Google Analytics Audit Test #

58

Google Ads Linked to Google Analytics

Why It Matters:

Critical to Google Ads targeting optimization and full analysis capability.

Industries:

All

Checks For:

Utility

How powerful is your current implementation?

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 checks whether your GA4 property is properly linked to your Google Ads account.

Without this link, you lose access to key features like cross-platform remarketing, GA4 conversions imported into Google Ads, and automatic tagging data for detailed attribution.

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Our free instant audit tool checks for 90 issues in 90 seconds.

Then gives you a prioritized list of items to tackle.

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • In GA4, go to Admin > Product Links > Google Ads.
  • Check if your primary Google Ads account is listed and linked.
  • Click into the link and verify the following:
    • Enable personalized advertising is ON.
    • Enable auto-tagging is enabled in Google Ads itself.
    • Data sharing is bidirectional (importing conversions and exporting audiences).
  • Also confirm that you are seeing “Google Ads” as a traffic source in Reports > Acquisition > Traffic acquisition.

Automated, Free Audit

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If no link is present or it looks incomplete, it’s time to fix it. Hire a pro if you're unsure how your ad and analytics stacks should integrate.

How To Fix

  • In GA4 Admin, navigate to Product Links > Google Ads.
    • Click Link and select the correct Google Ads account (you’ll need admin access in both platforms).
    • Enable all recommended settings:
      • Import GA4 conversions into Google Ads for more accurate bidding.
      • Export GA4 audiences to Google Ads for remarketing.
  • In Google Ads, ensure auto-tagging is enabled under Settings > Account Settings > Auto-tagging.
  • Hire a pro to ensure your tracking and advertising stack is fully integrated for accurate ROI tracking and smart bidding.

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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