Free Google Analytics (GA4) Audit

Q: Is the Google Analytics Audit really free?

Yep! And none of that “hide 80% of the results” nonsense.Maybe you’ll consider working with us for fixes, strategic consulting, or our GA4addON tools.

Q: What does adMind get out of this?

The chance to share some good ideas.Maybe you’ll consider working with our team for fixes, marketing strategy, or one of our GA4addON tools.

Q: Do you have tools to make Google Analytics better?

Yes!GA4addON:A no-code way to get all the value out of your raw data. Reports included.Performance monitoring for the whole marketing stack. Nothing flies under your radar again.

Only takes 90 seconds
Checks over 70 common data errors
Customized to your site's goals
AI-Powered Explanations & Insights
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A finished adMind GA4 audit, scored by category

Things Our Tool Will Check

Insight Category	Test Name	Focus	Description
Attribution	59 Tests	Accuracy/Capability	These tests assess how well you can identify where your visitors came from. Strong attribution empowers smarter decisions about where and how to optimize your marketing spend.
Attribution	(not set) medium	Accuracy	Detects sessions where the traffic medium is (not set) in GA4, indicating broken attribution due to missing or stripped UTM parameters or auto-tagging failures.
Attribution	(not set) source	Accuracy	Flags cases where sessions with a (not set) traffic source show up in GA4, which indicates a loss of attribution clarity and hinders accurate reporting on acquisition and campaign performance.
Attribution	Ad Platform Click IDs Stored with User Records in CRM / Database / Ecom Backend	Capability	This test checks whether ad platform click IDs are stored with user records, which is essential for accurate attribution, offline conversion tracking, and campaign-level ROAS analysis.
Attribution	Ads Platform Cost Data in Warehouse	Capability	This test verifies that ad platform cost data is consistently imported into your data warehouse to enable accurate ROAS, CPA, and marketing efficiency analysis.
Attribution	Affiliate Attribution for All 'irclickid'	Accuracy	This test ensures that traffic containing the 'irclickid' parameter is correctly attributed as affiliate in GA4, preventing misclassification and ensuring accurate partner performance reporting.
Attribution	All Campaign Names Are Human Readable	Capability	This test checks that all GA4 campaign names are human-readable, making performance analysis easier and reports clearer for both technical and non-technical stakeholders.
Attribution	All Campaign Names Set for CPC	Accuracy	Ensures all paid CPC traffic includes consistent campaign naming to maintain attribution integrity.
Attribution	Using Best Practices for Ad Platform Campaign Names	Capability	This test verifies that campaign names from paid platforms follow consistent, descriptive naming conventions to support clear reporting and cross-channel performance analysis.
Attribution	Using Best Practices for UTM Campaign, Matching Ad Platform	Accuracy	This test checks that `utm_campaign` values follow consistent, meaningful naming conventions to enable clear reporting by initiative and accurate long-term performance analysis.
Attribution	Bing/Microsoft Attribution for All 'msclkid'	Accuracy	Checks that Bing/Microsoft attribution for all 'msclkid' is properly implemented or monitored.
Attribution	Campaign Ids Are Set for All CPC	Accuracy	This test ensures that all CPC traffic includes a campaign ID, enabling accurate data joins between GA4 and ad platforms for full-funnel reporting and ROI analysis.
Attribution	Campaign Names Are Not Shared Across Source/Mediums	Accuracy	This test detects if the same campaign name is used across multiple sources or mediums, which can distort channel-level reporting and hinder accurate performance comparisons.
Attribution	Match Between Clicks in Facebook/Meta/Instagram to Analytics Sessions	Accuracy	This test compares Facebook Ads clicks to GA4 sessions to identify tracking gaps caused by issues like stripped UTMs, privacy settings, or slow-loading pages.
Attribution	Match Between Clicks in Google Ads to Analytics Sessions	Accuracy	This test compares Google Ads clicks with GA4 sessions to spot discrepancies that may stem from missing `gclid` tags, auto-tagging issues, or tracking delays—leading to unreliable attribution.
Attribution	Match Between Clicks in LinkedIn to Analytics Sessions	Accuracy	This test compares LinkedIn Ads clicks with GA4 sessions to identify mismatches caused by missing UTMs, redirects, slow-loading pages, or in-app browser tracking limitations.
Attribution	Match Between Clicks in Bing/Microsoft Ads to Analytics Sessions	Accuracy	This test compares Microsoft Ads clicks with GA4 sessions to uncover attribution issues like missing UTMs, stripped `msclkid`, or tracking delays that lead to inaccurate performance reporting.
Attribution	Match Between Clicks in Reddit to Analytics Sessions	Accuracy	This test compares Reddit Ads clicks with GA4 sessions to identify attribution gaps caused by limited tracking support, missing UTMs, or in-app browser and redirect issues.
