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The 58-check audit a senior consultant would run on day one — Foundation, Data Accuracy, Measurement, Privacy & Security, Optimization. Delivered in 60 seconds instead of two weeks.
A proper GA4 audit is the part of every analytics engagement nobody does often enough. The reason is simple: it's unglamorous, time-intensive, and the ROI is invisible until something breaks. A senior consultant charges 10–20 hours against it. An in-house analyst puts it off for the quarter you need to run it in. Meanwhile the configuration rots — a tag update here, a CMS migration there, a new marketing hire adding conversion goals without a naming convention. Six months in, your GA4 property is carrying silent data quality debt that's compounding into every report. The audit surfaces all of it in 60 seconds.
GA4-FND-01Data streams exist and are activeGA4-ACC-03Internal traffic filter configuredGA4-MSR-01Enhanced measurement enabledGA4-PRV-01PII in URL parameters scanGA4-OPT-04Attribution modelStaff traffic from the office network and developer machines is polluting the same property as real visitor data. Expect 3–8% upward drift on sessions and downward drift on conversion rate. Bounce rate and session duration metrics are skewed on any page the team visits regularly.
In GA4 admin → Data Streams → [stream] → Configure tag settings → Define internal traffic, add your office IP range(s) and any known developer subnets. Then enable the "Filter internal traffic" option in Data Settings. Takes 5 minutes.
GA4 audit is one of 6 high-stakes chores the audit covers end-to-end. Your first audit is free, takes 60 seconds, and catches what your setup has been quietly getting wrong.