Firstly, before diving into a Google Analytics and Google Tag Manager audit, it’s crucial to ask the right questions. These questions not only clarify the current use and implementation of GA4, but also ensure that the audit aligns with your client’s strategic business goals.
Here’s what you need to ask:
- Business Goals: What are the short to medium-term goals of your website? What does your performance measurement plan look like?
- Current Usage: How are you currently using Google Analytics? Are there any issues or gaps in your current setup?
- Compliance and Implementation: How compliant does the site need to be with data regulations like GDPR?
- Marketing Tactics: Are you effectively using UTM parameters? What are your strategies for remarketing and affiliate tracking?
- Technology: What website platform are you using, and are there unique identifiers for clickable elements?
- E-commerce Tracking: How are e-commerce activities tracked? Are transactions aligned with backend data for accuracy?
- Data Accuracy: What events and metrics are critical to your business? How are they tracked and reported?
- Reporting: Have you customized GA4 reports to suit your business needs? Are alerts also set-up for significant changes?
- Advanced Configurations: How do you handle internal traffic and session durations? What configurations might need adjusting?
- Integration and Expansion: Are you considering exporting data for more detailed analysis or integrating GA4 with other tools?
Understanding these aspects is essential for a targeted and effective audit that not only checks compliance and performance but also aligns Google Analytics use with overarching business objectives.
Finally, here is a link to our free pre-audit questions document: https://docs.google.com/document/d/1kL31vk1rWB2qZS_0NuHKaTnfdqOV2tey/edit?pli=1
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