Google Analytics Audit Test #

112

Audiences Are Setup for Import to PPC Campaigns

Why It Matters:

Critical to activating key audiences and honing your ad platform targeting.

Industries:

All

Checks For:

Utility

How powerful is your current implementation?

Insight Category:

Behavior

Can you tell what visitors are doing?

Google Analytics Audit logo

Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test checks whether audiences are defined and active in Google Analytics. Audiences are groups of users who meet specific behavioral, demographic, or event-based criteria.

They power remarketing in Google Ads, help segment users in reports and explorations, and allow for targeted analysis of specific user cohorts.

Without audience setup, you’re missing key opportunities for personalization, targeting, and performance insights.

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • In Google Analytics, go to Admin > Audiences.
  • Review:
    • Are there any active audiences?
    • Are key user segments (e.g., cart abandoners, returning visitors, engaged users, converters) defined?
    • Are audiences being shared with Google Ads (if applicable)?
  • In Reports > User > Audiences, verify whether audience data is being collected and available for reporting.
  • In Explore, test if audiences are available as dimensions for filtering or breakdowns.
  • If no audiences are set up—or if they’re too generic—you’re missing major opportunities for retargeting and insight.

Automated, Free Audit

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How To Fix

  • In Admin > Audiences, create relevant audiences based on business goals, such as:
    • Ecommerce: Add-to-cart but no purchase, high-value customers, product viewers
    • Lead Gen: Form starters, return visitors, unengaged users
    • SaaS: Trial users, MQLs, onboarding drop-offs
  • Use combinations of dimensions, events, and timeframes to tailor audience definitions.
  • If using Google Ads, link Google Analytics to Google Ads and enable audience sharing for remarketing.
  • Consider setting up predictive audiences (e.g., likely to purchase) if eligible.
  • Hire a pro to build a smart, strategic audience framework that fuels both analytics and marketing.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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