Google Analytics Audit Test #

130

Standard Parameters

Why It Matters:

Critical to understanding visitor 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 events consistently include standard parameters—those commonly expected for ecommerce, engagement, or conversion analysis.

Google Analytics allows you to send flexible event data, but consistency and completeness are critical.

Without standard parameters:

  • Event data lacks context (e.g., what item was added to cart?)
  • Funnel and product analysis becomes fragmented
  • Audiences and custom reports can't be built effectively
  • It’s difficult to debug, QA, or validate implementation over time

Common Standard Parameters by Event Type:

Event Standard Parameters
view_itemitem_id, item_name, item_category, price
add_to_cartitem_id, quantity, price
purchasetransaction_id, value, currency, items
sign_upmethod
loginmethod
page_viewpage_location, page_referrer
searchsearch_term
Custom eventsConsistent naming for dimensions, e.g., form_type, cta_text

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How to Conduct This Test

Basic Tests

  • In Google Analytics > Explore, create a Free-form report or use the Event Parameters report:
    • Dimensions: Event name, Parameter name
    • Metrics: Event count
    • Look for high-value events missing key context parameters
  • Use Google Analytics DebugView to test live interactions and verify which parameters are included with each event

Advanced QA

  • In BigQuery, run this query:
    SELECT event_name, param.key, COUNT(*) 
    FROM `your_dataset.events_*`, UNNEST(event_params) AS param
    GROUP BY event_name, param.key
    ORDER BY COUNT(*) DESC

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How To Fix

  • Review Google’s recommended GA4 event parameters by event type
  • Create a tracking specification document that defines required parameters per event
  • Update your Google Tag Manager tags, custom code, or server-side tagging setup to ensure all key events send consistent data
  • Validate implementation in Google Analytics DebugView, and QA parameter values for completeness and accuracy
  • For custom events, define a naming convention (e.g., lowercase, underscores) and enforce it across all team members
  • Hire a pro to build and maintain your Google Analytics parameter strategy—so your data stays clean, usable, and built for scale.

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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