Analytics Health Check & Foundation
Build Your Growth on Trustworthy Data: Expert GA4 & GTM Audits for Reliable Experimentation.
The Challenge – Can You Truly Trust Your Data to Drive Decisions?
Are critical business decisions being made with potentially flawed or incomplete website analytics? Inaccurate data is more than just a nuisance; it leads to misleading insights, wasted marketing spend, and ineffective experimentation efforts.
Without a meticulously configured and validated analytics foundation, issues like incorrect GA4 event tracking, GTM misconfigurations, data discrepancies, or unaddressed privacy concerns can silently sabotage your ability to understand user behavior and measure true impact. “Garbage in, garbage out” is a stark reality that can completely undermine a growth program.
Conversion Crafted’s Analytics Health Check & Foundation service is designed to give you unwavering confidence in your data. We conduct comprehensive, expert audits of your Google Analytics 4 (GA4) and Google Tag Manager (GTM) setup.
Our process, informed by industry-leading best practices, identifies critical issues, clarifies ambiguities, and provides actionable recommendations to ensure you have an accurate, reliable, and strategically aligned data foundation for all your growth initiatives.
Who Is Our Analytics Health Check Ideally For?
This essential service is designed for businesses and teams who:
- Question Their Data Accuracy: Suspect their analytics might not be telling the full or correct story, leading to low confidence in reports.
- Are Navigating a GA4 Migration: Have recently migrated, or are planning to migrate, to GA4 and want to ensure an optimal, best-practice setup from the start.
- Struggle with Data Clarity: Find their current data confusing, inconsistent, plagued by “(not set)” values, or difficult to translate into actionable insights.
- Are Preparing to Scale Experimentation: Need to guarantee that their A/B test results and behavioral insights are based on irrefutably trustworthy data to ensure statistical validity.
- Want to Maximize the ROI of Their Analytics Tools: Aim to fully leverage their investment in GA4 and GTM, ensuring these tools are configured to meet specific business objectives and measurement plans.
- Prioritize Data Governance & Compliance: Want to ensure their data collection practices align with privacy regulations and internal data quality standards.
Our Approach – A Meticulous Audit for Data Integrity, Clarity & Strategic Alignment
Our Analytics Health Check is a systematic, multi-faceted process. We don’t just look for technical errors; we strive to understand your business context and ensure your analytics setup is a powerful asset for growth.
Phase 1: Strategic Discovery & Contextual Understanding
- Business Goal & Measurement Plan Alignment: We begin by deeply understanding your key business objectives, KPIs, conversion funnels, and your existing performance measurement plan.
- Current Analytics Usage & Pain Points: Discussing how your team currently uses Google Analytics, any specific data concerns, or reporting challenges.
- Technical & Privacy Landscape Review: Understanding your website platform, cookie consent mechanisms (like Google Consent Mode), and any specific data privacy regulations you need to adhere to.
Phase 2: Comprehensive Technical Audit – GA4 & GTM Infrastructure
Our meticulous audit leaves no stone unturned, leveraging browser developer tools, GTM Preview, and a comprehensive checklist refined through extensive experience. We examine:
- GA4 Property & Data Stream Configuration: Verifying correct data stream setup, optimal configuration of event tracking (automatic, enhanced measurement, recommended, and custom) against your business goals, conversion definitions, attribution settings, channel groupings, data retention policies, and filters. We actively look for issues causing data degradation, such as high-cardinality dimensions leading to “(other)” rows.
- Google Tag Manager (GTM) Integrity & Best Practices: Auditing your GTM container(s) for optimal use of the GTM Google Tag, Configuration/Event Settings variables, and consistent Measurement ID usage. We assess trigger logic for precision, variable usage, data layer implementation, and adherence to best practices to prevent common pitfalls.
- Tracking Code Presence & Accuracy: Systematically checking for consistent and correct tracking code (gtag.js or GTM) placement across all relevant domains, subdomains, and critical user pathways, including iFrames or third-party payment gateways, where feasible.
- Common Data Quality Pitfalls: Actively searching for and validating common issues such as self-referrals, referral spam, unaddressed internal traffic, inconsistent UTM usage, duplicate event tracking, broken cross-domain tracking, and potential PII leakage.
Phase 3: Data Validation, Scenario Testing & Issue Prioritization
- Key Conversion Path Validation: Testing critical user scenarios (e.g., sign-ups, purchases, lead form submissions) end-to-end to ensure accurate data capture at each touchpoint.
- Cross-Referencing & Integrity Checks: Comparing key GA4 metrics with data from other reliable sources (e.g., CRM, backend sales data) to identify significant discrepancies and investigate signs of missing or duplicate data.
- Issue Prioritization: Categorizing all identified issues based on their potential impact on data accuracy and business decisions (e.g., using a framework like the Eisenhower matrix – Critical, Important, etc.).
Phase 4: Actionable Recommendations & Strategic Foundation Blueprint
- Comprehensive Audit Report: Delivery of a detailed, yet understandable, report outlining all findings, evidence, and the potential business impact of each issue.
- Clear, Prioritized Recommendations: Providing specific, step-by-step actionable guidance to rectify identified issues and optimize your GA4 and GTM setup.
- Implementation Support (Optional Add-on): We can provide expert guidance for your team to implement the fixes or, as an additional service, our team can directly implement the necessary changes.
- Best Practice Foundation Blueprint: Outlining recommendations for ongoing analytics governance, establishing a data quality assurance program (including monitoring or audit calendars), and configuring your analytics for optimal support of your experimentation program.
- Key Deliverables: Comprehensive GA4 Audit Report, Detailed GTM Audit Report, Prioritized List of Issues & Actionable Fixes, Strategic Recommendations for a Resilient & Reliable Data Foundation.
Key Benefits & Outcomes of an Analytics Health Check
- Data You Can Implicitly Trust: Gain unwavering confidence that your strategic decisions, behavioral analyses, and experiment results are based on accurate and reliable information.
- More Effective & Reliable Experimentation: Ensure the statistical validity of your A/B test results and the true measurement of your optimization program’s impact.
- Clearer, More Actionable User Insights: Unlock more precise and dependable understanding of user behavior and journey patterns.
- Improved ROI on Marketing & Optimization: Make better-informed decisions about resource allocation and strategy.
- Enhanced Reporting Accuracy: Provide stakeholders with dependable reports and KPIs.
- Compliance Peace of Mind: Identify and address potential PII or cookie consent misconfigurations, helping you align with privacy regulations.
- A Solid Foundation for Future Growth: Establish the necessary data infrastructure to robustly support all current and future digital marketing and experimentation initiatives.
Why Choose Conversion Crafted for Your Analytics Foundation?
At Conversion Crafted, we view an analytics audit not just as a technical checklist, but as a strategic imperative. Our deep understanding of what’s required for a high-performing experimentation program means we scrutinize your analytics with a unique, strategic lens.
We ensure your setup not only functions correctly but is also optimized to provide the specific, high-quality insights essential for effective CRO and for understanding the ‘why’ behind user actions. We bring rigor and clarity to your data, empowering you to build and experiment with complete confidence.
Getting Started with Your Analytics Health Check
- Request Your Audit Consultation: A no-obligation call to discuss your current analytics setup, data concerns, and business objectives.
- Scope Definition & Tailored Proposal: We’ll provide a clear proposal detailing the audit process and deliverables.
- Comprehensive Audit & Actionable Reporting: Our experts conduct the thorough check and deliver your detailed insights report with prioritized recommendations.