Google Analytics Audit Test #

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 for unusually high “detail to cart” rates—the percentage of users who view a product detail page and then immediately add the product to their cart. While high engagement can be a good sign, abnormally high rates (e.g., 80–100%) may indicate:

• Duplicate or misfiring add_to_cart events
• Improper event timing (e.g., firing on page load instead of actual user action)
• Implementation bugs or automation tools mimicking human behavior
  
  

These inflated rates can mislead merchandising decisions, skew funnel performance, and erode trust in Google Analytics ecommerce data.

• Review your add_to_cart event trigger logic in Google Tag Manager or site code:
  • Ensure it only fires on actual user interaction (e.g., button click), not page load or auto-scripts.
• Test your ecommerce journey using Google Analytics DebugView or Tag Assistant to confirm proper sequencing of item_view → add_to_cart.
• Eliminate duplicate triggers or overlapping tags that cause the same event to fire multiple times.
• If using automation for cart building (e.g., bundles or upsells), consider using separate event names to avoid skewing add_to_cart metrics.
• Hire a pro to clean up your cart tracking so you can confidently measure what’s really driving engagement.