Google Analytics Audit Test #

116

Direct Traffic Segments with Irregularly High Conversion Rates

Why It Matters:

Critical to understanding where your traffic is coming from and assigning appropriate credit.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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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 detects segments of direct traffic that convert unusually well. High conversion rates on “direct” often means attribution is broken, and real sources are being lost.

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How to Conduct This Test

Basic Tests

  • In Explore, use dimensions: Session default channel group, Landing page.
    • Filter for “Direct” traffic and sort by conversion rate.
  • Investigate landing pages with high conversion from “Direct.”

Automated, Free Audit

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How To Fix

  • Ensure UTMs are used for all outbound campaign links.
  • Review email, SMS, and referral links to make sure they're tracked.
  • Improve click redirect handling (i.e., on social or app links).
  • Hire a pro to recover the true source of conversions.

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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