Attribution	Match Between Clicks in Twitter/X to Analytics Sessions	Accuracy	This test compares Twitter Ads clicks with GA4 sessions to detect attribution issues caused by missing UTMs, redirect stripping, in-app browser limitations, or delayed GA4 tag firing.
Attribution	Customized Channel Grouping	Capability	Checks that customized channel grouping is properly configured.
Attribution	Direct Traffic Segments with Irregularly High Conversion Rates	Accuracy	This test identifies high-converting direct traffic segments, which may indicate broken attribution and the loss of true traffic source data.
Attribution	Duplicate Parameters in Page URLs	Accuracy	This test checks for duplicate query parameters in GA4 page URLs, which can clutter reports, inflate metrics, and lead to tracking inconsistencies and cardinality issues.
Attribution	Attribution Model Set to Best-Practice Setting	Accuracy	This test verifies that the GA4 property uses a deliberate, business-aligned attribution model to ensure accurate channel crediting and consistent performance reporting across platforms.
Attribution	GA4 Client ID Stored with Records Created in CRM / Ecommerce Backend / etc.	Capability	This test checks whether the GA4 client ID is captured in your CRM at record creation, enabling full-funnel attribution, offline conversion tracking, and web-to-CRM journey analysis.
Attribution	GCLIDs on internal links	Accuracy	This test detects improper use of GCLIDs on internal links, which can fragment sessions, distort attribution, and inflate conversion credit for Google Ads.
Attribution	Google Ads Linked to Google Analytics	Capability	Verifies that Google Ads is properly linked to Google Analytics.
Attribution	Google Attribution for All Paid Google Links	Accuracy	Checks for appropriate attribution for all paid google links.
Attribution	Healthy Ratio of Direct Traffic	Accuracy	Checks for a healthy ratio of direct traffic to your website.
Attribution	Healthy Ratio of Other/Unassigned	Accuracy	This test ensures your GA4 property has a low and stable percentage of “Other” or “Unassigned” traffic, as high levels typically signal broken UTMs, misclassified channels, or incomplete attribution.
Attribution	LinkedIn Attribution for All Paid LinkedIn Links	Accuracy	This test verifies that all paid LinkedIn traffic is properly tagged and attributed in GA4, preventing misclassification and ensuring accurate campaign performance and ROI tracking.
Attribution	First-Touch Attribution to Email	Accuracy	This test flags unusually high volumes of users with “Email” as their first source in GA4, which often indicates missing UTM tags and results in misattributed acquisition data.
Attribution	First-Touch Attribution to SMS/td> Accuracy	This test checks if GA4 is correctly attributing first-touch sessions to SMS traffic, ensuring SMS campaigns are properly credited in acquisition and performance reporting.
Attribution	Meta Attribution for All Paid Meta Links	Accuracy	This test verifies that paid Meta traffic is correctly attributed in GA4, as missing UTMs or stripped `fbclid` can lead to misclassification and underreported campaign performance.
Attribution	Meta or JS redirects	Accuracy	This test detects the use of meta refresh or JavaScript-based redirects that can block GA4 from firing, strip UTMs, and disrupt accurate traffic attribution and session tracking.
Attribution	New, Direct Visits to Subpages	Accuracy	This test identifies new users whose first session is direct traffic to subpages—often a sign of missing UTMs, stripped referrer data, or tracking misconfigurations affecting attribution.
Attribution	No Payment Processors as Referrals	Accuracy	Verifies that no payment processors show up as referrals.
Attribution	No Self Referrals	Accuracy	Checks and flags self referrals.
Attribution	Organic Shopping Attribution for All 'srsltid'	Accuracy	This test ensures that traffic with the `srsltid` parameter is properly attributed to Organic Shopping in GA4, preventing misclassification and helping accurately assess the value of organic product listings.
Attribution	Production Data is Free of Developer/Testing Traffic	Accuracy	This test checks that GA4 production data is free from internal, developer, or test traffic, which can inflate performance metrics and distort reporting accuracy.
Attribution	Query Parameter Stripping Over Redirects	Accuracy	This test detects whether UTM parameters and click IDs are being stripped during redirects, which can cause GA4 to misattribute sessions and inflate direct traffic metrics.
Attribution	Reddit Attribution for All 'rdt_cid'	Accuracy	This test verifies that traffic with Reddit’s `rdt_cid` parameter is correctly attributed in GA4 to avoid misclassification and ensure accurate reporting of Reddit Ads performance.
Attribution	Paid Search Traffic Not In Organic Channel	Accuracy	Verifies that paid search traffic is not erroneously being recorded as organic traffic.
Attribution	Sign In Domains as Referral Sources	Accuracy	This test detects if third-party login domains are showing as referral sources in GA4, which indicates attribution loss due to session resets during authentication redirects.
