Google Analytics Audit Test #

30

Analytics conversion counts match backend (CRM/Ecommerce/Booking)

Why It Matters:

Critical to understanding your site behavior and being able to evaluate performance in a marketing context.

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 checks whether the conversion and revenue data in GA4 aligns with data from your backend systems—such as a CRM, order management system, or ecommerce platform. While small discrepancies are normal, significant gaps suggest tracking failures, missed conversions, or duplicate/missing event data in GA4.

If GA4 shows far fewer conversions than your backend, it can mislead marketing and sales teams.

If GA4 shows more conversions than actually occurred, you may be double-counting or firing events too early or too often.

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • Choose a recent time range (e.g., last 7 or 30 days) for comparison.
  • Pull total conversions and revenue from:
    • GA4 reports (e.g., Monetization > Ecommerce purchases or Events marked as conversions)
    • Your backend (e.g., Shopify, Salesforce, HubSpot, custom database)
  • Compare:
    • Total number of leads or purchases
    • Total revenue values
    • Average order value (if applicable)
  • Use BigQuery for detailed comparison if event-level data is available.
  • Large differences (>10%) likely point to implementation problems.

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How To Fix

  • Validate your GA4 event firing conditions:
    • Are conversion events firing once per actual lead or transaction?
    • Are events being duplicated by page reloads or SPA routing?
  • Ensure required parameters like transaction_id, value, and currency are included with each conversion.
  • Confirm GA4 is firing on real completion points (e.g., after payment success or thank-you page) and not prematurely.
  • For ecommerce, consider comparing transaction IDs across GA4 and your backend to identify missing or duplicate entries.
  • Hire a pro to reconcile your data sources and ensure your GA4 setup reflects what’s actually happening in your business.

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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