GA4, GTM and conversion tracking audit for US businesses
A GA4, GTM and conversion tracking audit for US businesses that shows you what's broken, missing, or double-counted before you spend more optimizing off bad data. You get a written, prioritized report in plain language, and you decide whether to fix it yourself or bring someone in.
Sound familiar?
You suspect your tracking is wrong, but don't know exactly where or by how much
Numbers in GA4 and your ad platform don't match, and nobody's explained why
You inherited a tracking setup from someone else and have no idea what's actually configured
Here's what changes
A clear, written list of every tracking gap, error, or duplication found
Confidence in what's actually being measured versus what you assumed was being measured
A prioritized fix list, whether you implement it yourself or bring someone in
Hiring someone for a GA4, GTM and conversion tracking audit? Here's what it should cover
A GA4, GTM and conversion tracking audit is a structured review of how your site reports what happens on it: what's configured in your GA4 property, what's firing from your Google Tag Manager container, and which conversions your ad platforms are actually counting. I do these for US local service businesses and ecommerce brands. The output is a written report that lists what's broken, missing, or double-counted, ranked by how much each problem affects your decisions.
Most people searching for this are in one of three spots. The numbers in GA4 and Google Ads don't match and nobody can say why. Or they inherited a setup from a former agency or developer and have no idea what's configured. Or something just feels off, like leads that look too cheap or revenue that doesn't line up with the store. The problem underneath is the same every time: you can't tell whether to trust the data you're spending money against.
Here's what I look at. In GA4, the property and data stream settings, which events are collected, which are marked as key events, and whether the ones that matter fire once per real action. In GTM, the container itself: duplicate or broken tags, triggers that fire on the wrong pages, and leftovers from old setups nobody removed. Then conversion tracking, where I check what Google Ads and your other platforms count as a conversion against numbers you can verify yourself, like orders in your store or leads in your CRM.
Before you hire anyone for this, me included, ask three things. What will the report look like? Does the audit compare against real-world numbers, or just inspect settings and call it done? And can you act on the findings without hiring the auditor? With me, the report is written so you can hand it to your own developer or agency, or ask me to do the fixes. The choice is yours.
Who this audit is for, and who should skip it
This is for US local service businesses and ecommerce brands that spend money on ads and rely on GA4, GTM, or both to judge whether it's working. It fits best if your GA4 and ad platform numbers disagree, you inherited a setup nobody documented, or you're about to raise ad spend and want to know the data underneath it is sound.
It's not the right fit in a few cases. If you already know exactly what's broken and just want it fixed, that's the conversion tracking service, not an audit. If you want your Google Ads account structure, keywords, and budgets reviewed, that's the PPC account audit, which is a different review. And if you have almost no tracking yet and no ad spend, you don't need an audit, you need a clean setup built, and I'd rather tell you that than sell you a report on a blank slate.
Real results, not theory
What You Get:
GA4 property and event configuration review
GTM container audit for duplicate or broken tags
Conversion tracking accuracy check against known real-world numbers
A written report with prioritized fixes
Frequently asked questions
What does a GA4, GTM and conversion tracking audit include?
It covers your GA4 property and event configuration, your GTM container (looking for duplicate or broken tags), and a conversion tracking accuracy check against real-world numbers like orders or leads. You get a written report with findings in priority order, so you know which problem to fix first.
What access do you need for a tracking audit?
Read-only access is usually enough: Viewer in GA4, Read in GTM, and read-only access to Google Ads. I also need a rough sense of your real numbers, such as monthly orders or leads, to check against. If something needs more access, I'll say so. The access guides linked below walk through how to grant each one.
Will the audit change anything in my accounts?
No. An audit is a review and a written report, so with read-only access nothing in your GA4 property, GTM container, or ad accounts changes. Fixes only happen if you decide you want them, whether you make them yourself, hand the list to your developer, or ask me to do it.
What's the difference between a tracking audit and a PPC account audit?
A tracking audit asks whether your data is correct: GA4, GTM, and conversion counts. A PPC account audit asks whether your ad account is run well: structure, search terms, and wasted spend. They overlap at conversion tracking, but if your numbers are suspect, the tracking audit comes first, because every other decision depends on it.
Why don't my GA4 and Google Ads conversion numbers match?
They're counted separately. Google Ads counts conversions based on its own tag and import settings, and GA4 counts events based on how they're configured in your property. Some gap is normal. A large or unexplained one usually means a duplicate tag, a misfiring trigger, or two tools measuring different actions, which is what an audit is built to find.
Is a tracking audit the same as fixing my conversion tracking?
No. The audit is the diagnosis: what's wrong and what to fix first. Fixing or rebuilding is the implementation, covered by the conversion tracking service. Many people start with the audit because they don't yet know how much is broken. You can take the report anywhere, so you're not locked into having me do the fixes.
Guides on this topic
- What Is a Google Ads Conversion?A conversion is a specific action you've told Google Ads to count as valuable, not a click or a visit. Here's what counts and how to set one up.
- How to Share Google Analytics 4 (GA4) AccessShare GA4 access in four steps, what each of the five roles can do, and the difference between account and property level access.
- How to Share Google Tag Manager AccessShare Google Tag Manager access in four steps, plus which of the five permission levels to actually give someone and why it matters.
- How to Share Google Ads Account AccessShare Google Ads access in four steps, what each of the five access levels can do, and when to use a manager account instead.
Related services
I'm Filip Steiner - your Google Ads & Conversion Tracking Specialist
Over the past 5 years, I've managed 100+ ad accounts across the US, from local services to ecommerce.
My background in analytics and conversion tracking helps me turn ad chaos into profitable systems.
I don't just run ads. I build measurement systems that show you exactly where every dollar goes, and what it returns.