Attribution	Snapchat Attribution for All 'ScCid'	Accuracy	This test ensures that sessions with Snapchat’s `scCid` parameter are correctly attributed to Snapchat Ads in GA4, preventing misclassification and ensuring accurate campaign performance tracking.
Attribution	Source Mismatch to Referrer	Accuracy	This test detects mismatches between GA4’s source/medium and the actual referrer, indicating issues like broken UTMs or misconfigured redirects that distort attribution and performance reporting.
Attribution	Tiktok Attribution for All 'ttclid'	Accuracy	This test verifies that traffic with TikTok’s `ttclid` parameter is correctly attributed in GA4 to avoid misclassification and ensure accurate tracking of TikTok Ads performance.
Attribution	UTMs on All Emails	Accuracy	This test checks that email traffic is consistently tagged with UTM parameters to ensure accurate attribution and prevent email sessions from being misclassified in GA4.
Attribution	UTMs on All Possible Links	Accuracy	This test ensures that all campaign links across every channel are tagged with UTM parameters, preventing attribution loss and enabling accurate tracking of marketing performance in GA4.
Attribution	UTMs on Internal Links	Accuracy	This test detects the use of UTM parameters on internal links, which can break session continuity in GA4 and lead to inaccurate attribution, inflated sessions, and misleading funnel data.
Attribution	Web Analytics Campaign Name Matches Facebook Ads Campaign Name	Accuracy	This test verifies that the `utm_campaign` value in GA4 matches the actual Facebook Ads campaign name to ensure consistent cross-platform reporting and accurate performance analysis.
Attribution	Web Analytics Campaign Name Matches Reddit Ads Campaign Name	Accuracy	This test ensures that `utm_campaign` values in GA4 match the campaign names used in Reddit Ads, enabling accurate attribution and consistent performance reporting across both platforms.
Attribution	Web Analytics Campaign Name Matches Twitter Ads Campaign Name	Accuracy	This test verifies that `utm_campaign` values in GA4 align with campaign names in Twitter Ads, ensuring accurate attribution and consistent reporting of Twitter campaign performance.
Attribution	Analytics conversions attributed to Facebook/Meta/Instagram match Facebook/Meta/Instagram platform conversions	Accuracy	This test compares GA4 and Facebook Ads conversion data to identify significant discrepancies caused by tracking issues, missing `fbclid`, or blocked GA4 events.
Attribution	Web Analytics Conversions for Google Ads Match Google Ads Conversions	Automated	This test compares GA4 and Google Ads conversion counts to identify discrepancies caused by tracking, tagging, or event mapping issues that impact ad performance reporting.
Attribution	Analytics conversions attributed to LinkedIn match LinkedIn platform conversions	Accuracy	This test compares GA4 and LinkedIn Ads conversions to detect significant discrepancies caused by tagging issues, tracking limitations, or attribution mismatches across platforms.
Attribution	Analytics conversions attributed to Microsoft Ads match Microsoft Ads platform conversions	Accuracy	This test compares GA4 and Microsoft Ads conversions to identify major discrepancies caused by tagging issues, tracking failures, or attribution model differences that impact campaign performance insights.
Attribution	Analytics conversions attributed to Reddit Ads match Reddit Ads platform conversions	Accuracy	This test compares GA4 and Reddit Ads conversions to detect significant mismatches caused by tracking gaps, missing UTMs, or attribution differences that can lead to undervaluing Reddit’s performance.
Attribution	Analytics conversions attributed to Twitter/X Ads Match Twitter/X Ads platform conversions	Accuracy	This test compares GA4 and Twitter Ads conversions to identify discrepancies caused by tracking limitations, attribution gaps, or missing UTMs that can lead to underreporting Twitter ad performance.
Attribution	Analytics conversion counts match backend (CRM/Ecommerce/Booking)	Accuracy	This test compares GA4 conversion and revenue data with backend systems to detect tracking issues, missed events, or duplicate conversions that can distort performance insights.
Attribution	X / Twitter Attribution for All 'twclid'	Accuracy	This test verifies that sessions with Twitter’s `twclid` parameter are correctly attributed in GA4, preventing misclassification and ensuring accurate Twitter Ads performance tracking.
Behavior	33 Tests	Accuracy/Capability	These tests assess how well you track what visitors do once they arrive on your site. Accurate behavioral data helps you understand user engagement and optimize the onsite experience.
Behavior	(not set) Hostname	Accuracy	This test detects sessions in GA4 with a `(not set)` hostname, which typically signals misconfigured tracking, spammy hits, or failures in tag firing that compromise data quality.
Behavior	(not set) Landing Pages	Capability	This test identifies sessions with a `(not set)` landing page in GA4, indicating tracking delays or errors that disrupt attribution, entry-point analysis, and funnel accuracy.
Behavior	(not set) user type	Accuracy	This test checks for `(not set)` values in the GA4 “User Type” dimension, which can signal tracking or identity resolution issues that obscure insights into new vs. returning user behavior.
