Google Analytics Audit Test #

133

Thank you pages without an event

Why It Matters:

Critical to understanding the performance of your site.

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 checks whether your “Thank You” or confirmation pages are missing conversion events.

These pages often indicate a successful action—like a form submission, purchase, or signup—and should always trigger a Google Analytics event (e.g., purchase, generate_lead, sign_up).

If no event is sent when the user reaches this page, Google Analytics won’t properly track the conversion, causing your reporting to understate performance.

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How to Conduct This Test

Basic Tests

  • Identify your site's key confirmation or thank-you page URLs (e.g., /thank-you, /order-confirmation, /form-success).
  • In Google Analytics > Reports > Engagement > Pages and screens, search for those pages.
  • Check the Event count or use Explore to see if any conversion events fire on those URLs.
  • In DebugView or with Google Tag Assistant, walk through a test conversion and confirm that an event is triggered when the page loads.
  • If the thank-you page is showing pageviews but no events, conversions are likely being missed.

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How To Fix

  • Use Google Tag Manager or hard-coded Google Analytics implementation to fire a specific event when a user lands on the confirmation page.
    • Examples: purchase, generate_lead, form_submit, sign_up
    • Add a trigger based on the thank-you page URL or page title to fire the correct event.
  • In Google Analytics Admin > Conversions, ensure the event is marked as a conversion.
  • For single-page apps (SPAs), ensure the event fires on route changes—not just full page loads.
  • Hire a pro to help map your funnel pages and implement accurate conversion tracking on every step that 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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