Google Analytics Audit Test #

120

Have Automated Reporting from Warehouse (Centralized Data)

Why It Matters:

Critical to reporting on and answering questions related to marketing performance.

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 evaluates whether your organization has automated reporting built on centralized data from a warehouse—typically one that integrates Google Analytics, ad platforms, CRM/back-end systems, and financial data.

Without this, reporting tends to live in disconnected tools or spreadsheets, creating:

  • Manual and time-consuming processes
  • Misaligned KPIs across departments
  • Limited ability to perform full-funnel or cross-channel analysis
  • Automated, centralized reporting is essential for scalable, reliable insights that support strategic decision-making.

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How to Conduct This Test

Basic Tests

  • Determine whether your team or clients use a centralized data warehouse (e.g., BigQuery, Snowflake, Redshift).
  • Assess whether the warehouse includes:
    • Google Analytics event and session data
    • Cost data from ad platforms (e.g., Google Ads, Facebook Ads)
    • CRM or sales system data (e.g., HubSpot, Salesforce)
    • Business metrics (e.g., LTV, MRR, refunds, churn)
  • Check whether reporting is:
    • Automated via dashboards (e.g., Looker, Power BI, Tableau, Google Data Studio)
    • Refreshed regularly (daily or hourly)
    • Used by stakeholders to make decisions
  • Still using manual spreadsheets or only native platform reports? That’s a missed opportunity.

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How To Fix

  • Build or upgrade your data warehouse to serve as the source of truth.
  • Set up ETL tools (e.g., Fivetran, Stitch, Supermetrics, Funnel) to import data from:
    • Google Analytics (via BigQuery export)
    • Ad platforms (Google Ads, Meta Ads, LinkedIn, etc.)
    • CRM and billing systems
  • Create dashboards using a BI tool to deliver:
    • Unified views of spend, engagement, and conversions
    • Full-funnel performance across acquisition and retention
    • Automated reporting for teams and leadership
  • Schedule refreshes and version control to ensure reliability.
  • Hire a pro to architect a centralized data stack and turn your raw data into always-available, actionable insights.

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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