Google Analytics Audit Test #

44

Customer Journeys Defined and In-Use

Why It Matters:

Critical to understanding the user behaviors and creating audiences and messaging that is appropriate for specific audiences.

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 customer journeys are clearly defined and actively used in reporting and decision-making.

A customer journey is a mapped sequence of stages or interactions that a user typically goes through—such as awareness → consideration → purchase → retention.

When journeys aren’t defined, analytics becomes reactive and fragmented, often limited to one-step conversions or last-click metrics.

A strong journey definition helps with:

  • Attribution modeling and ROI analysis
  • Funnel optimization and content planning
  • Strategic reporting and stakeholder alignment
  • Segmentation, retargeting, and audience development

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How to Conduct This Test

Basic Tests

  • Ask: Has the organization documented a customer journey or funnel stages specific to their business model?
  • In GA4 > Explore, check for:
    • Funnel exploration reports using key journey stages (e.g., view_item, add_to_cart, begin_checkout, purchase)
    • Custom audiences or segments reflecting stages in the journey (e.g., users who viewed product but didn’t convert)
  • Check if stakeholders are referencing journeys in dashboards or KPIs—or just looking at isolated metrics (sessions, bounce rate, purchases)
  • Review documentation (if available) to see whether journeys are mapped by persona, source, or product lifecycle

Automated, Free Audit

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How To Fix

  • Work with marketing, sales, and product teams to define the key stages of your customer journey
    • Ecommerce example: Awareness → Product View → Add to Cart → Purchase → Repeat Purchase
    • SaaS example: Visit → Sign Up → Onboarding → Activation → Renewal
  • Use GA4 Funnels and Path Explorations to model those stages
  • Create audiences and segments that correspond to users in different journey stages
  • Align conversion events and reporting dashboards to journey progression—not just one-step outcomes
  • Revisit and refine your journey model as your product or marketing strategy evolves
  • Hire a pro to translate your customer journey into actionable GA4 tracking and reporting that drives performance and insight.

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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