A GA4 & traffic audit answers one question: which of your numbers can you trust? Tracking integrity, channel truth, attribution sanity checks, and reporting a business owner can actually read.
What gets checked
Events firing correctly, once, on every conversion that matters — and nothing phantom.
Which sources actually drive conversions, versus what default attribution claims.
Internal traffic, spam referrals, consent-mode gaps, cross-domain leaks.
Does anything in your reports answer the questions you actually ask each month?
Why it matters now
Every other decision — ad budgets, content bets, AEO priorities — runs on these numbers. If GA4 is wrong, everything downstream is confidently wrong. An afternoon of verification beats a year of optimizing toward noise.
What you leave with
- Trust verdict per metric — what's solid, what's inflated, what's missing entirely.
- The fix list — configuration changes in priority order, most implementable within days.
- A readable report layout — the handful of numbers worth watching monthly, defined so they stay comparable.
Frequently asked questions
What does a GA4 audit check?
Tracking integrity (is data firing correctly, once, on every conversion that matters), channel truth (which sources actually drive conversions versus what default attribution claims), data quality issues like internal traffic and spam referrals, and whether reporting answers the questions the owner actually has.
Why do GA4 numbers feel wrong?
Because they often are: misconfigured events, missing key conversions, double-counting, unfiltered internal traffic, and consent-mode gaps are the norm, not the exception. Most GA4 properties were migrated from Universal Analytics quickly and never verified.
What do I get at the end?
A verdict on which of your numbers to trust, the fix list for the ones you can't, and a report layout a business owner can read without a translator.
Does this replace my agency's reporting?
It checks it. An independent read on whether the numbers steering your budget are real is worth having precisely because it isn't attached to a retainer that depends on them looking good.