Analytics and Marketing Intelligence

Google Analytics Audit

Find out whether your analytics setup is collecting the right data, using consistent definitions and supporting real decisions.

A property can produce reports while still containing missing events, duplicate conversions, inconsistent filters, weak consent behaviour or definitions that do not match the organisation's objectives. Leadership and marketing teams act on numbers that appear precise but may not be complete, comparable or useful.

Why this matters

A property can produce reports while still containing missing events, duplicate conversions, inconsistent filters, weak consent behaviour or definitions that do not match the organisation’s objectives.

Leadership and marketing teams act on numbers that appear precise but may not be complete, comparable or useful.

What Google Analytics Audit involves

A Google Analytics Audit reviews the measurement plan, data collection, property configuration, events, key actions, traffic attribution, integrations, data quality and reporting use.

What the work can cover

The precise scope depends on the starting point and the decision to be made. The following areas are commonly considered in Google Analytics Audit.

Property and stream review

Examine the available evidence for property and stream, then identify the issues, opportunities and decisions that should shape the next step.
Event and conversion validation

Define and test event and conversion validation so stakeholders understand what the evidence measures, where it is limited and how it should inform action.
Traffic-source and referral checks

Address traffic-source and referral checks in the context of the wider engagement, connecting the work to the available evidence and the intended decision.
Consent and data-quality assessment

Examine the available evidence for consent and data-quality, then identify the issues, opportunities and decisions that should shape the next step.
Reporting review

Examine the available evidence for reporting, then identify the issues, opportunities and decisions that should shape the next step.
Prioritised remediation plan

Define prioritised remediation plan with clear choices, owners, dependencies, review points and an explicit link to the intended outcome.

When this is the right starting point

Organisations that inherited GA4, changed websites or consent systems, distrust current reports, see unexplained discrepancies or need a reliable measurement baseline.

It is less useful when there is no clear owner, insufficient access to the relevant systems or evidence, or no capacity to act on the findings. Discovery should confirm suitability before a wider programme is agreed.

How we approach the work

DSC adapts the detail to the organisation, but Google Analytics Audit follows a controlled, evidence-led sequence.

Define the decisions and measures
Clarify the business questions, conversion events, reporting users, metric definitions and governance requirements.
Audit the current measurement estate
Review data collection, tags, consent behaviour, platform configuration, data flows, known gaps and historical constraints.
Design and implement the solution
Configure the agreed measurement architecture with controlled naming, validation rules, permissions and documentation.
Test and reconcile
Verify events, parameters, journeys, consent states and reports against expected behaviour using repeatable QA evidence.
Document, hand over and review
Provide a measurement map, ownership, change controls, reporting guidance and a route for ongoing quality review.

What you receive

The final scope is agreed around the decision rather than a fixed menu. A typical Google Analytics Audit engagement may provide:

measurement and configuration review
event and key-action testing
traffic and integration checks
data-quality issue register
prioritised remediation and governance plan

The proposal should state which items are included, the evidence and access required, who owns each review and what sits outside the agreed scope.

What success should look like

A clear account of confirmed issues, their likely effect, the remediation priority and the decisions current data can or cannot support.

Success means the agreed events, definitions and reports work as designed, discrepancies are understood and stakeholders can use the evidence more confidently. It does not make attribution causal.

Relevant client work

Relevant client work showing how this service area has been applied in practice.

Strengthening analytics and reporting for a complex professional-services organisation

An ongoing analytics engagement focused on data integrity, tracking, dashboard evolution and turning multi-channel performance data into clearer decision support.

Building an integrated digital growth model for a private second-level school

A joined-up programme spanning research and strategy, search visibility, paid acquisition, analytics and digital experience to strengthen the school's recruitment journey.

Building an integrated digital growth programme for a complex property proposition

A joined-up engagement combining research, search, paid media, digital experience and analytics to improve how a high-consideration property proposition could attract, inform and convert prospective buyers.

Frequently asked questions

What does Google Analytics Audit involve?

A Google Analytics Audit reviews the measurement plan, data collection, property configuration, events, key actions, traffic attribution, integrations, data quality and reporting use.

When should an organisation consider Google Analytics Audit?

Organisations that inherited GA4, changed websites or consent systems, distrust current reports, see unexplained discrepancies or need a reliable measurement baseline.

What will DSC need from our team?

Business questions, measurement definitions, platform and tag access, consent configuration, technical contacts, known discrepancies and the stakeholders who use the reports.

What will the engagement produce?

The exact outputs are agreed in the proposal. Typical deliverables include measurement and configuration review, event and key-action testing, traffic and integration checks, data-quality issue register, and prioritised remediation and governance plan.

How should success be assessed?

Success means the agreed events, definitions and reports work as designed, discrepancies are understood and stakeholders can use the evidence more confidently. It does not make attribution causal.

Can DSC guarantee a specific commercial result?

No. DSC can improve the quality of diagnosis, planning, implementation and learning, but outcomes also depend on the organisation, market, budget, offer, platform behaviour and the way recommendations are implemented.

Request an Analytics Audit Discussion

Share the current situation, the decision you need to make and any constraints that matter. We will help determine whether Google Analytics Audit is the right next step and what evidence would be required.

Request an Analytics Audit Discussion