Analytics and audits
Analytics audit
and measurement
Before you start optimising campaigns or your website, check that the numbers you rely on are real. We verify conversions, measurement consent and traffic source attribution.
Where data errors come from
The usual causes are simple. Tracking code pasted twice, in the theme and through a plugin, inflates the numbers in reports. Your own team's traffic is not excluded, so the company inflates its own visit count. A conversion is counted on every visit to the thank-you page, including after a refresh.
Reports can then look good even though sales are flat. It also works the other way: a campaign looks weak even though it works, because some orders are not attributed to a traffic source.
What we check
- Correct code implementation and no duplicates
- Events and conversions: what is counted and whether it carries a value
- Exclusions: internal traffic, bots, test environments
- Links with Google Ads and Search Console
- Measurement consent and Consent Mode
- Conversion paths and traffic source attribution
- Tag Manager configuration: unused tags, duplicated triggers
The consent banner and the number of sessions
When a user does not consent to analytics, some data about their visit is not collected.
In the audit we check whether the banner is correctly connected to tracking and whether data is collected before consent is given. We also show you how to read reports after this change.
A lower number of sessions after a consent banner goes live does not have to mean a drop in traffic. It often means that part of the traffic is no longer measured. Year-on-year comparisons then need care.
What you get at the end
A document with a list of errors and the target configuration: which events to measure, what counts as a conversion, how to read reports and what not to compare with data from before the changes. We can also implement the fixes.
You then base your decisions on this data: campaign budgets, changes to the website and dropping channels that do not bring in sales.
What is worth measuring
When an account has dozens of events, it is hard to tell which of them matter for sales. The target configuration has a few, and treats the rest as background.
For a service business these events are usually a phone call, a submitted form and a click on the email address. For a shop: add to basket, begin checkout and purchase with the order value. In GA4 they are called key events.
- A few events linked to sales
- Transaction value passed along with the conversion
- Micro-conversions kept separate from sales
- Consistent naming, so reports still make sense a year later
Call tracking
In a service business some enquiries come in by phone. If calls are not measured, a campaign can look unprofitable, because the report shows only forms.
Basic tracking is a click on the phone number on the mobile site, counted as an event. More accurate tracking requires dynamic numbers.
What the cost of the audit depends on
The cost of the audit depends on the number of tools and accounts to check. We price the implementation of a new configuration (Tag Manager, e-commerce events, Consent Mode) separately, because it depends on what already exists: if part of the tracking works correctly, we only add the missing elements.
Source attribution: why the numbers do not match
The number of conversions in Google Ads, the number in Analytics and the number of orders in the shop system usually differ. This does not mean that any of them is false: each tool measures something different.
The tools differ in when a conversion is attributed, in the attribution model and in the conversion window. In the audit we explain these differences using your data, so they stop causing disputes.
We check multi-channel paths separately. A channel seen as unprofitable can look different when you count assisting visits instead of only the last click before the purchase.
Reports tailored to your business
The default reports in Analytics are general, because they have to suit every company. In the audit we propose a few views tailored to what drives sales in your business.
For a service business this might be the number of enquiries broken down by source and the most common paths before contact. For a shop: the purchase funnel, order value by channel and the products most often abandoned in the basket.
- A few views instead of a dozen or so default reports
- A summary sent automatically to your inbox
- Alerts when traffic or conversions drop suddenly
- A clear split: who views, who changes the configuration
Who should read it
Measurement makes sense when someone looks at the numbers regularly and makes decisions based on them. During the audit we agree who that will be and how often they should receive the data.
A smaller company may need only one short summary with a few numbers that matter for sales.
Working together
How we work together, step by step
Access to the tools
Analytics, Tag Manager, Search Console and ad accounts. Read-only access is enough.
Tracking verification
We test events live by placing orders and sending forms.
Report and configuration
A list of errors, the target configuration and, if you want, implementation of the fixes.
Questions
Frequently asked questions
Having an account does not tell you whether tracking works correctly. What matters is which events are counted and whether they carry the transaction value.
Yes. For shops we also check e-commerce tracking: basket, checkout, order value and source attribution.
We can do both. The report alone is enough if you have someone to implement it.
We check the technical layer: whether the consent banner actually controls tracking, whether data is collected before consent is given and whether user identifiers end up where they should not. We do not provide a legal assessment of documents.
For a company website usually 1–2 working days. For a shop with full e-commerce tracking and Consent Mode 3–5 working days, because we test e-commerce events on real orders.
Related services
What else may be useful
Your city
Analytics audit in your city
For each of these cities we have a separate page describing the local market and how we work with companies there.
Let's check whether your numbers are real
Give us read access to Analytics. We will send back an initial assessment within a few days.