Google Analytics (GA4) and Google Tag Manager audit

Your GA4 and GTM setup reports numbers. An audit tells you whether they're true.

A GA4 audit and GTM audit checks whether your property and container do what your measurement plan says they do: which events fire, on which triggers, with which consent state, and whether revenue matches the backend. We run it at the signal layer, so the findings cover the event schema and data layer as well as the tags. It ends in a findings report ranked by revenue impact, then routes to the Assessment if you want it fixed.

Start with an Assessment→Not sure where to start?

01Where it breaks

What a GA4 audit and GTM audit actually surface

These are the six patterns that show up most often when we open a GA4 property and GTM container that were assumed to be working correctly.

02Scope

What the audit covers

Every GA4 audit and GTM audit we run starts from what your property and container actually do, not a generic template.

Measurement plan vs. reality
Container hygiene and versioning
Consent architecture across every tag
Event schema and dataLayer contract
Identity, attribution and reporting settings
BigQuery export and revenue reconciliation
Server-side GTM where present — see how we approach server-side GTM specifically

How our GA4 and GTM audit works

The audit starts from the Measurement Architecture Assessment: a scoped diagnostic conducted by a senior principal, beginning with a 30-minute conversation and ending with a document you own. Findings are ordered by revenue impact. You can fix them with your own team, bring us in for a repair sprint, or move to governance. For the longer version of how a Google Tag Manager audit is done, see what a GTM audit involves. Consulting and implementation work lives on Google Analytics consulting.

03Who works on this

The team behind this work.

Nishan Singh

Founder & Lead Analytics Architect · Calgary, Alberta

Nishan founded Analytico and leads its measurement architecture, turning fragmented analytics, ad platform, CRM, and backend data into numbers leadership can trust.

Harshita Maheshwari

Performance & Signal Strategy Lead · Toronto, Ontario

Harshita connects paid media performance to the conversion signals behind it, so ad platforms optimize from data that is complete, deduplicated, and aligned with business outcomes.

Google Analytics CertificationGoogle Ads Certification

Lohit Sharma

Analytics Implementation Engineer · Calgary, Alberta

Lohit builds and maintains the implementation layer behind Analytico's measurement work: data layers, tag configuration, and the server-side infrastructure that carries signals reliably.

Tealium CollectTealium CDP

04Questions

GA4 and GTM audit — frequently asked questions

What does your GA4 audit include?

We compare what your GA4 property reports against what actually happens: event and conversion definitions, consent configuration, identity and attribution settings, data thresholds, PII exposure, and whether reported revenue reconciles with your backend. You get a prioritized findings list with the mechanism behind each issue, not a settings checklist.

Do you audit server-side GTM (sGTM) as well?

Yes. Client-side GTM, server-side GTM, and the handoff between them. If you are evaluating a move to server-side tagging, the audit doubles as the readiness assessment for that migration.

What does your GTM audit include?

Container hygiene (orphaned tags, duplicate triggers, unversioned changes), dataLayer architecture against a documented event schema, consent gating on every tag, and load-order issues that cause duplicate or lost events. Where server-side GTM is in place, the audit covers the server container and its enrichment logic too.

What happens after the audit?

You receive a findings report ordered by revenue impact, with a fix plan you can execute with your own team, with us in a repair sprint, or under an ongoing governance retainer that keeps the container and property from drifting again.

How does an engagement start?

Start with the Measurement Architecture Assessment: a scoped diagnostic conducted by a senior principal. It begins with a 30-minute conversation, runs three to five weeks, and ends with a document you own.

Send us read access to the GA4 property and the GTM container.

We return a scoped plan within 10 business days of receiving it.

Start here

Every GA4 audit and GTM audit starts with a Measurement Architecture Assessment, scoped to your property and container — not a generic review.

Start with an Assessment →Not sure where to start?