Analytics Audits

Our audit process uncovers where you have analytics gaps so we can recommend the best ways to maximize the value of your data.

it's not just an audit it's an evaluation

Yes! We check your current configuration, but healthy analytics are so much more than that.

what do i get from an admind audit?

Stakeholder interviews to understand what you want and need from your data.

10 days of reviewing your technology to see if it’s capable of answering your questions.

90 min findings call to show you the gaps we found in what you have vs. what you need.

30 min roadmap call to review different implementation options.

50+ pages of findings to reference for future work.

insights come from asking questions

An audit should help you clarify the business questions you need your data to answer. 

The goal should be to understand if your current analytics set up is capable of answering those questions. And if not, why? and what can be done?

ChatGPT can’t help you, but we can.

what data do you need in order to answer everyones questions

Different Numbers

It's hard to investigate performance when you can't drill deeper into the data.

Undermine Trust

'Thresholding' hides data in an unpredictable and inconsistent way. 

And Waste Time

Where did those ecommerce or landing page reports even go? Nobody knows.

what do your reports need to look like?

Your reports should be easy to understand and to act on. Most importantly, they should be yours – not some hacked together template.

Our audit process considers how the data is being used and by whom to get the most from your data.

We only succeed if we build you reports that actually get used to make critical decisions.

not just an audit an evaluation

Other Guys adMind Analytics
Review data collection
Review current tracking and filtering
Enable GA4 features and settings
Identify GA4 features/settings best suited to answer your most pressing questions
Discrepancy analysis with all other marketing platforms (Shopify, CRM, ads platforms etc)


Review for potential conflicts with other marketing reports, spreadsheets or dashboards
Evaluate possibility GA4 can even answer relevant business questions
Analyze use of alternative visualization tools leveraging GA4 as source data but not as reporting tool

analytics audits the admind way

Discovery Calls
(Step 1)

Are you aligned?

We will conduct thorough discovery calls with all marketing connected stakeholders as well as any technical stakeholders to ensure we have a broad picture of what you NEED from your analytics in order for your business to improve ROI and reduce customer friction.

Often we find varying levels of alignment between stakeholders, but as a 3rd party with outside influence we can recommend what is in the best interest of the company.

Insight Generation (Step 2)

Where do they come from?

What is an insight? You’d be surprised at how little agreement there is in the marketing space on the definition of an insight and delivering insights is the product of any marketing analytics engagement we feel it’s important to have a clear definition to build your system around. So here is ours.

Definition of an ‘insight‘: a deviation from an expected result.

With that in mind we need to find all the places any deviations in marketing data may be found so that we can identify them, prioritize them and surface them to the proper individuals who will then use them to improve business outcomes.

QA The Data
(Step 3)

The good, the bad, the ugly

Review tracking for key conversions and engagement.


  • UA "Goal"/GA4 "Conversion" tracking
  • Custom engagement tracking
  • Custom dimensions/metric usage
  • Custom segment usage
  • Content grouping usage
  • Cost data integration
  • Site search usage

Review analytics tags and data layer strategy.

  • Review all analytics tags and plan for any migrations/alterations
  • Review all GTM tags and plan for consolidation
  • Review priority of tag firing and weight of tag manager container load
  • Review of product-based call data layer events

Assess the time-saving efficiency and technical performance of the tag manager and data layer.


  • UA "Goal"/GA4 "Conversion" tracking
  • Custom engagement tracking
  • Custom dimensions/metric usage
  • Custom segment usage
  • Content grouping usage
  • Cost data integration
  • Site search usage

Review Analytics Set Up:


  • Referral exclusions
  • Cross-domain tracking (where applicable)
  • Channel groupings and plan for implementing channel grouping in GA4
  • User ID (cross-device) tracking
  • Inbound traffic tagging strategies and best practices
  • Accuracy of source/medium attribution
  • Custom segment usage

Assess to what degree data can be segmented and aggregated to evaluate business goals.


  • Google Analytics account, property, and view structure
  • View filters for isolating only production data
  • Exclusion of Analytics spam/ghost traffic
  • URL and query parameter uniformity
  • Hostname considerations in page path reports
    • The configurations we currently have in place may or may not be needed

Reporting Review
(Step 4)

Who needs to see what?

Business leaders easily become blind to data in charts. In fact, an entire movement within the analytics community was born out of this blindness called ‘data story telling.’

The issue may be that data needs a story teller, but it’s more likely that in an effort to be comprehensive a team has over-reported and fallen victim to the ‘report everything’ mentality.

Data is not useful if it’s in a self-serve buffet style arrangement. We believe that with some care, thoughtfulness and strategy we can help you deliver the right KPI’s to the right people so they can make the best decisions possible for their role.

Roadmap Proposal (Step 5)

Technically defined engineering

After the review is complete our Analytics Architects will lead our team in preparing a technical roadmap of engineering implementation to fundamentally transform your analytics from something that drives anxiety into something that drives growth.

