Google Analytics Audit Test #

57

GA4 Tracking Firing on All Pages

Why It Matters:

Critical to understanding user attribution, site behavior, and basic reliability of your data.

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 verifies that the GA4 base tracking code is firing on every page of your site.

If GA4 doesn’t load on certain URLs—such as confirmation pages, blog posts, or microsites—you’ll miss out on sessions, events, conversions, and attribution for those visits.

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How to Conduct This Test

Basic Tests

  • Use the Google Analytics DebugView while navigating your site to confirm events are sent on each page.
  • Use Google Tag Assistant or Chrome Developer Tools > Network tab and filter for collect or gtag/js to ensure Google Analytics is present on all page types.
  • In Google Analytics Explore or BigQuery, segment by page path and check for pages with very low or zero event volume compared to expected traffic.
  • If key URLs have no data, Google Analytics may not be installed or firing correctly on them.

Automated, Free Audit

Run our Instant Audit to flag any missing coverage.

Not sure how to check across all templates or site sections? Hire a pro.

How To Fix

  • Check that the Google Analytics base tag is implemented globally—either directly in your site’s template or via Google Tag Manager.
  • For Google Tag Manager users:
    • Ensure the Google Analytics configuration tag is set to fire on All Pages.
    • Watch out for trigger exclusions or route changes in SPAs that bypass normal load triggers.
  • Verify that any microsites, landing pages, or Shopify confirmation pages also have tracking installed.
  • Hire a pro to validate your implementation across all environments and ensure nothing gets missed.

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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