Skip to main content
EmergentEMERGENT
Emergent SolutionsKnowledge Base

Analytics Audit

Our comprehensive analytics audit service to identify gaps and opportunities in your data collection.

What's Included

Technical Audit

We examine your entire analytics stack:

  • GTM Container Review - Tag health, organization, and performance
  • GA4 Configuration - Settings, data streams, and custom dimensions
  • Data Layer Assessment - Structure, completeness, and accuracy
  • Third-Party Tags - Marketing pixels, heatmaps, and other tools
  • Cross-Domain Tracking - Session continuity across properties

Data Quality Analysis

We verify your data integrity:

| Check | What We Look For | |-------|------------------| | Duplicate tracking | Multiple GA4 tags or libraries | | Missing events | Expected events not firing | | Incorrect values | Wrong prices, IDs, or categorizations | | PII exposure | Personal data in URLs or events | | Consent compliance | GDPR/CCPA implementation |

Measurement Strategy Review

We assess alignment with business goals:

  • KPI mapping to tracked events
  • Conversion attribution setup
  • User journey tracking completeness
  • Reporting capabilities

Deliverables

Audit Report

Comprehensive findings document including:

  1. Executive Summary - High-level findings and priority recommendations
  2. Technical Findings - Detailed issue documentation with screenshots
  3. Risk Assessment - Impact and urgency ratings for each issue
  4. Remediation Guide - Step-by-step fix instructions

Recommendations Matrix

| Issue | Severity | Effort | Impact | Priority | |-------|----------|--------|--------|----------| | Duplicate GA4 | High | Low | High | P1 | | Missing conversions | High | Medium | High | P1 | | No consent mode | Medium | Medium | Medium | P2 | | Naming inconsistency | Low | Low | Low | P3 |

Roadmap

Prioritized implementation plan with:

  • Quick wins (immediate fixes)
  • Short-term improvements (1-4 weeks)
  • Long-term enhancements (1-3 months)

Process

Week 1: Discovery

  • Kickoff call and objectives alignment
  • Access setup (GTM, GA4, website)
  • Initial technical exploration

Week 2: Deep Dive

  • GTM container analysis
  • GA4 configuration review
  • Data layer evaluation
  • Cross-platform testing

Week 3: Documentation

  • Findings compilation
  • Priority assessment
  • Report drafting

Week 4: Delivery

  • Report presentation
  • Q&A session
  • Roadmap discussion

Common Findings

Issues we frequently discover:

High Priority

  • Duplicate tags inflating pageviews
  • Missing e-commerce tracking
  • Broken conversion tracking
  • PII in URLs or data layer

Medium Priority

  • Inconsistent event naming
  • Missing cross-domain setup
  • No consent mode implementation
  • Underutilized features

Low Priority

  • Container organization issues
  • Documentation gaps
  • Legacy tags still firing

Getting Started

Ready to audit your analytics setup?

  1. Contact us for a discovery call
  2. We'll scope the audit based on your stack
  3. Share access to GTM and GA4
  4. Receive your comprehensive audit report

Next: GTM Implementation