Google Analytics Audit Test #

34

Analytics conversions attributed to Reddit Ads match Reddit Ads platform conversions

Why It Matters:

Critical to understanding where your traffic is coming from and assigning appropriate credit.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

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 compares conversions recorded in GA4 for Reddit Ads traffic with the conversions shown in Reddit Ads Manager.

While some variance is normal due to attribution differences and ad blockers, significant mismatches often point to:

  • Missing or incorrect UTM parameters
  • Loss of tracking in Reddit’s in-app browser
  • GA4 not firing due to poor load timing or consent banners
  • Reddit’s use of view-through or modeled conversions that GA4 does not capture

Without alignment between platforms, marketers risk undervaluing Reddit’s performance or misallocating spend based on incomplete data.

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How to Conduct This Test

Basic Tests

  • In Reddit Ads Manager, export conversions by campaign for a recent 7–30 day window.
  • In GA4 > Reports > Acquisition > Traffic Acquisition, filter for:
    • Session source / medium = reddit / paid_social
    • Metric: Conversions (or your primary key event)
  • Compare total and campaign-level conversion counts in GA4 vs. Reddit Ads.
  • In Explore or BigQuery, break down conversions by landing page, device, or referrer to find attribution gaps.

Automated, Free Audit

Seeing lower GA4 conversions than expected? Run our Instant Audit to flag tracking or attribution issues.

Or hire a pro to help reconcile the platforms and close the data gap.

How To Fix

  • Ensure all Reddit ad URLs are tagged with full UTMs:
    • utm_source=reddit
    • utm_medium=paid_social
    • utm_campaign=...
  • Avoid redirects or landing page setups that strip UTM parameters or block tracking scripts
  • Test ads in Reddit’s in-app browser to validate that GA4 loads and records the visit
  • Place GA4 tracking high on the page and reduce latency so tags fire before users exit
  • Consider using Reddit’s Pixel or server-side tracking to support GA4 and capture more conversions
  • Understand that Reddit Ads may include view-through conversions or different attribution logic than GA4
  • Hire a pro to optimize your Reddit tracking setup and ensure your analytics reflects actual ad impact.

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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