About us
We built the audit tool
we always needed.
GA4 Audits came from a frustration familiar to anyone who has spent time doing serious analytics work: by the time you find a tracking problem, weeks of data are already wrong. The checkout events were never firing. The consent banner was silently blocking GA4 for all EU traffic. The UTM parameters were being stripped at the payment redirect. None of it visible in normal GA4 reports.
We built an automated audit engine to catch these issues before they become data quality disasters and surface them quickly instead of the 3 to 6 hours a manual audit takes.
Why GA4 tracking breaks constantly
GA4 is more flexible than Universal Analytics, and more fragile. Small changes break things in ways that aren't immediately visible.
Tracking breaks silently
A deploy, a consent banner update, a checkout redesign: any of these can silently break your GA4 tracking. You don't find out for weeks, if at all.
Manual audits don't scale
A thorough manual GA4 audit takes 3 to 6 hours per property. For an agency with 30 clients, that's a full-time job just keeping tracking from drifting.
GA4's own UI hides the problems
Duplicate events, broken consent mode, UTM stripping, self-referrals from payment providers: none of these are visible in standard GA4 reports. You have to know to look.
How we got here
The problem became obvious
After finding the same categories of GA4 issues across dozens of properties (broken consent mode, duplicate purchases, UTM stripping in redirects), it became clear that manual auditing couldn't keep pace with how fast tracking breaks.
First automated checks
A prototype with ~40 checks built around the GA4 Admin and Data APIs. Each check designed to answer one specific, falsifiable question about the property.
Live site crawling added
API-level checks can't verify that your tag actually fires. Adding a headless browser crawl meant we could validate real tag behaviour, consent mode timing, and CMP signal order on the actual live site.
Broader audit coverage
The audit suite expanded to cover property configuration, tag and consent validation, UTM and campaign integrity, data quality, ecommerce integrity, and optional parity workflows.
Public launch
GA4 Audits is now available to analytics consultants, agencies, in-house teams, and SaaS product teams: anyone who needs to know their GA4 property is actually tracking correctly.
How we think about the product
Evidence, not checklists
Every failing check includes the actual data point that triggered it: a transaction ID, a date, a percentage, a URL. Not 'you might have this issue', but 'here is the issue, here is the data.'
Actionable by default
A score without a fix is just a number. Every finding includes a specific remediation step: which GA4 screen to navigate to, which setting to change, which GTM trigger to update.
Read-only, always
We use OAuth read-only scopes. Not as a policy choice, as a technical constraint. The credentials we request make it physically impossible to modify your GA4 configuration.
Fast enough to run regularly
Fast enough to run before a release, after a deploy, or at the start of a sprint. Not as a quarterly exercise, but as part of how you ship.