Google Analytics Audit Test #

113

Backend/CRM Data in Warehouse

Why It Matters:

Critical to advanced conversion tracking and understanding actual ROI/ROAS/LTV/CAC.

Industries:

All

Checks For:

Utility

How powerful is your current implementation?

Insight Category:

Behavior

Can you tell what visitors are doing?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test checks whether backend or CRM data—such as lead status, customer lifecycle stage, purchase history, or subscription status—is being stored in your data warehouse and can be joined with Google Analytics data.

Without it, you can’t connect marketing and on-site behavior to business outcomes like pipeline growth, sales qualified leads, LTV, or churn.

This breaks full-funnel reporting and makes optimization efforts far less effective.

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • Check your data warehouse (e.g., BigQuery, Snowflake, Redshift):
    • Are there tables for CRM or backend data (e.g., from Salesforce, HubSpot, Stripe, custom databases)?
    • Do they contain customer identifiers (e.g., email, user ID, transaction ID)?
    • Are records updated regularly (daily or in near real-time)?
  • Look at whether these datasets can be joined to GA4 data using common keys like:
    • user_id
    • transaction_id
    • session_id
  • Confirm that backend data includes meaningful fields:
    • Lead stage, deal status, MRR, LTV, product tiers, churn date, etc.

Automated, Free Audit

Run our Instant Audit to flag warehouse coverage gaps.

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How To Fix

  • Set up ETL pipelines or use integration tools (e.g., Fivetran, Stitch, Census, Hightouch) to sync CRM/back-end data into your warehouse.
  • Standardize identifiers so CRM data can be joined to Google Analytics (e.g., through user_id, email hash, or event data).
  • Schedule regular updates (e.g., daily or hourly) to keep data fresh.
  • Create joined tables or views that combine Google Analytics behavior with CRM outcomes for better marketing attribution and lifecycle insights.
  • Hire a pro to architect your data pipeline so your warehouse becomes a true source of business intelligence—not just a collection of logs.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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