Tracking & Attribution Audit
You Can't Make Good Decisions on Broken Data
A forensic review of your tracking setup covering GA4, GTM, pixel events, server-side layers, and attribution models. We identify where your data is wrong, where conversions are miscounted, and what it's costing you in misinformed spend decisions.
Most tracking setups have critical errors that no one has noticed yet.
Bad Tracking Creates Good-Looking Reports That Lead to Bad Decisions
Inflated conversion counts, missing events, broken funnels, and misattributed revenue all look fine in dashboards, until you dig. When tracking lies, every optimisation decision built on top of it is wrong.
Conversion numbers don't match reality
Platform data reports far more conversions than your CRM or payment processor shows. Deduplication or event misconfiguration is the likely cause.
GA4 reports don't make sense
Sessions, events, and conversions are inconsistent across reports. GA4 migrations often introduce tracking gaps that aren't immediately visible.
Attribution is giving credit to the wrong channels
Last-click attribution is making social or email appear worthless, while paid search takes credit it doesn't fully deserve.
GTM is a mess from years of additions
Tags, triggers, and variables have been added by multiple people over years. You don't know what's firing, what's broken, or what's duplicated.
What the Audit Covers
Every layer of your tracking stack, from data collection through to attribution, is reviewed and documented.
GA4 Configuration Review
Data stream setup, event taxonomy, conversion configuration, channel groupings, and reporting accuracy.
GTM Container Audit
Tag inventory, firing logic, variable configuration, duplicate tags, and conflicting trigger conditions.
Pixel & Server-Side Review
Meta Pixel, Google Ads tags, and any server-side tracking layers: health check, deduplication, and signal quality assessment.
Conversion Mapping
Every tracked conversion is verified against actual business outcomes. Phantom events, double-counting, and misconfigured goals are flagged.
Attribution Model Assessment
Current attribution model review, cross-channel credit distribution, and recommendations for a more accurate model.
Written Findings & Fix Specification
A full written report with every issue found, impact assessment, and precise specifications for each fix.
Who This Is For
Brands where GA4 replaced Universal Analytics
UA-to-GA4 migrations frequently introduce tracking gaps. Most teams don't realise until reporting becomes unreliable.
Paid media teams making budget decisions on platform data
If you're optimising campaigns based on reported conversions, you need to know those conversions are accurate.
E-commerce brands with complex checkout flows
Multi-step checkouts, third-party payment providers, and subscription flows are common sources of tracking breakage.
In-house teams preparing to rebuild their stack
Before you rebuild, understand what's currently broken and what's actually working. Audit first, rebuild with confidence.
How It Works
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1
Access & Scoping Call
Read-only access to GA4, GTM, Google Ads, Meta, and any other relevant platforms. We agree scope and what specific questions need answering.
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2
Forensic Review
We go through every layer of your tracking stack: live browser testing, network request inspection, and historical data review in GA4.
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3
Written Audit Report
A structured document covering every finding: what's broken, what's missing, what's inflated, and what each fix requires technically.
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4
Implementation Handoff or Build
You can implement the fixes yourself, hand them to your team, or brief us to build the corrected tracking infrastructure via our Build service.
Start Making Decisions on Data You Can Actually Trust
Book a call to discuss your tracking audit. We'll confirm what needs reviewing and what you'll receive.