Behavior	Backend/CRM Data in Warehouse	Capability	This test verifies that backend or CRM data is available in your data warehouse and joinable with GA4, enabling full-funnel reporting and marketing-to-revenue attribution.
Behavior	BigQuery Tables Fresh in Last 24 Hours	Accuracy	This test ensures that GA4 event data is being exported to BigQuery daily, as missing tables can indicate broken exports and lead to reporting gaps or failed data workflows.
Behavior	Capturing First-Party User ID or Email	Capability	This test verifies that a first-party User ID is being captured in GA4, enabling accurate cross-device tracking, user stitching, and advanced audience and LTV analysis.
Behavior	Cleaned page paths / allow-list of query parameters	Capability	This test checks whether GA4 uses an allow-list for query parameters to prevent noisy, irrelevant, or sensitive values from inflating cardinality and cluttering reports.
Behavior	Custom Dimensions Implemented to Match Business Questions	Capability	This test assesses whether your GA4 property has an appropriate number of custom dimensions in use, balancing flexibility and performance to support meaningful, tailored analysis.
Behavior	Custom Metrics Implemented to Match Business Questions	Capability	This test evaluates whether GA4 has an optimal number of custom metrics in use, ensuring meaningful quantitative tracking without overloading the property or limiting future flexibility.
Behavior	Customer Journeys Defined and In-Use	Capability	This test verifies that customer journeys are clearly defined and leveraged in GA4 reporting, enabling more strategic analysis, attribution, and optimization across the full funnel.
Behavior	Duplicate Events	Accuracy	This test detects duplicate events within the same session or pageview in GA4, which can inflate metrics and distort performance analysis.
Behavior	Duplicate Pageviews	Accuracy	This test identifies cases where multiple `page_view` events are triggered from a single pageview, which can distort engagement metrics such as bounce rate and average engagement time.
Behavior	GA4 Conversions / Key Events Defined	Capability	This test ensures that key conversion events are properly defined in GA4, enabling accurate performance tracking, ad optimization, and reporting on meaningful user actions.
Behavior	GA4 Tracking Firing on All Pages	Accuracy	This test checks that the GA4 base tracking code fires on every site page to ensure complete data capture for sessions, events, and conversions across the user journey.
Behavior	Google Tag Manager on All Pages	Accuracy	This test ensures that the GTM container loads on every page, as missing GTM on key pages can lead to incomplete GA4 tracking and inaccurate analytics data.
Behavior	Have Content Groupings	Capability	This test verifies that content groupings are set up in GA4, enabling analysis of user behavior by content type rather than just by individual page URLs.
Behavior	Irregularly High Bounce Rate Landing Pages	Accuracy	This test identifies landing pages with unusually high bounce rates (low engagement rates) in GA4, which may point to issues like slow load times, misaligned content, or tracking errors.
Behavior	Irregularly High Conversion Rate	Accuracy	This test detects unusually high conversion rates that may be caused by duplicate events, misconfigured tags, or inflated tracking, leading to distorted performance metrics.
Behavior	Irregularly High Engagement Rates	Accuracy	This test flags unrealistically high engagement rates in GA4, often caused by misconfigured events or overly broad engagement triggers that inflate interaction data.
Behavior	Irregularly Low Bounce Rate Landing Pages	Accuracy	This test identifies landing pages with abnormally low bounce rates, often signaling tracking issues like duplicate events or auto-triggered engagement that distort content performance insights.
Behavior	Irregularly Low Conversion Rate	Accuracy	This test flags unusually low conversion rates in GA4, which may indicate tracking issues like missing tags, unmarked conversion events, or misaligned trigger conditions.
Behavior	Irregularly Low Engagement Rates	Accuracy	This test detects unusually low engagement rates in GA4, which may result from poor user experience or broken tracking that fails to register valid user interactions.
Behavior	'login' Events Are Tracking	Capability	This test checks whether login events are tracked in GA4, enabling segmentation, funnel analysis, and re-engagement insights based on known user behavior.
Behavior	Malicious/Bot/Non-Human Traffic	Accuracy	This test detects bot or non-human traffic in GA4, which can distort engagement metrics and inflate performance data if not properly filtered out.
Behavior	Match Between Item Revenue and Purchase Revenue	Accuracy	This test ensures that item-level revenue matches total purchase revenue in GA4, as discrepancies often indicate tracking errors that can distort product performance and financial reporting.
Behavior	'purchase' Events Are Tracking	Capability	This test verifies that the purchase event in GA4 fires correctly, ensuring accurate tracking of transactions and revenue attribution.
