Google Analytics Audit Test List

Every tests needed to ensure that your analytics match your marketing needs.

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Test Number

Test Name

Insight Category

Function

Behavior

'add_payment_info' Events Are Tracking

Utility

Behavior

'add_shipping_info' Events Are Tracking

Utility

Behavior

'add_to_cart' Events Are Tracking

Utility

Behavior

'begin_checkout' Events Are Tracking

Utility

Behavior

'login' Events Are Tracking

Utility

Behavior

'purchase' Events Are Tracking

Utility

Behavior

'refund' Events Are Tracking

Utility

Behavior

'remove_from_cart' events are tracking

Utility

Behavior

'search' Events Are Tracking

Utility

Behavior

'select_item' Events Are Tracking

Utility

Behavior

'sign_up' Events Are Tracking

Utility

Behavior

'view_item' Events Are Tracking

Utility

Behavior

'view_item_list' Events Are Tracking

(not set) Item at 'add_payment_info'

Accuracy

Behavior

(not set) Item at 'add_shipping_info'

Accuracy

Behavior

(not set) Item at 'purchase'

Accuracy

Behavior

(not set) Item at `add_to_cart`

Accuracy

Behavior

(not set) item at list view

Accuracy

Behavior

(not set) item at view_item/product detail

Accuracy

Behavior

(not set) items at checkout

Accuracy

Behavior

(not set) Landing Pages

(not set) Transaction ID at purchase

Affiliate Attribution for All 'irclickid'

Accuracy

Attribution

All Campaign Names Are Human Readable

Utility

Attribution

All Campaign Names Set for CPC

Accuracy

Attribution

Analytics conversion counts match backend (CRM/Ecommerce/Booking)

Accuracy

Attribution

Analytics conversions attributed to Facebook/Meta/Instagram match Facebook/Meta/Instagram platform conversions

Accuracy

Attribution

Analytics conversions attributed to LinkedIn match LinkedIn platform conversions

Accuracy

Attribution

Analytics conversions attributed to Microsoft Ads match Microsoft Ads platform conversions

Accuracy

Attribution

Analytics conversions attributed to Reddit Ads match Reddit Ads platform conversions

Accuracy

Attribution

Analytics conversions attributed to Twitter/X Ads Match Twitter/X Ads platform conversions

Accuracy

Behavior

BigQuery Tables Fresh in Last 24 Hours

Accuracy

Attribution

Bing/Microsoft Attribution for All 'msclkid'

Accuracy

Attribution

Campaign Ids Are Set for All CPC

Accuracy

Attribution

Campaign Names Are Not Shared Across Source/Mediums

Accuracy

Behavior

Capturing First-Party User ID or Email

Utility

Behavior

Cleaned page paths / allow-list of query parameters

Utility

Behavior

Custom Dimensions Implemented to Match Business Questions

Utility

Behavior

Custom Metrics Implemented to Match Business Questions

Utility

Behavior

Customer Journeys Defined and In-Use

Utility

Attribution

Customized Channel Grouping

Duplicate Parameters in Page URLs

Accuracy

Behavior

Duplicate Transaction Ids

Accuracy

Behavior

Duplicate Transactions: Too Close Together

Accuracy

Behavior

Event Names and Parameter Names That Are Close to Character Limits

Utility

Attribution

First-Touch Attribution to Email

Accuracy

Attribution

First-Touch Attribution to SMS

Accuracy

Attribution

GA4 Client ID Stored with Records Created in CRM / Ecommerce Backend / etc.

Utility

Behavior

GA4 Conversions / Key Events Defined

Utility

Behavior

GA4 Data Retention Set to Maximum

Utility

Behavior

GA4 Tracking Firing on All Pages

Accuracy

Attribution

Google Ads Linked to Google Analytics

Utility

Behavior

Google Analytics Linked to BigQuery

Utility

Attribution

Google Attribution for All Paid Google Links

Accuracy

Attribution

Google Search Console Linked to GA4

Utility

Behavior

Google Tag Manager on All Pages

Accuracy

Behavior

Have Content Groupings

Utility

Attribution

Healthy Ratio of Direct Traffic

Accuracy

Attribution

Healthy Ratio of Other/Unassigned

Accuracy

Behavior

Irregularly High Bounce Rate Landing Pages

Accuracy

Behavior

Irregularly High Cart To Checkout Rates

Accuracy

Behavior

Irregularly High Checkout To Transaction Rates

Accuracy

Behavior

Irregularly High Conversion Rate

Accuracy

Behavior

Irregularly High Detail To Cart Rates

Accuracy

Behavior

Irregularly High Engagement Rates

Accuracy

Behavior

Irregularly Low Bounce Rate Landing Pages

Accuracy

Behavior

Irregularly Low Conversion Rate

Accuracy

Behavior

Irregularly Low Engagement Rates

Accuracy

Attribution

LinkedIn Attribution for All Paid LinkedIn Links

Accuracy

Behavior

Malicious/Bot/Non-Human Traffic

Accuracy

Attribution

Match Between Clicks in Bing/Microsoft Ads to Analytics Sessions

Accuracy

Attribution

Match Between Clicks in Facebook/Meta/Instagram to Analytics Sessions

Accuracy

Attribution

Match Between Clicks in Google Ads to Analytics Sessions

Accuracy

Attribution

Match Between Clicks in LinkedIn to Analytics Sessions

Accuracy

Attribution

Match Between Clicks in Reddit to Analytics Sessions

Accuracy

Attribution

Match Between Clicks in Twitter/X to Analytics Sessions

Accuracy

Behavior

Match Between Item Revenue and Purchase Revenue

Accuracy

Attribution

Meta Attribution for All Paid Meta Links

New, Direct Visits to Subpages

Accuracy

Attribution

No Payment Processors as Referrals

Organic Shopping Attribution for All 'srsltid'

Accuracy

Behavior

Percent of Traffic Blocking Tracking

Accuracy

Behavior

Product Id is Associated with Only One Name

Accuracy

Behavior

Product Name is Associated with Only One Id

Accuracy

Attribution

Production Data is Free of Developer/Testing Traffic

Accuracy

Attribution

Query Parameter Stripping Over Redirects

Accuracy

Attribution

Reddit Attribution for All 'rdt_cid'

Accuracy

Attribution

Search Traffic Not In Organic Channel

Accuracy

Behavior

Sensitive Customer Information Stored in Analytics

Snapchat Attribution for All 'ScCid'

Accuracy

100

Attribution

Source Mismatch to Referrer

Accuracy

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Google Analytics Audit Test List

The ultimate GA4 add-on
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Links

Google Analytics Audit Test List

The ultimate GA4 add-on for actionable insights

The ultimate GA4 add-on for quick answers

The easiest way to use your GA4 data

Contact

Links

The ultimate GA4 add-on
for actionable insights

The ultimate GA4 add-on
for quick answers

The easiest way
to use your GA4 data