The written proposal will be delivered via a conference call with all the necessary stakeholders to discuss results, answer questions and address next steps.

We believe data should be helpful, and we can help you get it there.

Book Your Free Strategy Call

To keep you moving forward, your first call will be with an analytics engineer, not a sales rep.


Solution Design Audit

Review analytics people process and tech to propose improvement plan.



Building out the analytics system created during Solution Design.

Emergency Support

A certain amount of hours dedicated to resolving a specific issue.


making marketers look good is all we do

Being in charge of implementing marketing technology is a difficult place for marketers to find themselves, we get it. Before coming to adMind we all wrestled with marketing data, solving that problem is how we got started.

Our team will make your team look amazing!

Custom web analytics audits delivered in the last 7 years.
Team members on site at our local offices in Salt Lake City, UT​
Number of times we haven't been able to help.​

all the analytics skills one goal

Ready to see how Google Analytics consulting can drive growth for you?

1. Schedule a Free Discovery Call

2. Tell Us What You Need

3. Maximize The Impact of Your Data

Collaborate on the right solution.

Our Analytics Architects will collaborate with you to make sure your GA4 build is meeting all your needs.

Prioritize the most important work.

The GA4 reporting is awful, and we think Google did that on purpose. Regardless, you need functional reports and we can build them for you.

Present our findings, and roadmap.

Our Data Engineers work to ensure your data is accurately collected, quality controlled and prepared for use by your team.

Implement the strategy.

As an analytics consultancy our primary objective is to go beyond a report and deliver  actionable insights your team can use to improve business outcomes at scale.

Lets build something better together

Our team will first work to make sure we understand your desired business outcomes. From there we evaluate the people, processes and technology that make up your current analytics. Finally we deliver an analytics implementation plan to close all gaps and maximize the value of your data.

Reporting that makes you everyone’s favorite marketing team!

it takes a village to generate insights

Our service offering provides you with access to a complete set of analytics engineering skills.

Role: Analytics Architect

The design of an analytics system based on business needs, its configuration, the customer journeys that are encompassed, and the function of the website, app, etc.

What data should be collected (including metadata), what events should be collected (and what should trigger their collection), how the analytics system cooperates with other tech that is in use.

How it should be grouped or rolled up to accommodate answering meaningful questions.

Role: Analytics Engineer

The implementation of tracking such that the analytics architecture is translated into a real-world system. The verification of all events, triggers, and integrity of the data both at time of collection and in the destination systems that collect the data.

Role: Data Engineer

The transformation, enriching, and cleanup of data via a series of logical, well-documented steps that provide the capability of a business to trust the output data.

Through this process there should be singular places to get each piece of output data. The logic behind the cleanup processes should be congruent across an organization.

bearded man with hands on face

Role: Visualization Engineer

The translation of clean, enriched data into meaningful dashboards, reports, exploration tools that leverage visualization to facilitate meaningful interpretation of data with as few distractions as possible.

woman smiling

Role: Data Analyst

Through the use of dashboards, reports, and exploration tools (which could include ad hoc SQL work), mining for insights (something different than expected or new opportunities).

This can take the form of answering an explicit question from within a business, exploration for the sake of seeking insights, or at the prompt of a monitoring system.

Role: Optimization Engineer

Pulling the learnings from each step in the process our teams come together to create ideas for iterative testing our clients can use to narrow down the cause and effect of the insights discovered in their data.

This allows everyone to move forward with confidence knowing what each lever in the campaign is doing to contribute to increased ROI.

Measuring the Impact of Marketing

adMind Analytics is a team of specialized technical and strategic engineers, programmers, analysts and strategists. We don’t just ‘fix reports.’ We work with brands who want to activate their marketing data from traffic acquisition all the way through customer lifetime values. No technology alone can create the specific and strategic plan your business will need in order to get the most from that data, and that is where adMind comes in.

It starts with a call to discuss your business goals and immediate analytics needs. Then we perform a strategic audit to see if you have the right technology to support your goals, if that technology is configured properly and tracking accurately. This often spans a review of your analytics tech stack, acquisition platforms, CRMs and any other tech toys you may have on the shelf.

Once we know your goals and have diagnosed where you sit today we can create a roadmap for building out a proper analytics practice. You may decide to load all that work into a few months or over a longer period of time based on what is important to know now, and what you’d like to build towards knowing in the future.

Better insights, better outcomes.

man smiling about his quality of leads

Brands That Trust Their Analytics to adMind

Measure your marketing impact

Ready to see how proper analytics can drive growth for you?
Schedule a strategy call today. Learn how a proper analytics practice can help you:

  • Maximize your tech stack.

  • Develop influential content.

  • Align your org on KPI's and metrics.

  • Focus teams on what matters.

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