Behavior	'search' Events Are Tracking	Capability	This test verifies that GA4 properly tracks internal site search events, providing essential insights into user intent, content gaps, and opportunities for site optimization.
Behavior	'sign_up' Events Are Tracking	Capability	This test confirms accurate tracking of the `sign_up` event in GA4, essential for analyzing user engagement, conversion attribution, and marketing performance.
Behavior	Standardize Trailing Slashes on Page Paths	Capability	This test checks if GA4 page paths consistently use or omit trailing slashes to prevent duplicate entries and ensure accurate page analytics.
Behavior	Thank you pages without an event	Accuracy	This test verifies that "Thank You" or confirmation pages correctly trigger GA4 conversion events, ensuring accurate tracking of successful user actions and preventing underreporting.
Behavior	Too High Engagement Rate to Be Useful	Capability	This test identifies excessively high GA4 engagement rates, highlighting potential issues with engagement definitions, event tracking, or traffic configuration.
Behavior	Tracking At Least Some Custom Events	Capability	This test assesses if a GA4 property tracks custom events, which capture essential business-specific user actions beyond standard or recommended events.
Behavior	Unique IDs in Pages	Capability	This test checks if GA4 page paths or URLs incorrectly include dynamic or unique identifiers, which can cause data fragmentation, privacy risks, and reporting issues.
Ecommerce	34 Tests	Accuracy/Capability	These tests evaluate the accuracy and completeness of your ecommerce tracking. High-quality purchase data is essential for measuring performance and unlocking meaningful revenue insights.
Ecommerce	(not set) Item at `add_to_cart`	Accuracy	This test verifies whether GA4 `add_to_cart` events include proper product details, preventing incomplete ecommerce reporting and preserving accurate insights into product performance.
Ecommerce	(not set) Item at 'add_payment_info'	Accuracy	This test verifies if `add_payment_info` events in GA4 include complete product metadata, preventing reporting gaps and ensuring accurate analysis of checkout behavior and product performance.
Ecommerce	(not set) Item at 'add_shipping_info'	Accuracy	This test ensures `add_shipping_info` events in GA4 contain complete and accurate product metadata, preserving reliable funnel analysis, product-level attribution, and checkout insights.
Ecommerce	(not set) item at list view	Accuracy	This test checks if `view_item_list` events in GA4 contain complete product metadata, ensuring accurate tracking of product lists, conversions, and merchandising effectiveness.
Ecommerce	(not set) Item at 'purchase'	Accuracy	This test verifies that GA4 `purchase` events include complete product metadata, ensuring accurate revenue attribution, product-level reporting, and reliable ecommerce analytics.
Ecommerce	(not set) item at view_item/product detail	Accuracy	This test ensures `view_item` events in GA4 include complete product metadata, maintaining accurate insights into product views, user browsing behavior, and funnel performance.
Ecommerce	(not set) items at checkout	Accuracy	This test verifies that `begin_checkout` events in GA4 include complete product metadata, ensuring accurate checkout analysis, product-level attribution, and actionable insights into checkout behavior.
Ecommerce	(not set) Transaction ID at purchase	Accuracy	This test verifies that GA4 ecommerce transactions have valid, unique Transaction IDs, preventing duplicate reporting and ensuring accurate revenue attribution.
Ecommerce	'add_payment_info' Events Are Tracking	Capability	This test ensures that GA4 correctly captures `add_payment_info` events, enabling accurate checkout funnel analysis, drop-off insights, and payment preference tracking.
Ecommerce	'add_shipping_info' Events Are Tracking	Capability	This test ensures that `add_shipping_info` events in GA4 are firing correctly, enabling detailed checkout funnel analysis, drop-off tracking, and optimization of the purchase process.
Ecommerce	'add_to_cart' Events Are Tracking	Capability	This test verifies that `add_to_cart` events are properly tracked in GA4, providing insights into cart engagement, funnel performance, and product interest.
Ecommerce	'begin_checkout' Events Are Tracking	Capability	This test ensures that the `begin_checkout` event is correctly implemented in GA4, enabling accurate funnel tracking, checkout optimization, and insights into purchase intent.
Ecommerce	Duplicate Transaction Ids	Accuracy	This test checks for duplicate `transaction_id` submissions in GA4, preventing revenue double-counting and ensuring accurate conversion and financial reporting.
Ecommerce	Duplicate Transactions: Too Close Together	Accuracy	This test identifies multiple transactions recorded in a short timeframe within the same session or user, which may indicate duplicate events and distort revenue and conversion metrics.
Ecommerce	Irregularly High Cart To Checkout Rates	Accuracy	This test identifies unusually high cart-to-checkout rates, which may signal misconfigured events, premature checkout triggers, or missing data, leading to misleading funnel performance insights.
