GA4 numbers don't match anything else.
Shopify/Stripe say one thing, GA4 says another, Meta and Google Ads both claim the same conversion. Nobody knows which number wins.
Track Pillar · GA4 Audit
Your GA4 isn't lying on purpose — it's just wired wrong.
Our GA4 audit is a 10-day forensic pass over your tracking, ecommerce, attribution, and server-side setup. We find the places where GA4 disagrees with Shopify, Stripe, Ads and finance — and give you a concrete plan to fix it.
- Diagnose why purchase revenue and orders don't match your backend or platforms.
- Unpack why "Direct" and "Unassigned" conversions keep showing up in your reports.
- Stress-test your setup for server-side tagging, consent mode, and multi-domain flows.
Led by senior analytics engineers — not generic "GA4 migration" checklists.
Why GA4 doesn't feel trustworthy
The problem isn't GA4. It's how everything around it is wired.
Migration scripts, hurried GTM setups, server-side experiments, consent changes — they all stack into a system that's technically live but practically unreliable. Our audit pulls that mess apart.
Conversions keep showing as Direct or Unassigned.
Cross-domain flows, redirects, consent and ad blockers quietly strip context — so your best channels always look weaker than they are.
Every change risks breaking tracking again.
New landing pages, new offers, new funnels — measurement is always one sprint behind, and nobody sees the break until reports crater.
You're not confident enough to make big bets.
With fuzzy attribution and shaky revenue, it's safer to hold budget than to push into the channels that could actually grow the business.
What the GA4 audit includes
From raw hits to a GA4 property you're not embarrassed to show your CFO.
We don't just list issues; we connect them to revenue, reporting, and decision risk — then give you a prioritized fix roadmap.
Implementation & event schema
Everything from basic events to complex ecommerce flows.
- GTM, hard-coded tags, and server-side containers mapped and documented.
- Event names, parameters, and conversions reviewed against your real user journeys.
- Cross-domain and app/web flows validated end-to-end.
- Consent Mode, CMPs, and region-based rules checked for signal loss.
Revenue & ecommerce accuracy
Where most GA4 setups quietly break.
- Purchase, refunds, and subscription logic reconciled with Shopify/Stripe/backend.
- Product IDs, quantities, coupons, and tax behavior validated in payloads.
- Variance quantified and documented — not hand-waved.
- Target tolerance agreed (often <1–3%) and used as a guardrail.
Attribution & paid media alignment
So growth, finance, and agencies stop arguing.
- Google Ads, Meta, and other platforms checked for duplicate or missing conversions.
- Browser vs server-side events deduplicated correctly.
- UTM governance reviewed — no more random naming per channel/team.
- Performance views aligned with how finance and leadership see the business.
Governance, docs & future-proofing
The part that keeps GA4 clean after we're gone.
- Event schema reorganized around lifecycle and business outcomes.
- Naming conventions, parameter usage, and ownership clarified.
- Change-log and implementation notes captured for future devs and agencies.
- Optional monitoring/QA patterns to catch breaks early.
10-Day Forensic GA4 Audit
A fast, deep audit that doesn't drag on for months.
Our goal is simple: give you a clear yes/no on your current GA4 setup and a concrete path to something you can trust. No endless tickets. No vague recommendations.
- Days 1–21
Access & snapshot
Secure access to GA4, GTM, ad platforms and (where possible) backend/shop data. Capture your current configuration and key reports.
- Days 3–52
Event & funnel forensics
Deep dive into events, parameters, ecommerce payloads and key funnels. Identify missing, duplicated, or misfiring events.
- Days 6–73
Revenue & attribution reconciliation
Reconcile GA4 numbers against Shopify/Stripe/backend and ad platforms. Quantify the variance and isolate where it comes from.
- Day 84
Decision-layer validation
Stress-test your dashboards against questions from growth, product, and finance. See where GA4 still can’t answer confidently.
- Days 9–105
Audit deck & fix blueprint
Deliver a structured audit with screenshots, examples, and a prioritized fix roadmap — with optional implementation support.
You'll see a working draft of findings before the final deck, so nothing in the recommendation phase is a surprise.
Proof It Works
GA4 audits that translate into real confidence — and better spend.
The output isn't just a slide deck. It's the moment when your leadership team stops arguing about numbers and starts arguing about the next best move.
DTC · Shopify + GA4 + sGTM
Closed a 30% GA4 vs Shopify revenue gap to under 2%.
GA4 was under-reporting revenue and mis-counting purchases. We rebuilt ecommerce events, moved key signals server-side, and reconciled logic with backend and Ads.
SaaS · PLG motion
Turned noisy events into a clean activation funnel.
Signup, activation and upgrade events were implemented differently across teams. We standardized the schema in GA4 and GTM, then aligned it with product analytics.
Healthcare · Multi-domain lead flow
Recovered lost attribution across 3 domains and a CRM.
Cross-domain and consent rules were wiping source/medium. We re-engineered tracking, then wired CRM stages into GA4 for end-to-end visibility.