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23 checks across 6 categories — including 7 critical items that can break your data. Use this list manually, or let your 24/7 web analyst run it.
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Ensure your GA4 property is collecting data correctly at the foundation level.
Why it matters: If the data stream is inactive, no data is being collected at all.
Why it matters: A wrong Measurement ID means data goes to the wrong property.
Why it matters: Without Enhanced Measurement, you lose scroll tracking, outbound clicks, site search, video engagement, and file downloads.
Why it matters: If your site has a search bar, tracking queries reveals what users want.
Validate that your most important user actions are properly tracked and marked as conversions.
Why it matters: Without conversions, GA4 can't measure ROI or optimize campaigns.
Why it matters: The purchase event is required for revenue tracking and ROAS calculations.
Why it matters: Duplicate conversion events inflate your metrics and break attribution.
Why it matters: Custom events should use snake_case. Reserved names cause data issues.
Critical for compliance and ensuring you don't lose historical data.
Why it matters: The default is 2 months. After that, your exploration reports lose historical data.
Why it matters: Google Signals enables cross-device reporting and remarketing audiences.
Why it matters: Required for EU compliance. Without it, you may lose data from users who decline cookies.
Why it matters: Personally identifiable information violates Google's ToS and privacy regulations.
Connect GA4 to your advertising platforms for proper campaign attribution.
Why it matters: Without linking, you can't see GA4 conversions in Google Ads or use GA4 audiences for targeting.
Why it matters: Links organic search query data to your GA4 reports.
Why it matters: The attribution model determines how credit is assigned to marketing channels.
Why it matters: If you have multiple domains, without cross-domain tracking each domain creates separate sessions.
Ensure your data is clean and reliable by filtering internal traffic and spam.
Why it matters: Your own team's visits inflate metrics and skew behavior data.
Why it matters: Without exclusions, payment gateways (Stripe, PayPal) show as traffic sources.
Why it matters: Duplicate tracking inflates your data and wastes quota.
Why it matters: The default 30 minutes may not suit all businesses (e.g., media sites vs. SaaS).
Build remarketing audiences and user segments for targeted marketing.
Why it matters: Custom audiences are essential for remarketing and Google Ads targeting.
Why it matters: User-scoped dimensions (like user type, subscription tier) enable powerful segmentation.
Why it matters: GA4 can predict likely purchasers and churners for proactive marketing.
Step-by-step fixes for common GA4 & GTM issues.
Plain-English definitions for analytics jargon.
Validate regular expressions for GA4 and GTM.
Generate and validate GA4 campaign tracking links.
Paste a URL. Get a full GA4 tracking plan with code.
GA4 ecommerce spec for Shopify, Woo, Next.js & more.
GDPR + CCPA cookie banner scaffold in one click.
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