Ecommerce	Irregularly High Checkout To Transaction Rates	Accuracy	This test identifies an abnormally high purchase-to-begin_checkout ratio, which may indicate missing tracking, duplicate events, or server-side errors, leading to misleading funnel metrics and poor optimization insights.
Ecommerce	Irregularly High Detail To Cart Rates	Accuracy	This test identifies unusually high "detail to cart" rates, which may signal duplicate or misfiring events, improper timing, or automation issues, leading to misleading insights and skewed ecommerce data.
Ecommerce	Irregularly Low Add to Cart Rate	Accuracy	This test identifies unusually low "add to cart" rates, which may point to tracking issues, poor user experience, or low product appeal, leading to lost insights and early breakdowns in the ecommerce funnel.
Ecommerce	Irregularly Low Cart To Checkout Rates	Accuracy	This test identifies unexpectedly low cart-to-checkout rates, which may indicate technical issues, broken checkout buttons, or tracking problems, resulting in lost purchase intent and missed revenue opportunities.
Ecommerce	Item Variant in Item Name	Accuracy	This test checks whether product variant information is correctly passed via the `item_variant` parameter in GA4, preventing bloated reporting, fragmented metrics, and ensuring cleaner, scalable product analysis.
Ecommerce	More 'payment_info' than 'begin_checkout'	Accuracy	This test identifies when more `payment_info` events are recorded than `begin_checkout` events in GA4, indicating misfiring, duplicate events, or improper tag configuration, which distorts funnel reporting and drop-off analysis.
Ecommerce	More 'payment_info' than 'shipping_info'	Accuracy	This test checks for more `add_payment_info` events than `add_shipping_info` events in GA4, indicating tracking issues, misfiring events, or improper event sequencing that distorts funnel analysis and user drop-off detection.
Ecommerce	More 'select_item' than 'view_item_list'	Accuracy	This test checks for more `select_item` events than `view_item_list` events in GA4, indicating missing or broken tracking, misfiring events, or improper setup, which leads to inaccurate funnel analysis and weak product performance insights.
Ecommerce	More 'shipping_info' than 'begin_checkout'	Accuracy	This test identifies when `add_shipping_info` events outnumber `begin_checkout` events in GA4, suggesting tracking issues, premature event triggers, or server-side errors that distort funnel insights and hinder optimization.
Ecommerce	More 'view_item' than 'select_item'	Accuracy	This test ensures that `view_item` events occur more frequently than `select_item` events in GA4, indicating proper tracking of product page views, while highlighting potential issues with `select_item` tracking or non-list product page navigation.
Ecommerce	Product Id is Associated with Only One Name	Accuracy	This test ensures that each product ID (`item_id`) in GA4 is consistently paired with a single product name (`item_name`), preventing reporting issues, inflated product counts, and corrupted performance metrics.
Ecommerce	Product Name is Associated with Only One Id	Accuracy	This test ensures that each product name (`item_name`) in GA4 is consistently associated with a single product ID (`item_id`), preventing fragmented reporting, duplicated product data, and misleading insights.
Ecommerce	'refund' Events Are Tracking	Capability	This test ensures that refund events are correctly implemented in GA4, allowing accurate revenue adjustments, performance tracking, and insights into refund patterns.
Ecommerce	'remove_from_cart' events are tracking	Capability	This test ensures that `remove_from_cart` events are firing correctly in GA4, providing insights into cart abandonment, product-level friction, and user purchase intent.
Ecommerce	'select_item' Events Are Tracking	Capability	This test ensures that `select_item` events are properly implemented in GA4, enabling tracking of product list performance, click-through rates, and user engagement with product discovery.
Ecommerce	Transactions Happen on the Landing Page	Accuracy	This test identifies if purchase events are firing immediately upon landing, which may indicate duplicate events, misfired tracking, or improper implementation, leading to inflated conversion rates and disrupted funnel analysis.
Ecommerce	Transactions with No Revenue	Accuracy	This test identifies transactions in GA4 that are recorded without revenue, helping to avoid inaccurate reporting and misleading ecommerce insights.
Ecommerce	'view_item' Events Are Tracking	Capability	This test ensures that `view_item` events are consistently firing in GA4, providing insights into product interest, funnel progression, and merchandising performance.
Ecommerce	'view_item_list' Events Are Tracking	Capability	This test ensures that `view_item_list` events are firing correctly, providing insights into product list performance, user engagement, and merchandising strategies.
Activation	1 test	Accuracy/Capability	These tests assess your ability to use analytics data to build and activate audiences. When properly configured, your setup enables smarter targeting across ad platforms and marketing channels.
