01.
Introduction
Google Analytics and Google Tag Manager auditing is the process of reviewing that the platforms have been configured correctly. This audit looks to ensure data is accurate, reliable and aligned with your business goals. Google Analytics could be “working,” errors such as duplicate tags, missing events, or misconfigured conversions can lead to the wrong insights being believed. That’s where auditing steps in to clean things up and bring clarity.
The process usually begins by checking Google Analytics and Google Tag Manager settings. This records all available options in platform to understand if they have been configured. This is an overview which is then presented back to the client to understand specifics around the chosen options in platform. This includes property configurations, filters and event tracking.
From there, attention shifts to reviewing all events that are deployed. Working through the UAT environment (or debug mode) to complete the QA process. This process validates the data that is being passed through and highlights where the are errors and inconsistencies in the data and firing logic.
Completing this audit gives you confidence in your data. It bridges the gap between raw tracking setups and actionable insights, ensuring every decision is based on accurate information. This also elevates the platforms into higher levels of trust, meaning the data can be used more effectively across your marketing strategy.
These audits are designed to give you confidence in the data you are collecting, usually GA & GTM are setup then forgetton about. Keeping these updated is as important as updating your website.
02.
GA & Tag Manager Deliverables
GA & GTM Auditing
Our Google Analytics and Google Tag Manager Auditing service is designed to uncover gaps, errors and missed opportunities in your current setup. Analysing both platforms gives a better understanding of your ‘reporting world’. Having a structured, methodical approach, we ensure your data is both reliable, maximised and actionable.
The deliverables include a comprehensive audit document that details the state of your implementation across GA and GTM. This prioritises issues such as misfiring tags, duplicate tracking, or missing configurations. Alongside this, we provide a clear presentation that highlights the benefits of correcting these issues. This combination ensures you understand exactly what’s working, what’s not and what steps to take next.
Completing the audits eliminates confusion and guesswork from your data. With a roadmap of actionable fixes, your teams can focus on strategy rather than troubleshooting.
03.
Common Google Analytics & Google Tag Manager Auditing Questions
To complete the audit to its fullest, we would need to have read access for Google Analytics and edit access for Google Tag Manager. To undertake a test on all deployed tags, we will need to be able to put the container into preview mode. Depending on the levels of access we can get may limit what we can audit and action.
As part of the scope of the audit, once this has been completed, we can provide a quote to make the relevant changes and go through the QA process to ensure that everything has been updated as per best practice.
If you have a team that looks after the platforms we can work with the relevant teams to help them prioritise the changes and then retest.
Usually these audits will take 2 – 3 weeks, this is all dependent on the access that we have. This will include going through the presentation back to the relevant stakeholders, one of the hardest parts is aligning diaries with all parties. Throughout the audit process, we will check in to update you on the progress of the work and what is outstanding.
These platforms often get given to different teams to ‘own’, however this usually means making sure it doesn’t break or stop working. Within our experience we have seen that there is still a hangover from the migration of Google’s Universal Analytics. Due to the deadline that was put in place by Google to migrate to Google Analytics 4 (now just called Google Analytics), the configurations were left out of the box.
Our audits can give you peace of mind that the platforms have been configured correctly, therefore giving you confidence in the data that is being reported back to the business.
04.
Our Client Experience
Discover the diverse range of clients who trust us to drive their success, from ambitious startups to established enterprises, across a variety of industries and sectors.
05.
Let’s talk about your business
Ready to find your One Percents and start making a change to your business? Whether you’re looking for expert advice, a custom strategy, or just want to explore how we can help, we’d love to hear from you.