Google Ads bids, Meta budgets and the monthly board pack all start with what GA4 reports. At £20k a month of paid media, a property that is 15% out on conversions is £36k a year of spend decided on the wrong number.
A GA4 audit from Conversion Uplift runs 186 checks on your Google Analytics 4 property, from settings and key events to ecommerce, integrations and data quality, and gives you a ranked list of fixes. £250 + VAT, results in 5 working days. The method is the one Neal Cole wrote for CXL’s official GA4 and GTM audit course; his team of senior analysts does the work and he signs the report.
For a childcare brand, server-side tracking recorded £248,444 of revenue against £20,173 in browser-only GA4 over the same period. Read the case study.
Not sure yet? Start with the free read-only check of your website’s tracking (no account access needed), or book a 30-minute call with Neal.
Neal Cole wrote the official GA4 and GTM audit course for CXL, holds CXL’s Special Topics in GTM for GA4 and Analytics Mania’s Intermediate Google Tag Manager and Advanced Topics certifications, and has spent 20+ years fixing tracking for Hastings Direct, Casumo, Irish News, Assurant, The Press Association (PA Media), Marex, Funbox and other businesses where a wrong number is expensive. He wrote the method. A small senior team runs it on your property, and he puts his name to the report.
If you need someone on hand after the audit rather than a one-off report, see what a GA4 consultant covers.
GA4 collects something the day you install it. The work is making sure what it reports is what happened, and that Google Ads, your CRM and your order table see the same thing. The audit runs 186 checks in 11 areas; these are the six where the money usually is. If you would rather work through it yourself first, start with our GA4 audit checklist.
Purchases, leads, sign-ups and calls marked as key events, and nothing else in the list: no remove-from-basket, no page views, no key events that haven’t fired in 90 days. We check each one’s counting method, that the right ones are imported into Google Ads as primary conversions, and that the names match what your CRM calls a lead. Smart Bidding then learns from the enquiries and orders finance would recognise, so each pound of a £20k-a-month budget follows the sales.
Every purchase carries a unique transaction_id, the right currency and item IDs that match your Merchant Center feed, and a refresh of the confirmation page doesn’t send the order again. We compare GA4 revenue with what the business recorded and flag test orders, duplicate transactions and tax or shipping counted inconsistently. You can cut the campaign that only looks profitable: on £240k a year of spend, every 10% of overstated revenue is £24k of budget backing sales that never happened.
Default channel groups, UTM tagging, the Google Ads link with auto-tagging, unwanted referrals from payment providers, and cross-domain settings that keep one session through a booking engine or a checkout on another domain. We size Unassigned and (not set) traffic against what GA4 normally produces, then name the cause of what’s left. Paid search, paid social and email are credited with the sales they drove, so a £20k monthly budget is split on where customers came from rather than on a large Unassigned row.
Internal and developer traffic filters switched on, staging and preview hosts kept out of the live property, and hostnames checked against the domains you own. We scan page URLs, page titles and site-search terms for email addresses, postcodes and reset tokens, which Google’s terms don’t allow in GA4, and flag anything found for specialist review. Conversion rates by landing page and campaign then describe customers rather than your own team, and you keep the 14 months of history next year’s £240k budget is planned on.
Time zone and currency that match your accounting system, data retention at 14 months rather than the default two, the attribution model and lookback windows you meant to choose, custom dimensions registered for the parameters your tags send, and the BigQuery and Search Console links. We also check the high-cardinality dimensions that push reports into (other) rows and the events that eat into the 1m-event daily BigQuery export limit. Set up this way, most sites never face the £20k to £30k GA360 upgrade just to see their own data.
Ad blockers, browser extensions, Safari’s tracking prevention and consent choices take 10% to 15% of browser-side conversions before GA4 sees them. Where the audit points to this as your main loss, we move collection server-side on Stape, so GA4 and Google Ads receive conversions from your own domain and you bid on the full count instead of the 85% the browser sent. It’s quoted separately: see server-side tracking, from £1,100 + VAT.
Most GA4 problems start in the tags that feed it. If Google Tag Manager sends your conversions, add the GTM audit: £450 + VAT for both.
The £250 audit reads your property through Google’s read-only Admin and Data APIs: the configuration, 28 days of report data for the checks that depend on behaviour, and 90 days for the ones that ask whether a setting is still in use. An AI assistant does the evidence gathering, which is why the price is £250 rather than a week of analyst time. Every response is saved, so any figure in the report can be reproduced, and the period ends three days before the audit because GA4 keeps processing events for up to 48 hours.
A senior analyst then works through all 186 checks, rates each one Good, Warning or Error, and writes up the fixes. The headline is an API-verifiable configuration score: how well the property is set up, based only on what the APIs can show. Neal signs the report.
What the APIs can’t see is your website, your tag manager container, your cookie banner and whether a real order or enquiry fires the right event. Those checks are listed in the report as outstanding rather than guessed at. The GTM audit covers the container, and the Senior Diagnostic walks the live journeys.
For an architectural design firm, until GA4 was linked to Google Ads: 345 Google Ads clicks arrived as 191 paid sessions over four weeks.
For a global insurer, once its form tracking was fixed. Read the case study.
For an online casino group after moving GA4 into BigQuery. Read the case study.
