Million Stories
Customer stories

What customers
actually found

Quotes and case studies from real audits. Names and details are anonymised at customer request.

8ms caught a Consent Mode V2 misconfiguration that was sending full hit data for 28% of EU sessions without valid consent. Fixed in a day. Would not have found that manually.
SA
Senior analytics engineer
Consumer technology company
We had duplicate purchase events inflating reported revenue by £19,000/month. The audit identified the exact GTM trigger causing the double-fire. Took 20 minutes to fix after years of wrong numbers.
HO
Head of ecommerce analytics
Multi-brand retailer
The PDF reports are structured, specific, and credible enough to present to a CFO. Each finding shows what was checked, what was found, and what it costs the business. That's rare.
AD
Analytics director
Global agency network
8ms caught a Consent Mode V2 misconfiguration that was sending full hit data for 28% of EU sessions without valid consent. Fixed in a day. Would not have found that manually.
SA
Senior analytics engineer
Consumer technology company
We had duplicate purchase events inflating reported revenue by £19,000/month. The audit identified the exact GTM trigger causing the double-fire. Took 20 minutes to fix after years of wrong numbers.
HO
Head of ecommerce analytics
Multi-brand retailer
The PDF reports are structured, specific, and credible enough to present to a CFO. Each finding shows what was checked, what was found, and what it costs the business. That's rare.
AD
Analytics director
Global agency network

Case studies

Three audits, three fixes

Problem, method, findings, fix, outcome. Anonymised but the numbers are real.

Case Study 1

B2B SaaS Platform

B2B Software

~350 employees

41

Before

88

After

Audit score / 100

Problem

The marketing team noticed a persistent 18% gap between GA4 session counts and CRM-verified signups. Manual investigation over two weeks identified nothing conclusive. The analytics team suspected tag firing inconsistencies but could not pinpoint the source.

Method

Full five-module audit via 8ms, covering Admin API settings, headless browser tag execution against staging and production, UTM integrity, and data quality anomaly detection.

Findings
  • -GA4 tag suppressed on 18% of pages by a GTM trigger firing only on page_view events, missing route-change navigations in the SPA
  • -Consent Mode default state absent - 31% of EU sessions sending full hit data before consent granted
  • -3 custom dimensions registered in Admin API receiving zero data for 4+ months (silent schema drift)
  • -Self-referral from app.domain.com not in the referral exclusion list, inflating session counts by 8%
Fix

GTM trigger updated to cover history-change events. Consent Mode default set to denied. Stale custom dimensions marked for removal. Referral exclusion list updated.

Outcome

Data quality score moved from 41 to 88. Session-to-signup reconciliation rate improved from 82% to 99.1%. Weekly automated audits replaced quarterly manual reviews.

Case Study 2

DTC E-commerce Brand

Retail / E-commerce

~120 employees

44

Before

93

After

Audit score / 100

Problem

CFO flagged that GA4 reported revenue was consistently 16 to 21% higher than Shopify-confirmed revenue over three consecutive months. The analytics team had investigated once and not resolved it.

Method

E-commerce Integrity module audit using GA4 Data API and BigQuery export. Duplicate transaction fingerprinting across 8 weeks of data. Mobile-specific tag execution check via headless Chromium.

Findings
  • -Server-side and client-side purchase events both firing on order confirmation - 11.4% of transactions recorded twice
  • -Missing currency parameter on 38% of purchase events, causing fallback to property default (USD instead of GBP)
  • -Add-to-cart event not firing on mobile responsive template - 42% of mobile sessions had no cart interaction data
  • -BigQuery export lagging 51 hours behind GA4 interface due to mis-configured export schedule
Fix

Server-side deduplication key added. Currency parameter enforced in GTM variable. Mobile template tag corrected. BigQuery export schedule fixed.

Outcome

Phantom revenue eliminated (£22,400/month discrepancy removed). Revenue accuracy within 0.9% of Shopify. Mobile conversion funnel data restored, revealing a 23% drop-off at size selection previously invisible.

Case Study 3

Digital Analytics Agency

Professional Services

~35 employees

52

Before

87

After

Audit score / 100

Problem

Agency managing 42 client GA4 properties needed a repeatable, scalable audit process ahead of quarterly business reviews. Manual auditing was consuming 58 analyst hours per month and still missing systematic issues.

Method

Bulk audit across all 42 properties using 8ms API. Property Configuration and UTM Integrity modules prioritised. White-label PDF reports generated per client.

Findings
  • -14 of 42 properties had cross-domain tracking misconfigured - sessions splitting mid-funnel across subdomains
  • -26 properties had UTM parameter casing inconsistencies (e.g. 'Facebook' vs 'facebook') fragmenting paid channel reports
  • -9 properties had Consent Mode V2 partially implemented but not functioning - consent signals not propagating to Google tags
  • -17 properties had data retention set to 2 months - historical reporting gaps going unnoticed by clients
Fix

Standardised cross-domain configuration template rolled out. UTM normalisation applied in GA4 channel groupings. Consent Mode corrected across affected properties. Retention updated to 14 months.

Outcome

Audit time reduced from 58 hours/month to under 5 hours. Agency identified £160,000 in aggregate client data quality exposure, used in QBR presentations. 4 clients expanded scope to include ongoing monthly audits.

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