Google Analytics Audit Test #

114

Cookie Compliance Implemented Per Regional Requirements

Why It Matters:

Critical to ensuring that you aren't breaking any privacy laws/regulations.

Industries:

All

Checks For:

Utility

How powerful is your current implementation?

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 checks whether your Google Analytics implementation is compliant with cookie consent regulations, such as GDPR, ePrivacy Directive, CPRA, and others.

These laws require user consent before setting cookies or initiating tracking scripts in many regions, particularly the EU and California.

Non-compliance can result in legal risk, fines, and loss of user trust.

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How to Conduct This Test

Basic Tests

  • Visit your website from a location with stricter privacy laws (e.g., EU or California) using a browser with Developer Tools > Application > Cookies open.
    • Typically, use a VPN for this
  • Confirm that no Google Analytics or marketing cookies are set until the user has actively accepted tracking or marketing cookies.
  • Check if:
    • Your cookie banner appears at first visit.
    • Consent choices control whether Google Analytics tags fire.
    • Google Analytics data still shows sessions from restricted regions—if so, it may be tracking before consent.
  • You can also use tools like Cookiebot, OneTrust Scanner, or Tag Assistant to confirm proper consent behavior.

Automated, Free Audit

Run our Instant Audit to scan your compliance settings quickly.

Need help validating this across regions and devices? Hire a pro.

How To Fix

  • Implement a consent management platform (CMP) that integrates with Google Tag Manager or your tag setup.
  • Use Consent Mode (Advanced) in Google Tag Manager:
  • Only allow Google Analytics tags to fire after analytics_storage is set to 'granted'.
  • Use default denied state for analytics and ad storage.
  • Ensure Google Analytics configuration tags respect consent and do not set cookies until permission is granted.
  • Customize your consent banner text and controls to meet regional compliance laws.
  • Hire a pro to configure your cookie compliance framework, integrate it with Google Analytics, and ensure legal alignment across global traffic.

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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