✅ GA4 Audit Checklist

1. Property Configuration

• Correct GA4 property selected (vs wrong property or test one)
• Data Streams: All live sites/apps have a stream (web/app)
• Default URL set correctly in the GA4 property
• Time Zone and Currency settings verified
• Data Retention setting (14 months where needed)
• Enhanced Measurement enabled/disabled appropriately
• Internal traffic filters set up and working (e.g. office IPs)
• Unwanted referrals excluded (e.g. PayPal, Stripe)
• Default reporting identity selected (observed > blended)

2. Tagging & Tracking

• GA4 tag(s) implemented via GTM or gtag
• No duplicate tags firing on page load
• DebugView shows real-time events for live user test
• Event count matches expected behaviour (e.g., page_view on load, not multiple times)
• Consent mode (if used) working and respected
• Page titles and URLs tracked correctly
• Outbound link clicks, file downloads, and scrolls tracked (via enhanced measurement or custom events)

3. Event Configuration

• All key events firing (e.g., CTA clicks, video starts, form submissions)
• Custom events are named clearly (snake_case)
• Custom parameters used (e.g., form_name, button_text)
• Recommended events used where possible (e.g., generate_lead, purchase)
• Event count sanity check (e.g., no 500,000+ events/day from spam or bad loop)

4. Conversions

• Key conversion events marked as conversions
• Conversion definitions match business goals (e.g., form_submit, purchase)
• No legacy or unused conversions still marked

5. Audiences

• Relevant audiences created for remarketing or analysis
• Audiences used in reports (e.g., purchasers, non-converters, blog readers)
• Time-based audience rules where needed (e.g., engaged last 30 days)

6. User & Session Settings

• Session timeout length appropriate (default 30 mins, change if needed)
• Engaged session definition is reasonable (10 sec+, event, or conversion)
• Demographics & Interests data enabled if needed
• User-ID implemented (if cross-device tracking needed)

7. Ecommerce (if applicable)

• Ecommerce events tracked correctly (view_item, add_to_cart, purchase, etc.)
• Item metadata passed (ID, category, price, quantity)
• Purchase revenue and quantity match source of truth (e.g., Shopify/Stripe)
• Refunds tracked (if needed)

8. BigQuery Export (if used)

• BigQuery linked correctly to GA4 property
• Daily export running without errors
• Data sampling/thresholding is understood
• Custom queries or dashboards pulling correct event/parameter data

9. Integrations

• Google Ads linked
• Google Search Console linked
• Firebase or App SDKs linked (if mobile app)

10. Reporting & Insights

• Key reports built in Explore or Looker Studio
• Business KPIs trackable (conversions, revenue, engagement, etc.)
• Reported data matches expectations (check bounce rate, average engagement time)
• Internal stakeholders understand how to navigate GA4

11. Privacy & Consent

• GA4 respects cookie consent (via Consent Mode, Cookiebot, etc.)
• Region-specific consent working (e.g., GDPR, CNIL)

12. Final Health Check

• No major tracking gaps or breaks
• All events useful, not noisy
• Stakeholders agree on KPIs tracked
• Documentation updated