Activation	Audiences Are Setup for Import to PPC Campaigns	Capability	Checks if GA4 Audiences have been created to enable retargeting or personalization.
Reporting	2 Tests	Accuracy/Capability	These tests examine the structure and clarity of your reporting setup. Clean, well-organized data ensures better analysis, faster decision-making, and more actionable insights.
Reporting	Have Automated Reporting	Capability	Verifies whether recurring dashboards or reports are being generated for stakeholders.
Reporting	Have Automated Reporting from Warehouse (Centralized Data)	Capability	This test ensures that automated, centralized reporting is in place, providing scalable, reliable insights by integrating GA4, ad platforms, CRM, and financial data.
Settings & Compliance	18 Tests	Accuracy/Capability	These tests review your foundational GA4 settings and compliance configurations. Getting the basics right—like cookie consent and data retention—helps ensure accurate tracking and legal alignment.
Settings & Compliance	Cookie Compliance Implemented Per Regional Requirements	Capability	This test ensures that your GA4 implementation complies with cookie consent regulations, preventing legal risks and maintaining user trust.
Settings & Compliance	Cookie Compliance: GA4 Consent Mode	Capability	This test ensures that Google Consent Mode is implemented with GA4, allowing compliance with privacy laws and proper tracking based on user consent.
Settings & Compliance	Event Names and Parameter Names That Are Close to Character Limits	Capability	This test ensures that event and parameter names in GA4 stay within limits to prevent data loss, reporting issues, and tracking failures due to quota ceilings.
Settings & Compliance	GA4 Data Retention Set to Maximum	Capability	This test ensures that GA4 data retention settings are configured for the maximum period, preventing the loss of historical data needed for long-term analysis.
Settings & Compliance	Google Analytics Linked to BigQuery	Capability	This test ensures that your GA4 property is connected to BigQuery, enabling advanced queries, scalable analysis, and access to raw, unsampled event data.
Settings & Compliance	Google Search Console Linked to GA4	Capability	This test ensures that Google Search Console is properly linked to GA4, enhancing reporting with SEO insights and enabling cross-analysis of search performance and on-site engagement.
Settings & Compliance	Have a QA Process Defined	Capability	This test ensures that your organization has a defined and repeatable QA process for tracking changes, preventing broken, duplicate, or misfiring events and maintaining trust in analytics.
Settings & Compliance	Informational: Any HTTP Links?	Accuracy	This test flags non-secure (HTTP) links on your site, highlighting potential data integrity risks, loss of referrer information, and negative SEO impacts.
Settings & Compliance	Percent of Traffic Blocking Tracking	Accuracy	This test assesses the percentage of site traffic blocking GA4 tracking, helping you interpret metrics accurately and decide if supplemental tracking methods are needed.
Settings & Compliance	Sensitive Customer Information Stored in Analytics	Capability	This test detects whether PII or sensitive customer data is being sent to GA4, ensuring compliance with Google’s Terms of Service and preventing legal risks.
Settings & Compliance	Standard Parameters	Capability	This test ensures that GA4 events consistently include standard parameters, providing context for analysis, enabling effective reporting, and ensuring smooth debugging and validation.
Settings & Compliance	Tag Manager Tags Loading with Lowest Reasonable Priority (Optimize Page Load Speeds)	Capability	This test ensures that GTM tags are loaded with the lowest reasonable priority, optimizing page load speeds and improving overall site performance.
Settings & Compliance	Uniqueness of Client Id	Accuracy	This test verifies the uniqueness and consistency of GA4 Client IDs, preventing inflated user counts, inaccurate session attribution, and broken conversion tracking.
Settings & Compliance	Using a Tag Management System	Capability	This test ensures that a Tag Management System (TMS) like Google Tag Manager is used, providing centralized control, faster updates, and cleaner implementation for tracking scripts.
Settings & Compliance	Using Automated Tag QA	Capability	This test ensures that an automated tag QA solution is in place, helping detect broken, missing, or duplicate tracking tags to maintain data accuracy and trust in analytics.
Settings & Compliance	Using Event Create Rules?	Accuracy	This test ensures that Event Create Rules in GA4 are used appropriately to transform events into more meaningful ones without altering the original tag implementation, preventing confusion and inconsistent reporting.
Settings & Compliance	Using Testing Environments	Capability	This test ensures that testing and staging environments are properly separated from production GA4 data to prevent inflated metrics, polluted data, and skewed reports.
Settings & Compliance	GA4 Data Retention Set to Maximum	Automated	Checks if GA4 is configured to retain user data for the maximum duration of 14 months.

