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

101

Attribution

Tiktok Attribution for All 'ttclid'

Accuracy

102

Behavior

Transactions with No Revenue

Using a Tag Management System

UTMs on All Possible Links

Accuracy

107

Attribution

UTMs on Internal Links

Accuracy

108

Attribution

X / Twitter Attribution for All 'twclid'

Accuracy

109

Attribution

Ad Platform Click IDs Stored with User Records in CRM / Database / Ecom Backend

Utility

110

Attribution

Ads Platform Cost Data in Warehouse

Utility

111

Attribution

Attribution Model Set to Best-Practice Setting

Accuracy

112

Behavior

Audiences Are Setup for Import to PPC Campaigns

Utility

113

Behavior

Backend/CRM Data in Warehouse

Utility

114

Behavior

Cookie Compliance Implemented Per Regional Requirements

Utility

115

Behavior

Cookie Compliance: GA4 Consent Mode

Utility

116

Attribution

Direct Traffic Segments with Irregularly High Conversion Rates

Accuracy

117

Attribution

GCLIDs on internal links

Accuracy

118

Attribution

Have a QA Process Defined

Utility

119

Attribution

Have Automated Reporting

Utility

120

Attribution

Have Automated Reporting from Warehouse (Centralized Data)

Utility

121

Attribution

Informational: Any HTTP Links?

Accuracy

122

Behavior

Irregularly Low Add to Cart Rate

Accuracy

123

Behavior

Irregularly Low Cart To Checkout Rates

Accuracy

124

Behavior

Item Variant in Item Name

Accuracy

125

Behavior

More 'payment_info' than 'begin_checkout'

Accuracy

126

Behavior

More 'payment_info' than 'shipping_info'

Accuracy

127

Behavior

More 'select_item' than 'view_item_list'

Accuracy

128

Behavior

More 'shipping_info' than 'begin_checkout'

Accuracy

129

Behavior

More 'view_item' than 'select_item'

Standardize Trailing Slashes on Page Paths

Utility

132

Behavior

Tag Manager Tags Loading with Lowest Reasonable Priority (Optimize Page Load Speeds)

Utility

133

Behavior

Thank you pages without an event

Accuracy

134

Behavior

Too High Engagement Rate to Be Useful

Utility

135

Behavior

Tracking At Least Some Custom Events

Utility

136

Attribution

Transactions Happen on the Landing Page

Accuracy

137

Behavior

Uniqueness of Client Id

Accuracy

138

Behavior

Using Automated Tag QA

Utility

139

Attribution

Using Best Practices for Ad Platform Campaign Names

Utility

140

Attribution

Using Best Practices for UTM Campaign, Matching Ad Platform

Accuracy

141

Behavior

Using Event Create Rules?

Accuracy

142

Behavior

Using Testing Environments

Utility

143

Attribution

Web Analytics Campaign Name Matches Facebook Ads Campaign Name

Accuracy

144

Attribution

Web Analytics Campaign Name Matches Reddit Ads Campaign Name

Accuracy

145

Attribution

Web Analytics Campaign Name Matches Twitter Ads Campaign Name

Accuracy

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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

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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