Why some checks are skipped

Data unavailability

Many checks require a minimum amount of data to produce a statistically meaningful result. Checks in the Data Quality and UTM modules typically require at least 7 days and at least 500 sessions in the analysis period. Brand-new properties, properties in maintenance mode, or very low-traffic sites may have multiple checks skipped until enough data accumulates.

When a check is skipped for this reason, the finding row will indicate "Insufficient data" along with the threshold that wasn't met. Running the audit again in a few days after data has accumulated will usually allow these checks to run.

Feature not enabled

Some checks apply only to specific GA4 features. For example, checks for Google Signals demographic data are skipped if Google Signals is not enabled. Checks for BigQuery export schema consistency are skipped if no BigQuery link is configured. In these cases, the skip reason is noted and the relevant recommendation points you to how to enable the feature, should you want to.

No e-commerce data

All 30 checks in the E-commerce Integrity module require purchase events to be present in your GA4 data. If your property has never received a purchase event within the audit window, the entire module is skipped. This is intentional — running e-commerce checks on a non-transactional property would produce meaningless results.

Similarly, individual e-commerce checks for specific funnel steps (like add_payment_info) are skipped if those events are not present, even if purchase events are.

Plan limitations

Some modules require a paid plan. Checks in the UTM & Campaign Integrity, Data Quality, and E-commerce modules are skipped on the Free plan, and those module cards on the results page display an upgrade prompt.

Crawl failures

Individual Tag & Consent checks may be skipped if the headless browser encounter bot protection, a CAPTCHA, a redirect loop, or a timeout while loading the page. These are skip conditions rather than fail conditions because it's not possible to determine the actual check outcome. The finding will include the HTTP status or error type that caused the skip.

Skipped checks and your score

Skipped checks are excluded from both the numerator and denominator of your score calculation. This means they do not lower your score. Your score reflects the quality of your implementation across the checks that could actually be evaluated.