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When Your Data Isn't Accurate

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What Makes This Google Analytics Audit Different?

This Google Analytics Audit tool was built to help our clients, and now we're making it free for you.

Feature / Criteria

Our Free Audit Tool

Other Free Tools

Paid Agency Results

Price

Free

Free

$5k - $20k+

Time to Results

90 Seconds

10-30 minutes or unclear

Days to weeks

Requires Signup / Sales Call

Often yes

Always required

# of Tests

145, more added every month

10 - 30 max

Varies, but not transparent

AI-Powered Insights

Yes

Immediate Access to Better Reports

Yes

Covers Google Analytics & BigQuery / Warehouse

Yes

Rarely

Sometimes

Includes Ecommerce Checks

Yes

Limited

Yes

Actionable Recommendations

Yes, step-by-step fixes

Often too generic to implement

Yes, but typically high-level

Score or Grading System

Yes

Sometimes

Shareable Report

Yes

Sometimes

Usually

Strategy / Consulting Access

Optional Add-On

Yes

Ongoing Monitoring

Yes

Sometimes (paid retainer)

Built by Analytics Experts

Yes

Unclear

Yes

Transparent Methodology

Publicly exposed

Often vague

Rarely

Run My Free Google Analytics Audit

FAQs

Is the Google Analytics Audit really free?

Yep! And none of that “hide 80% of the results” nonsense.

Maybe you’ll consider working with us for fixes, strategic consulting, or our GA4addON tools.

What does adMind get out of this?

The chance to share some good ideas.

Maybe you’ll consider working with our team for fixes, marketing strategy, or one of our GA4addON tools.

Do you have tools to make Google Analytics better?

Yes!

GA4addON:

A no-code way to get all the value out of your raw data. Reports included.
Performance monitoring for the whole marketing stack. Nothing flies under your radar again.

What do I do if I get 'needs manual review' results?

That can happen. There are many things that we can’t check with the Google Analytics API.

One of our consultants would love to help you dig in further.

Schedule a free consultation.

How many times can I run a free audit?

As many times as you want for as many Google Analytics properties as you want.

Run My Free Google Analytics Audit

ANALYTICS CONSULTING

PAID MEDIA & SEO

ABOUT US

ANALYTICS BY SOLUTION

Free Google Analytics (GA4) Audit

Things Our Tool Will Check

Get Your Grade in 3 Easy Steps

Sign In with Google

Run the Audit

Review the Findings

When Your Data Isn't Accurate

What You Get With Your FREE Google Analytics Audit

AUDIT RESULTS

What Makes This Google Analytics Audit Different?

FAQs

Is the Google Analytics Audit really free?

What does adMind get out of this?

Do you have tools to make Google Analytics better?

What do I do if I get 'needs manual review' results?

How many times can I run a free audit?