The Complete GA4 Audit Checklist
23 checks across 6 categories — including 7 critical items that can break your data. Use this checklist manually, or run it automatically in 60 seconds.
1. Data Stream & Collection
Ensure your GA4 property is collecting data correctly at the foundation level.
Data stream is active and receiving hits
CriticalWhy it matters: If the data stream is inactive, no data is being collected at all.
How to fix: Go to Admin → Data Streams and verify the status shows "Receiving data".
Measurement ID matches your site
CriticalWhy it matters: A wrong Measurement ID means data goes to the wrong property.
How to fix: Cross-check the G-XXXXXXX ID in your tag with the one in Admin → Data Streams.
Enhanced Measurement is fully enabled
ImportantWhy it matters: Without Enhanced Measurement, you lose scroll tracking, outbound clicks, site search, video engagement, and file downloads.
How to fix: Admin → Data Streams → Web → Enhanced Measurement → Enable all toggles.
Site search tracking is configured
RecommendedWhy it matters: If your site has a search bar, tracking queries reveals what users want.
How to fix: Enable in Enhanced Measurement settings. Verify the query parameter (usually "q" or "s").
2. Conversions & Key Events
Validate that your most important user actions are properly tracked and marked as conversions.
At least one conversion event exists
CriticalWhy it matters: Without conversions, GA4 can't measure ROI or optimize campaigns.
How to fix: Go to Admin → Events → Mark your key events (purchase, sign_up, lead) as conversions.
Purchase event is implemented (if e-commerce)
CriticalWhy it matters: The purchase event is required for revenue tracking and ROAS calculations.
How to fix: Implement the purchase event with required parameters: transaction_id, value, currency, items[].
Conversion events fire without duplicates
ImportantWhy it matters: Duplicate conversion events inflate your metrics and break attribution.
How to fix: Use DebugView or Real-time reports. Set "counting method" to "Once per session" for form submissions.
Event naming follows GA4 conventions
ImportantWhy it matters: Custom events should use snake_case. Reserved names cause data issues.
How to fix: Rename events to follow GA4 naming rules: lowercase, underscores, no spaces.
3. Privacy & Data Retention
Critical for compliance and ensuring you don't lose historical data.
Data retention set to 14 months
CriticalWhy it matters: The default is 2 months. After that, your exploration reports lose historical data.
How to fix: Admin → Data Settings → Data Retention → Set to 14 months. Check "Reset on new activity".
Google Signals enabled (if applicable)
ImportantWhy it matters: Google Signals enables cross-device reporting and remarketing audiences.
How to fix: Admin → Data Settings → Data Collection → Enable Google Signals.
Consent Mode v2 is implemented
ImportantWhy it matters: Required for EU compliance. Without it, you may lose data from users who decline cookies.
How to fix: Implement a CMP that sends consent signals to GA4 via gtag consent API.
No PII in custom dimensions or URLs
CriticalWhy it matters: Personally identifiable information violates Google's ToS and privacy regulations.
How to fix: Audit your event parameters and page paths for emails, names, phone numbers.
4. Attribution & Linking
Connect GA4 to your advertising platforms for proper campaign attribution.
Google Ads account is linked
CriticalWhy it matters: Without linking, you can't see GA4 conversions in Google Ads or use GA4 audiences for targeting.
How to fix: Admin → Product Links → Google Ads → Link your account.
Search Console is linked
ImportantWhy it matters: Links organic search query data to your GA4 reports.
How to fix: Admin → Product Links → Search Console → Link your verified property.
Attribution model is set correctly
RecommendedWhy it matters: The attribution model determines how credit is assigned to marketing channels.
How to fix: Admin → Attribution Settings → Choose the model that matches your business (data-driven recommended).
Cross-domain tracking configured
ImportantWhy it matters: If you have multiple domains, without cross-domain tracking each domain creates separate sessions.
How to fix: Admin → Data Streams → Configure domains → Add all your domains.
5. Data Quality & Filters
Ensure your data is clean and reliable by filtering internal traffic and spam.
Internal traffic filter is active
ImportantWhy it matters: Your own team's visits inflate metrics and skew behavior data.
How to fix: Admin → Data Streams → Configure tag → Define internal traffic → Create a data filter to exclude it.
Referral exclusions configured
ImportantWhy it matters: Without exclusions, payment gateways (Stripe, PayPal) show as traffic sources.
How to fix: Admin → Data Streams → Configure tag → List unwanted referrals.
No duplicate events or parameters
ImportantWhy it matters: Duplicate tracking inflates your data and wastes quota.
How to fix: Use DebugView to verify events fire only once per action.
Session timeout is appropriate
RecommendedWhy it matters: The default 30 minutes may not suit all businesses (e.g., media sites vs. SaaS).
How to fix: Admin → Data Streams → Configure tag → Adjust session timeout.
6. Audiences & Segments
Build remarketing audiences and user segments for targeted marketing.
At least one custom audience exists
RecommendedWhy it matters: Custom audiences are essential for remarketing and Google Ads targeting.
How to fix: Go to Admin → Audiences → Create audience based on behavior, demographics, or events.
User-scoped custom dimensions configured
RecommendedWhy it matters: User-scoped dimensions (like user type, subscription tier) enable powerful segmentation.
How to fix: Admin → Custom definitions → Create user-scoped dimensions for your key user attributes.
Predictive audiences enabled
RecommendedWhy it matters: GA4 can predict likely purchasers and churners for proactive marketing.
How to fix: Requires sufficient data. Admin → Audiences → Create audience with predictive conditions.
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