Google Analytics Audit Test List

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Test Number

Test Name

Insight Category

Function

'add_payment_info' Events Are Tracking

'add_shipping_info' Events Are Tracking

'add_to_cart' Events Are Tracking

'begin_checkout' Events Are Tracking

'login' Events Are Tracking

'purchase' Events Are Tracking

'refund' Events Are Tracking

'remove_from_cart' events are tracking

'search' Events Are Tracking

'select_item' Events Are Tracking

'sign_up' Events Are Tracking

'view_item' Events Are Tracking

'view_item_list' Events Are Tracking

(not set) Hostname

(not set) Item at 'add_payment_info'

(not set) Item at 'add_shipping_info'

(not set) Item at 'purchase'

(not set) Item at `add_to_cart`

(not set) item at list view

(not set) item at view_item/product detail

(not set) items at checkout

'add_payment_info' Events Are Tracking Copy

(not set) Landing Pages

(not set) medium

(not set) source

(not set) Transaction ID at purchase

(not set) user type

Affiliate Attribution for All 'irclickid'

All Campaign Names Are Human Readable

All Campaign Names Set for CPC

Analytics conversion counts match backend (CRM/Ecommerce/Booking)

Analytics conversions attributed to Facebook/Meta/Instagram match Facebook/Meta/Instagram platform conversions

Analytics conversions attributed to LinkedIn match LinkedIn platform conversions

Analytics conversions attributed to Microsoft Ads match Microsoft Ads platform conversions

Analytics conversions attributed to Reddit Ads match Reddit Ads platform conversions

Analytics conversions attributed to Twitter/X Ads Match Twitter/X Ads platform conversions

BigQuery Tables Fresh in Last 24 Hours

Bing/Microsoft Attribution for All 'msclkid'

Campaign Ids Are Set for All CPC

Campaign Names Are Not Shared Across Source/Mediums

Capturing First-Party User ID or Email

Cleaned page paths / allow-list of query parameters

Custom Dimensions Implemented to Match Business Questions

Custom Metrics Implemented to Match Business Questions

Customer Journeys Defined and In-Use

Customized Channel Grouping

Duplicate Events

Duplicate Pageviews

Duplicate Parameters in Page URLs

Duplicate Transaction Ids

Duplicate Transactions: Too Close Together

Event Names and Parameter Names That Are Close to Character Limits

First-Touch Attribution to Email

First-Touch Attribution to SMS

GA4 Client ID Stored with Records Created in CRM / Ecommerce Backend / etc.

GA4 Conversions / Key Events Defined

GA4 Data Retention Set to Maximum

GA4 Tracking Firing on All Pages

Google Ads Linked to Google Analytics

Google Analytics Linked to BigQuery

Google Attribution for All Paid Google Links

Google Search Console Linked to GA4

Google Tag Manager on All Pages

Have Content Groupings

Healthy Ratio of Direct Traffic

Healthy Ratio of Other/Unassigned

Irregularly High Bounce Rate Landing Pages

Irregularly High Cart To Checkout Rates

Irregularly High Checkout To Transaction Rates

Irregularly High Conversion Rate

Irregularly High Detail To Cart Rates

Irregularly High Engagement Rates

Irregularly Low Bounce Rate Landing Pages

Irregularly Low Conversion Rate

Irregularly Low Engagement Rates

LinkedIn Attribution for All Paid LinkedIn Links

Malicious/Bot/Non-Human Traffic

Match Between Clicks in Bing/Microsoft Ads to Analytics Sessions

Match Between Clicks in Facebook/Meta/Instagram to Analytics Sessions

Match Between Clicks in Google Ads to Analytics Sessions

Match Between Clicks in LinkedIn to Analytics Sessions

Match Between Clicks in Reddit to Analytics Sessions

Match Between Clicks in Twitter/X to Analytics Sessions

Match Between Item Revenue and Purchase Revenue

Meta Attribution for All Paid Meta Links

Meta or JS redirects

New, Direct Visits to Subpages

No Payment Processors as Referrals

No Self Referrals

Organic Shopping Attribution for All 'srsltid'

Percent of Traffic Blocking Tracking

Product Id is Associated with Only One Name

Product Name is Associated with Only One Id

Production Data is Free of Developer/Testing Traffic

Query Parameter Stripping Over Redirects

Reddit Attribution for All 'rdt_cid'

Search Traffic Not In Organic Channel

Sensitive Customer Information Stored in Analytics

Sign In Domains as Referral Sources

Snapchat Attribution for All 'ScCid'