Google Analytics Audit Test #

55

GA4 Conversions / Key Events Defined

Why It Matters:

Critical to understanding user and site behavior.

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 property has conversion events (also known as key events) properly defined.

These events signal that a user completed a meaningful action, such as:

  • purchase
  • lead form submission
  • account signup
  • subscription start

Without properly defining key events, Google Analytics won’t track conversions and your reporting and analysis will lack business outcome data.

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How to Conduct This Test

Basic Tests

  • In Google Analytics > Admin > Conversions, review the list of events marked as conversions.
    • Are important actions (e.g., purchase, generate_lead, sign_up) listed?
    • Are custom conversion events (e.g., book_demo, submit_contact_form) included where appropriate?
  • Go to Reports > Engagement > Conversions to confirm:
    • Key events are firing and being recorded
    • The data volume looks accurate (not zero or unusually high)
  • If you’re using Google Tag Manager, confirm that these events are correctly configured to fire with necessary parameters.
  • If no events are marked as conversions, or if your list is missing core business actions, Google Analytics is not measuring what matters most.

Automated, Free Audit

Run our Instant Audit to check your conversion setup automatically.

Not sure which events to define? Hire a pro to help you choose the right conversions (key events) without introducing distracting noise.

How To Fix

  • Identify your key business outcomes (e.g., checkout complete, lead form submitted, trial started).
  • Ensure those actions trigger a Google Analytics event—either via Google Tag Manager or code-based tracking.
  • In Google Analytics Admin > Conversions, mark those events as conversions by toggling them on.
  • Confirm they’re configured with appropriate parameters (e.g., value, currency, transaction_id) for ecommerce, and that they only fire once per action.
  • Test in DebugView to validate timing and accuracy.
  • Hire a pro to build a reliable, business-aligned conversion strategy in Google Analytics and make sure you’re measuring what matters.

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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