Google Analytics (GA4) & Google Tag Manager

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

A Google Analytics (GA4) audit and GTM audit from the team that works at the signal layer — the event schema, consent architecture, and server-side infrastructure your reporting depends on. Client-side tracking loses 30–40% of events; most properties we open have been compounding that loss with misfiring tags, unconsented gaps, and revenue that doesn't reconcile. We find the mechanisms, not just the symptoms.

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. For the longer version of how we approach each, see the GTM audit and GA4 audit guides.

  • 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
03Questions

GA4 and GTM audit — frequently asked questions

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.
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.
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.
It depends on property and container complexity — most complete within a few weeks. Every engagement starts with a Measurement Architecture Assessment call so we can scope it honestly before you commit.
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.

An audit ends with a decision, not just a report.

You leave with a findings report ordered by revenue impact. From there: fix it with your own team using what we found, bring us in for a repair sprint, or move to a governance retainer so the container and property stop drifting again.

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 a Measurement Architecture Assessment →Not sure where to start?

Talk to someone who has fixed this before.

A signal audit takes two weeks and tells you which numbers to trust. Book a call or send a note.

Prefer to talk live?

Pick a time that works for you. You will get a calendar invite right away.