Google Analytics 4 Audits

GA4 · SERVER-SIDE GTM · BIGQUERY

Google Analytics 4 (GA4) Audits & Implementation

An AI audit can scan your GA4 in a few minutes. Ours does too, for only £250 + VAT, and a person checks every finding before it reaches you.

Here’s what even an inside-the-account scan can’t tell you. Since your last consent banner change, a slice of your conversions may have stopped being collected. Revenue still looks about right, so nobody questions it, and you’ve spent three months under-bidding on Google Ads on numbers that look fine. Catching that takes someone who knows what your numbers should be, not a tool checking what it was told to look for.

So we run the audit, then go further: server-side GTM, live conversion tracking, and what the errors are actually costing you. Our MD, Neal Cole, wrote and presents the official GA4/GTM audit course on CXL.com. Not “CXL-trained” like much of the field, but the author of the course itself.

What an AI scan can see, and what it can’t

Our free scan is genuinely useful. From the outside, read-only, it can tell you whether your tags are present, whether they fire before your visitors have consented, how your site performs for real users, and whether you’re visible to search and AI crawlers. It proves there’s something to fix.

The £450 AI audit goes further. It connects to your GA4 and GTM, reads how they’re actually configured, and shows you what’s misconfigured downstream, whether conversions are deduplicated and attributed correctly, what’s really set in your container and property, and how your data quality has drifted. A person checks every finding before it reaches you.

What neither can do is confirm your checkout or enquiry forms fire their tracking when a real customer submits, because that needs a live submission a CAPTCHA would block. And no scan can tell you what a given error is costing this business, or be accountable for the fix. That’s the human diagnostic, and it’s where the expensive, valuable work sits.

Why This Matters

When the numbers are wrong, the decisions

are too

When tracking fails, often no one notices. It drifts, a tag here, a consent gap there, and reports often still look plausible while you act on them. Here’s what costs you money.

Budget spent blind

Revenue you can’t see

Decisions you can’t defend

AI acting on bad data

Twelve ways your tracking breaks without you noticing

These are the failures we find most often. Most of them don’t announce themselves, and most come back: every deploy, every new tag, every site change is a fresh chance for one to reappear. Finding them once is the audit. Catching them the day they return is why monitoring matters.

WHAT'S INVOLVED

Putting the foundation right

When an audit identifies problems, this is the work that fixes them, by hand, verified, and set up to stay fixed.

GA4 measuring what matters, events and conversions configured correctly, internal traffic and PII excluded, the custom dimensions your reporting actually needs configured correctly in GTM and registered in GA4.
Collection you can trust, tag management moved to server-side GTM for cleaner, more reliable, consent-compliant data, with less reliance on your dev team.
A funnel you can believe, key events and ecommerce tracked accurately end to end, so the drop-off points in your reports are real, not tracking artefacts.

Our Process

How the Diagnostic Works

Diagnose Your Current Setup

We check implementation, data integrity, events, conversions, attribution, and tracking rules.

Identify Errors & Data Gaps

Full documentation showing what’s working, what’s broken, and what’s missing.

Rebuild & Configure GA4 Correctly

Clean events, audiences, ecommerce, funnels, verifying we are measuring correctly and consistently.

Validate & Test Everything

We run full debugging through GTM, GA4 DebugView, and browser logs.

Handover, Documentation & Training

Your team receives full documentation + optional training sessions.

Keep It Trusted

Measurement drifts the moment your site changes. We monitor tracking, consent and conversions continuously, so the next break is caught the day it happens, not three weeks later in a report.

Diagnose Your Current Setup

We check implementation, data integrity, events, conversions, attribution, and tracking rules.

Identify Errors & Data Gaps

Full documentation showing what’s working, what’s broken, and what’s missing.

Rebuild & Configure GA4 Correctly

Clean events, audiences, ecommerce, funnels, verifying we are measuring correctly and consistently.

Validate & Test Everything

We run full debugging through GTM, GA4 DebugView, and browser logs.

Handover, Documentation & Training

Your team receives full documentation + optional training sessions.

Keep It Trusted

Measurement drifts the moment your site changes. We monitor tracking, consent and conversions continuously, so the next break is caught the day it happens, not three weeks later in a report.

Credentials & Trust

Certified & Experienced Web Analysts

Our analysts are fully accredited by the Google Analytics Academy and hold the Advanced Google Analytics Certificate of Achievement.

FAQ

Frequently Asked Questions

How is this different from a free AI audit tool?

A free tool scans your site from the outside and tells you a tag looks present. Useful, but it’s reading the surface, not your accounts.

Our AI audit connects to your GA4 and GTM and reads how they’re actually configured: whether conversions are deduplicated and attributed correctly, what’s really set in your container, where the data has drifted. Then a person checks every finding, because an automated read still gets things wrong. That’s £250 + VAT for a GA4 or GTM audit, or £450 for both.

What it still can’t do is confirm your checkout fires on a real customer submission, or tell you what an error is costing you. That’s the human diagnostic, quoted once we’ve seen what’s broken. Our MD, Neal Cole, wrote the official GA4/GTM audit course on CXL.com.

How long does a full GA4 and GTM analytics audit take?

Most take one to three weeks, depending on the size and complexity of your setup, larger ecommerce or multi-domain sites need longer to review tracking, integrations and data accuracy properly. You’ll get a clear timeline before we start.

Do you fix the problems, or just report them?