Every price is fixed, so if a job takes longer than we estimated, you don’t pay more.
| Step | What you get | Price |
|---|---|---|
| Free check | A read-only look at the tags your website fires, no account access needed | Free |
| GA4 audit | 186 checks across property settings, data streams, events and key events, ecommerce, integrations, privacy and data quality, from read-only API evidence. An API-verifiable configuration score, a ranked list of fixes and the checks still outstanding, in a report Neal Cole signs | £250 + VAT |
| GA4 and GTM audits together | Both reports, with each container finding matched to the GA4 events it feeds | £450 + VAT |
| Senior Diagnostic | The checks the APIs can’t reach: live journeys walked, a month of conversions reconciled against your CRM or order table, and fixes ranked by £ value | From £1,500 + VAT fixed once scoped |
| GA4 clean-up and implementation | The fixes from your audit, built, tested and documented | Fixed price quoted after the audit |
| Server-side tracking | Collection moved to server-side GTM on Stape, with enhanced conversions and Meta CAPI sent from your own domain. Prices | From £1,100 + VAT or monthly with no setup fee |
| Tracking Monitor | Weekly checks that GA4 still records what it should, so you find out the day a release breaks it. How it works | Fixed monthly fee |
Most clients start with the £250 audit. If it finds problems, you get a fixed price to fix them, or a written specification your developers can follow.
These come from GA4 audits and fixes we have done since 2024, one organisation per example. Every figure is quoted from the audit report or the client’s own data.
You add our analyst as a Viewer on the GA4 property, and you can remove access the day the report lands. We work with businesses spending £10k or more a month on paid media; below that, the free check is the right place to start.
Your configuration and report data come through Google’s read-only APIs, and a senior analyst works through the 186 checks, rating each one and recording the evidence behind it.
Within 5 working days: the score, a ranked list of fixes with what each gap affects, the checks the APIs couldn’t reach, and a fixed price for the clean-up if you want us to do it.
A GA4 audit checks how your Google Analytics 4 property is set up and whether what it reports can be relied on: property settings, data streams, events and key events, ecommerce, the Google Ads and BigQuery links, privacy settings and data quality. Ours runs 186 checks from read-only API evidence and gives you a ranked list of fixes. If you want to work through it yourself first, our GA4 audit checklist covers the same ground.
Ours is a fixed £250 + VAT, or £450 + VAT with a GTM audit of the container that feeds the property. The price holds if the work takes longer than we expected. Fixes are quoted at a fixed price once the audit says what needs doing.
Five working days from Viewer access to the report, usually less.
Viewer access to the GA4 property. We never ask for edit rights, and you can remove access once the report is delivered. If you add the GTM audit, we also need read access to the container. The free check needs no access at all.
An API-verifiable configuration score, then each finding with what’s wrong, where it lives, what it does to your numbers and how to fix it, ranked by what’s at stake. Checks the APIs couldn’t settle are listed separately. Every figure cites the query and date range behind it, so your team or agency can reproduce it.
AI does the evidence gathering: it pulls your configuration and report data through Google’s read-only APIs far faster than an analyst clicking through the interface. A senior analyst then reviews every check, using the method Neal Cole wrote for CXL’s official GA4 and GTM audit course, and Neal signs the report. You get the speed of the automation and a named person accountable for every finding.
Some gap is normal: GA4 and Google Ads count conversions differently, and ad blockers, browser extensions and Safari’s tracking prevention reduce what the browser sends. The audit separates that expected gap from the part caused by set-up, such as duplicate purchase events, a missing Google Ads link, cross-domain gaps or test orders in live data.
Yes. We quote a fixed price for the clean-up, build and test it, and document the changes. If you’d rather your own team or agency did the work, the report is written as a specification they can follow.
Written by the team, free to use before or after an audit:
Need another piece of the stack checked? See the GTM audit, server-side tracking, Tracking Monitor or our GA4 consultant service.
Tell us what’s not adding up in GA4. Neal replies personally, usually within one working day.
Would rather talk? Call 01978 896787 or book a 30-minute call with Neal.
Not ready for a conversation? Start with the free read-only check: just put “free check” in the message.
We migrated their systems to Google Tag Manager, implemented detailed form field tracking, and developed online dashboards for self-service reporting.
Read Full Case Study
The client struggled with data quality issues due to the limitations of free Google Analytics 4, given the high traffic volumes on their site. Solution: We exported raw data to BigQuery and set up automated dashboards to leverage tabular analysis directly from BigQuery.
Read Full Case Study
A childcare brand was under-reporting revenue by over 90%. Here’s what it was costing them.
Online claims conversion up from 20% to 45% for a global insurer, after fixing form tracking
80% more usable event data for an online casino group, by moving GA4 into BigQuery
Conversion Uplift is led by Neal Cole, author of the official GA4/GTM audit course for CXL, not “CXL-trained” like much of the field, but the person who wrote the course. Behind him is an experienced team with a background in the sectors where getting measurement wrong is most expensive: financial services and gaming. The person who audits your setup is the person who fixes it.
Conversion Uplift Founder
and creator of CXL.com's GA4 Audit Course
Analytics Engineer
Senior Analytics Consultant
Data Analyst
Neal regularly shares what we’re seeing in the field, where analytics data goes wrong, what AI changes for measurement, and how server-side tracking and BigQuery keep the numbers honest. Practical, specific, and occasionally uncomfortable.
Start with a free website audit, or talk to Neal directly about a full diagnostic. Either way, you’ll know exactly where your numbers stand, and what it’s worth to fix them. Results in minutes, no account access needed.
