Google Analytics Audit Test #

73

Irregularly Low Conversion Rate

Why It Matters:

Critical to understanding website behavior.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Behavior

Can you tell what visitors are doing?

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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 identifies unusually low conversion rates across your Google Analytics property.

While low conversion rates can reflect performance issues, they’re often a symptom of tracking problems—such as missing tags, events not marked as conversions, or fire conditions that don’t align with real user actions.

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How to Conduct This Test

Basic Tests

  • In Google Analytics > Reports > Engagement > Conversions, review your primary conversion events.
  • Look at Conversion Rate across:
    • All users (Reports > User or Session metrics)
    • Landing pages
    • Traffic sources (Reports > Acquisition)
  • Use Explore to analyze conversion rate by:
    • Device category
    • Region
    • Session default channel group
  • Check if events you expect to be counted as conversions are actually firing and properly marked under Admin > Conversions.
  • If conversions are far lower than expected based on other systems (e.g., CRM, ad platforms, Shopify, etc.), your Google Analytics setup may be broken or incomplete.

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How To Fix

  • Verify that conversion-critical events (e.g., purchase, generate_lead, form_submit) are being sent and received by GA4.
  • In Admin > Conversions, confirm these events are toggled ON.
  • In Google Tag Manager, QA your conversion tags and ensure they only fire under the right conditions (e.g., on confirmation pages or after real actions).
  • Check for blocking issues like:
    • Cookie consent preventing event firing
    • Single Page Apps failing to reload the Google Tag Manager container
  • Hire a pro to track down technical gaps and configure Google Analytics to reflect true performance.

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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