The ability to analyze and interpret your website's data through Google Analytics 4 (GA4) in the event of Universal Analytics’ sunset can be the difference between losing money without realizing or making every dollar you can. As GA4 marks a significant departure from its predecessors, understanding its nuances is key to unlock precise data that guide your marketing decisions. 

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An optimized GA4 setup ensures the quality of your data, allowing you to craft strategies that truly resonate with your audience. This blog provides a comprehensive walkthrough of conducting an effective GA4 audit, ensuring your data collection and interpretation are both accurate and relevant, empowering your business to thrive online.

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Let’s begin:

What Is A Google Analytics 4 Audit?

A GA4 audit is like a health check for your digital strategy. It's a systematic review of your GA4 setup to ensure it's optimized to yield the best data for your marketing strategy. It's about asking, "Is my GA4 setup aligned with my business goals?"

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Think of it as a pit stop in your digital journey. It's where you fine-tune your engine (GA4 setup), check your map (measurement strategy), and ensure your compass (GA4) is pointing in the right direction.

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Remember, "The goal is not to collect data, but to gain insight." And that's precisely what a GA4 audit offers - insight to navigate your digital journey.

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What Do You Need To Know About Conducting A Google Analytics 4 Aduit?

So, you might be wondering, "Why should I care about a GA4 audit?" Well, let me paint a picture for you. Imagine you're a pilot, and your business is the airplane. The gauges and instruments in your cockpit? That's your analytics data. It's what guides you through the digital landscape, helping you monitor growth, build effective sales funnels, and design targeted ad campaigns.

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Now, just as an airplane undergoes regular safety checks, your Google Analytics needs regular audits to ensure it's optimized to align with your business goals. And with Google's announcement that Universal Analytics (or GA3) will be retired in July 2023, the need for a GA4 audit has never been more urgent.

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But what does a GA4 audit entail? Let's break it down.

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First, you need to understand your measurement strategy. This is essentially a blueprint of your business goals and how they translate into website tracking and Google Analytics tracking. It's about asking yourself, "What Key Performance Indicators (KPIs) do I need to track to measure how well my website supports my business goals?"

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Next, you dive into the nitty-gritty of your admin and property settings. This is where you ensure your settings align with your measurement strategy. It's like checking the wiring of your airplane - you want to make sure everything is connected correctly.

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Then comes the exciting part - events and conversions. This is where you track the actions that matter most to your business. It's like monitoring the altitude and speed of your airplane - these metrics tell you if you're on the right course.

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Finally, you'll want to explore the customizable reporting interface available in GA4. This is where you can tailor your reports to suit your specific needs. It's like customizing your cockpit to ensure all the crucial information is at your fingertips.

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Now, I know this might sound overwhelming, especially if you're new to GA4. But remember, every expert was once a beginner. And with tools like Tagmate, conducting a GA4 audit can be a breeze.

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As they say, all data in aggregate is barely useful. Segment absolutely everything. And that's exactly what a GA4 audit helps you do - segment and analyze your data to extract meaningful insights.

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Now it's time to conduct a GA4 audit.

Prerequisite: Define Your Measurement Strategy

Before you get started with a GA4 audit, you must have your measurement strategy in place.

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Your measurement goals are like the coordinates you input into your navigation system - they guide your journey, ensuring you're heading in the right direction. They're the tangible metrics that align with your broader business objectives, helping you gauge the effectiveness of your efforts and chart the course for future strategies.

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But here's the catch - your measurement goals can't exist in a vacuum. They need to be in sync with the efforts you've invested in your website's implementation and optimization. They need to account for all your digital marketing activities.

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For instance, if you've been focusing on boosting your organic traffic, one of your measurement goals could be to track the increase in organic visitors to your site. If you've been investing in email marketing, you might want to measure the click-through rate of your emails.

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Step-by-Step Checklist for GA4 Audit

Go to Google Analytics dashboard and check the following configurations:

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Tracking Code Setup: Check if the GA4 tracking code is correctly installed on every page or if it's integrated within Google Tag Manager (GTM). Make sure that the tracking code (either GTM or GA4) is correctly placed on every page, and it appears only once to prevent data duplication.

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Property Settings: Review your property settings, specifically the property name, the industry category chosen, the reporting time zone, and the displayed currency to ensure accurate reporting.

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Data Stream: Assess your data stream setup. It should be correctly configured for web or app usage, with enhanced measurement enabled for deeper insights.

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Data Settings: Ensure you're collecting Google signals data and have acknowledged User Data Collection. Check your data retention period (it should be set to 14 months for most businesses), apply filters to exclude data from internal team IPs and consultant or agency IPs, and optimize your Default Channel Groupings for accurate attribution.

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Audiences: Look into whether you are utilizing remarketing audiences effectively. Ensure you have segments for all users and converters for different time frames (30, 90, 180 days) and audiences who viewed the pricing page in the same durations.

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Custom Definitions: Verify if custom dimensions and custom metrics are set up correctly for personalized data collection.

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Event Tracking: Make sure custom events are currently set up and functioning as intended. Create new events if required, such as for Login Clicks and Button Clicks.

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Conversion Tracking: Check for conversions that might not be working or are set up incorrectly. If applicable, verify if eCommerce tracking is enabled. Specific conversions, like form submissions for demos, contacts, and gated content, as well as link clicks for emails and phones, should be tracked.

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Product Links: Ensure your GA4 is linked with necessary Google products like Google Ads, Ads Manager, BigQuery, Display & Video 360, Merchant Center, Optimize, Google Play, Search Ads 360, and Search Console.

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Reporting: If you're running a lead gen website, remove eCommerce reports. Integrate Google Search Console reports and check if any other custom reports are created.

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Explorations: Verify if any explorations are set up, including path explorations starting from the homepage or key landing pages and ending at conversions. Funnel explorations for the checkout and conversion processes should also be present.

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Now, go to Google Tag Manager and verify the following particulars:

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Tracking Code Setup: Check if you need to set up a GTM account. The GTM tracking code should be installed on every page, located correctly, and placed only once on each page.

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Tags: The Google Analytics 4 tag should be set up in GTM. Check if you've set up tags for marketing automation or tools, ad and social media tags, and Microsoft Clarity tag.

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Event Tracking: Review if any events for GA4 are set up through GTM, including form submissions, scroll tracking, email or phone link clicks, specific outbound link clicks, content downloads, and video tracking.

Wrap Up

Remember, conducting a Google Analytics 4 audit is not just an optional task; it's a vital practice that can spell the difference between digital marketing success and missed opportunities. Regular GA4 audits ensure you're harnessing accurate data, allowing you to make informed strategies, optimize your audience reach, and ultimately, grow your online presence. 

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Found the process a bit too demanding? Try our free GA4 Audit tool now and skip all the labor right away.