47 checks every GA4 property needs to pass. From event naming conventions to consent mode, data retention settings, and internal traffic filters — the definitive audit checklist.
GA4 SetupMost GA4 properties have at least three of these problems. Internal traffic leaking in, payment processors creating ghost sessions, conversion events with zero data — here's how to find and fix them.
EventsSnake_case isn't just a style preference — it affects how GA4 groups and surfaces your data. A practical guide to naming events, parameters, and custom dimensions correctly.
PrivacyGoogle's Consent Mode v2 became mandatory for EEA traffic in March 2024. Here's what it actually does, how to verify it's working, and what happens to your data if it isn't.
Attribution · Traffic SourcesA large (Unassigned) row in your Acquisition reports isn't a quirk — it's a symptom of broken configuration. Non-standard UTMs, payment processor redirects, and missing channel rules are the usual culprits.
Privacy & Compliance · 2026If your European traffic has plummeted or remarketing lists are shrinking, you likely have a Consent Mode v2 problem. All 4 required signals, Basic vs Advanced mode, and 3 signs your implementation is broken.
GA4 Migration · Data QualitySessions are lower, bounce rate is gone, and conversions count differently. Most UA vs GA4 discrepancies are architectural — not errors. Here's what actually changed and how to validate your GA4 data independently.
Data Integrity · E-commerceGA4 showing double your actual revenue? Duplicate tag firing, thank-you page reloads, and cross-domain checkout issues are the most common causes. Here's how to diagnose and fix each one.
Privacy · ReportingThe orange exclamation triangle means GA4 has silently removed rows from your report to protect user privacy. Here's what triggers it, why Google Signals is usually the cause, and how to get your complete data back.
Agencies · OnboardingTaking on a new client's GA4 account means inheriting their configuration mistakes. This is the complete checklist to run before presenting your first report — covering access, property settings, event tracking, and compliance.
Property Setup · Data QualityGA4 defaults to deleting your data after 2 months — silently, automatically, with no warning. Here's what you permanently lose and how to fix it in 30 seconds before more data disappears.
Tool ComparisonBoth tools identify GA4 configuration issues, but the depth of analysis and quality of output are significantly different. An honest comparison across audit scope, report output, and agency use case fit.
Configuration · E-commerce · ShopifyStripe, PayPal, and Shopify Payments appearing as traffic sources means every purchase is misattributed. The complete domain exclusion list for Shopify stores and step-by-step fix instructions.
Data Integrity · SessionsUTM-tagged internal links, payment redirects, and missing cross-domain configuration split single user journeys into multiple sessions — inflating counts and breaking funnel analysis. Here's how to fix each cause.
BigQuery · Data EngineeringGA4's interface uses modelled, sampled, and processed data. BigQuery exports raw unsampled events. The two will never match exactly — here's the complete explanation of every source of difference.
Audit StrategyA manual GA4 audit takes an experienced analyst 4–8 hours. An automated one takes 60 seconds. Both have genuine advantages — here's when to use each, what you trade off, and why consistency is the underrated argument for automation.