Data Governance & Change Control

Analytics only stays trustworthy when protected. This part of the audit confirms that roles, documentation, and update processes prevent accidental data corruption and maintain consistency as technology, content, and campaigns evolve.

  • Assign ownership for GA4, GTM, and key metrics
  • Maintain a master log of tagging and schema changes
  • Use version control and container export backups
  • Document canonical event definitions and rules
  • Review permissions and publish rights regularly
  • Schedule periodic audits for critical funnels
  • Track impacts from new content or site releases

Cross-Platform & Device Continuity

Users don’t stay on one device – neither should your measurement. This section checks the stitching of sessions and identifiers to ensure analytics captures the full customer journey wherever it begins and wherever it ends.

  • Validate cross-device behaviour consistency
  • Check identity settings and user-ID configuration
  • Review mobile app integration if applicable
  • Confirm reporting for tablets and hybrid devices
  • Map journeys that cross channels before conversion
  • Identify attribution gaps between platforms
  • Align data with CRM or offline conversion imports