Both are available. The full diagnostic audit gives you a prioritised, costed plan you can hand to any developer. If you’d rather we implement the fixes, configuration, server-side GTM, conversion tracking, we do that too, and set it up so it stays fixed.

How do I know if my GA4 is even set up correctly?

That’s what the free scan audit is for, a five-minute, no-access way to see where you stand and what’s worth fixing first. If it surfaces something serious, the full diagnostic audit tells you exactly how serious and what it’s costing.

We're in a regulated sector, can you make our measurement audit-ready?

Yes. We make your tracking and consent setup defensible and give your compliance or DPO team a maintained, tested, logged evidence trail they can produce on request, showing what’s tracked, how consent is enforced, and that it’s been monitored continuously. To be clear on scope: we’re the analytics specialists who speak compliance, not your regulator or your lawyer. We supply the evidence and work alongside a data-protection specialist for the legal interpretation, which is a combination most agencies can’t offer.

Can you check whether our consent setup is actually gating our tags?

Yes, and it’s one of the most common problems we find, tags that set cookies or share data before a visitor has consented, on sites that look fully compliant on the surface. We verify what actually fires before and after a consent choice, on real journeys, and flag where analytics or ad pixels are collecting when they shouldn’t. This is risk context to review with your DPO or legal adviser, not legal advice, but it’s usually the gap between “we have a cookie banner” and “our banner works.”

Do you work with Shopify stores?

Yes, Shopify is one of our core specialisms, including server-side tracking through Stape-style first-party setups. Shopify’s checkout, consent and ecommerce events have their own quirks that generic audits routinely miss, from purchase events firing without values to consent not gating third-party pixels. We know where Shopify tracking tends to break and how to make revenue and conversion data you can trust across the full funnel.

Can you audit and fix our paid search conversion tracking?

Yes, undercounted paid conversions are one of the most common and most expensive problems we find. If your tags aren’t capturing every conversion, Google Ads and Microsoft Binig will be optimising your bids against an incomplete picture, so you’re underbidding your best campaigns and misjudging what’s actually working. We check that conversions fire correctly across your real journeys, that values and currencies are passed properly, and that the signal reaching each ad platform matches reality. We can fix the gaps by using server-side GTM, so your bidding runs on numbers you can trust.

Can you reduce data loss from browsers, extensions and ad blockers?

Yes, and this is where server-side tracking earns its place. A large share of conversions never reach the ad platforms because browser privacy restrictions, cookie limits, extensions and ad blockers quietly strip client-side tags before they fire, often 10–20% of conversions, more on privacy-conscious audiences. Moving to server-side GTM and using a first-party setup recovers much of that lost signal, giving you more complete conversion data, cleaner remarketing audiences and better-optimised bidding. It’s one of the highest-impact fixes we make, and it compounds across every pound of media spend.

Can you fix our affiliate tracking?

We frequently work on fixing broken affiliate tracking. It is an expensive problem that costs you twice. When conversions are missed, you underpay genuine partner sales and damage those relationships; when they’re double-counted or wrongly attributed, you overpay commissions and reward the wrong sources. We audit the full affiliate chain, how sales are tracked, deduplicated against your other channels, and attributed to the right partner. so your network reporting reconciles with GA4 and your actual revenue. Where client-side affiliate tags are dropping conversions to browser restrictions or ad blockers, moving that tracking server-side recovers the lost sales and gives you a defensible, auditable record of what each partner actually drove.

What do I actually get?

Two things, at two price points.

The £250 + VAT audit (or £450 for both GA4 and GTM) is the AI audit, checked by a person. We connect to your GA4 and GTM, read how they’re actually set up, and confirm the findings by hand. A read-only scan caps at a grade B because it can only see the outside; going inside your accounts is how we grade the rest. You get a clear, graded report across measurement, tracking, consent and data quality: what’s configured correctly, what’s broken, and what’s missing. It reaches what a free scan can’t: whether conversions are deduplicated and attributed correctly, whether internal traffic and PII are excluded, whether your tags wait for consent, and how far your setup has drifted since it was built.

The diagnostic is the human step above it, quoted once we’ve seen what’s broken. It’s where we confirm your checkout and enquiry forms fire on a real submission, put your own enquiry and revenue figures behind each issue so you can see what it’s costing, and give you a prioritised plan to put it right. Neal Cole, who wrote the official GA4/GTM audit course on CXL.com, signs off the work.

The audit tells you what’s wrong. The diagnostic tells you what it’s costing and how to fix it.

Can I just run a free audit myself?

Yes, and it’s a sensible first step. Free AI audit tools are getting good, and running one costs you nothing.

The catch is that a tool checks what it’s told to check, and it doesn’t know what your numbers should look like. It will happily pass a GA4 setup that’s counting purchases twice and inflating your revenue, or one that stopped recording conversions after your last consent change, because on the surface the tags are firing. The finding a tool records as fine is the one someone who audits GA4 every day would stop on.

That’s what you’re paying for: a person who knows what right looks like for a business like yours, reading the output before you act on it. Neal Cole wrote the official GA4/GTM audit course on CXL.com. Run the free tool first if you want. If it tells you everything’s fine, that’s the moment a second opinion is worth having.

Stop guessing whether you can trust your numbers

If your GA4 setup is inaccurate or incomplete, we’ll find what’s broken, fix it properly, and keep it right, so the data you run your business on holds up when it counts. Signed off by Neal Cole, not a template.