The complete Google Analytics (GA4) audit checklist.
This Google Analytics audit checklist covers 23 checks across 6 categories — including 7 critical items that can break your data. Use it manually, or let your 24/7 web analyst run it.
This is the 23-item manual checklist for a by-hand walkthrough — or download the free CSV template below for all 61 checks. Prefer automation? Our automated GA4 audit tool runs all 61 GA4 checks — plus GTM and cross-product checks — in about 60 seconds.
Download the full 61-point checklist — CSV, opens in Excel or Google Sheets.
Your 24/7 web analyst runs all 61 GA4 checks automatically — and re-runs them every night.
Your audit progress
0 of 23 checks completed
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.
Measurement ID matches your site
CriticalWhy it matters: A wrong Measurement ID means data goes to the wrong property.
Enhanced Measurement is fully enabled
ImportantWhy it matters: Without Enhanced Measurement, you lose scroll tracking, outbound clicks, site search, video engagement, and file downloads.
Site search tracking is configured
RecommendedWhy it matters: If your site has a search bar, tracking queries reveals what users want.
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.
Purchase event is implemented (if e-commerce)
CriticalWhy it matters: The purchase event is required for revenue tracking and ROAS calculations.
Conversion events fire without duplicates
ImportantWhy it matters: Duplicate conversion events inflate your metrics and break attribution.
Event naming follows GA4 conventions
ImportantWhy it matters: Custom events should use snake_case. Reserved names cause data issues.
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.
Google Signals enabled (if applicable)
ImportantWhy it matters: Google Signals enables cross-device reporting and remarketing audiences.
Consent Mode v2 is implemented
ImportantWhy it matters: Required for EU compliance. Without it, you may lose data from users who decline cookies.
No PII in custom dimensions or URLs
CriticalWhy it matters: Personally identifiable information violates Google's ToS and privacy regulations.
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.
Search Console is linked
ImportantWhy it matters: Links organic search query data to your GA4 reports.
Attribution model is set correctly
RecommendedWhy it matters: The attribution model determines how credit is assigned to marketing channels.
Cross-domain tracking configured
ImportantWhy it matters: If you have multiple domains, without cross-domain tracking each domain creates separate sessions.
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.
Referral exclusions configured
ImportantWhy it matters: Without exclusions, payment gateways (Stripe, PayPal) show as traffic sources.
No duplicate events or parameters
ImportantWhy it matters: Duplicate tracking inflates your data and wastes quota.
Session timeout is appropriate
RecommendedWhy it matters: The default 30 minutes may not suit all businesses (e.g., media sites vs. SaaS).
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.
User-scoped custom dimensions configured
RecommendedWhy it matters: User-scoped dimensions (like user type, subscription tier) enable powerful segmentation.
Predictive audiences enabled
RecommendedWhy it matters: GA4 can predict likely purchasers and churners for proactive marketing.
All 61 checks, by chapter.
The 23-item checklist above is a hand-picked starting point. This is the full roster our automated Google Analytics audit runs on every property — the same 61 checks in the CSV template, grouped the same way the audit report groups them.
1. Foundation
6 checks- Data Streams Exist
- Multiple Streams
- Enhanced Measurement
- Timezone
- Currency
- Data Retention
2. Data Accuracy
10 checks- Internal Traffic Filter
- Session Duration Anomaly
- Engagement Rate Anomaly
- Double Tracking Anomaly
- Bot Traffic
- PII in URLs
- Hostnames
- Self-Referrals
- Payment Gateway Referrals
- Traffic Outage Z-Score
3. Measurement
19 checks- Key Conversions
- Conversion Limit
- Default Conversions Only
- Duplicate Key Events
- Orphaned Key Events
- Missing Core Events
- Ecommerce Events
- Recommended Events
- Distinct Event Bloat
- Taxonomy Casing Fracture
- Event Name Conventions
- Semantic Taxonomy Duplicates
- Dimension Quota Proximity
- Naming Convention Compliance
- Illegal Reserved Prefixes
- High-Cardinality Anti-Patterns
- Event Parameter Cardinality
- Duplicate Parameters
- Custom Metrics
4. Privacy & Security
6 checks- Consent Mode
- Rogue Email Domains
- Administrator Bloat
- Measurement Protocol Exposure
- Google Signals
- Data Thresholding
5. Optimization
20 checks- Attribution Model
- Reporting Identity
- Google Ads Link
- Ads Conversion Import
- Ads Auto-Tagging
- Search Console Link
- BigQuery Link
- Audiences
- Channel Groups
- Not-Set Values
- Unassigned Traffic
- Other Row Presence
- Not-Set Landing Pages
- Referral Exclusions
- Query Parameter Bloat
- 404 Error Pages
- Events Per Session
- Connected Site Tags
- Cross-Domain Tracking
- Ecommerce Zero-Revenue
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Checklist & audit FAQ.
Is there a free GA4 audit template?+
Yes — the CSV above is a free Google Analytics audit template. It lists all 61 checks from our automated audit engine, grouped by chapter (Foundation, Data Accuracy, Measurement, Privacy & Security, Optimization), with blank status and notes columns for you to fill in. It opens directly in Excel or Google Sheets — no signup required.
What does a Google Analytics audit include?+
A thorough Google Analytics audit covers property settings (data retention, timezone, currency, attribution model), data collection (data streams, Enhanced Measurement), tagging and taxonomy (event naming, key events, custom dimensions), privacy and security (Consent Mode, admin access, PII exposure), and integrations (Google Ads, Search Console, BigQuery links). NiceLookingData's automated GA4 audit checks all 61 of these in about 60 seconds.
How do I do a GA4 audit myself?+
Work through the checklist on this page, verifying each item in GA4's DebugView and Admin settings as you go — budget about 30 minutes for a full pass. Or skip the manual work: our automated GA4 audit tool runs the full 61-check roster and flags exactly what's broken with plain-English fixes.