GA4 Audits
Sample Audit Report

Sample GA4 audit output

An anonymised report from a mid-sized ecommerce property. Expand failed checks to review the remediation guidance and export the same sample in PDF, PPTX, or Excel.

Download PDFDownload PPTXDownload Excel
Company name, measurement ID, and domain have been anonymised. All check results, scores, and findings are real.
64/ 100
C

Overall Grade

Thornfield Commerce

thornfield-commerce.example · G-TH8X2K4P1M

Audit run 9 April 2026 · core audit modules · completed in under 10 minutes

16

Passed

39% of total

17

Failed

41% of total

8

Warnings

20% of total

Key Metrics at a Glance

~18 to 23%

Revenue at risk

from duplicate purchase events

~32%

Sessions misattributed

direct / (none) or payment referral

79%

Checkout pages untracked

no GA4 tag on /checkout/*

Live

Data freshness

142k events in last 24 h

Module Scores

Property Configuration25/30 passed
83B
Tag & Consent Validation24/46 passed
52D+
UTM & Campaign Integrity21/30 passed
70C+
Data Quality40/61 passed
66C
E-commerce Integrity15/30 passed
49D

Executive Summary

Key Insights

  • GA4 is blind to 79% of the checkout funnel. The most critical revenue-generating pages are untracked.
  • Reported revenue is overstated by 18 to 23% due to duplicate purchase events, directly corrupting ROAS and Smart Bidding signals.
  • 1 in 4 paid sessions lose attribution before hitting GA4, masking the true ROI of paid and email campaigns.
  • Staging traffic and internal IPs contaminate production data. Conversion rates are overstated by an estimated 5%.

Priority Actions

Critical(Fix now)
  • TC-004 · Add GA4 tag to all /checkout/* pages
  • EC-011 · Fix duplicate purchase event, gate with session flag
  • DQ-021 · Add PayPal & Stripe to referral exclusions
High(This sprint)
  • TC-001 · Move consent default call before GA4 config
  • TC-018 · Fix malformed dataLayer on listing pages
  • UTM-008 · Fix redirect chain stripping UTM params
  • DQ-008 · Create internal traffic filter
  • DQ-038 · Add hostname filter to exclude staging
Medium(Next quarter)
  • EC-018 · Add checkout step events for funnel analysis
  • DQ-019 · Implement User ID for authenticated sessions
  • TC-012 · Upgrade CMP to Consent Mode v2
  • PC-018 · Enable BigQuery export

Findings

Top 5 Critical Fixes

  1. 1
    Add GA4 tag to all checkout pagesTC-004Critical

    79% of your funnel is invisible to GA4. Every conversion metric you see is wrong.

    Estimated effort: 1 to 2 hours

  2. 2
    Fix duplicate purchase eventEC-011Critical

    Revenue is overstated 18 to 23%, directly corrupting ROAS and automated bidding.

    Estimated effort: 2 to 4 hours

  3. 3
    Exclude PayPal & Stripe from referralsDQ-021Critical

    8.7% of sessions are attributed to payment processors, not actual marketing channels.

    Estimated effort: 15 minutes

  4. 4
    Reorder consent mode initialisationTC-001High

    Data may be collected before consent is granted, which is a GDPR compliance risk.

    Estimated effort: 1 hour

  5. 5
    Fix redirect chain stripping UTM paramsUTM-008High

    23% of paid and email sessions report as direct, understating campaign ROI.

    Estimated effort: 2 to 4 hours

Ready to audit your own property?

Connect your GA4 property in about 30 seconds and get a report like this without handing over edit access.

Read-only access. We never modify your GA4 data.