Digital Data Collection, Analyses & Visualisation
Analytics and Tracking Data Quality Audit
Our data collection quality audits test how Google Analytics 4 (GA4), tags, events and conversions are collected and reconciled, so you can see where your data is inaccurate, incomplete or misleading. You receive a clear verdict on what can be trusted and a prioritised fix list before the numbers shape another marketing decision.
Know whether the numbers deserve your confidence
A data collection quality audit is a structured review of how analytics data is captured, configured and validated across GA4, tags, events and conversions. Tracking can degrade while reports still look plausible: events can misfire, conversions can be missed or duplicated, pages can go untagged and attribution can stop reflecting reality. The audit tests the measurement rather than assuming it is correct, so marketing decisions are based on data that has been checked.
What our data collection quality audits cover
GA4 Configuration
The GA4 audit checks how events and conversions are defined, whether they fire consistently, whether anything is missing or double-counted, and whether the configuration matches how your organisation reports.
Tag & Tracking
The tracking review checks Google Tag Manager or other implementations for duplicate tags, misfires, untagged pages and broken events that can quietly distort the data flowing into reports.
Data Reconciliation
The data quality checks compare analytics with other available systems, look for unexplained gaps or spikes and assess whether attribution behaves sensibly enough for the numbers to be relied on.
Conversion Validation
The conversion tracking validation tests whether the right actions are counted once each, attributed correctly and still measured after site or consent changes that can alter collection.
You receive
- GA4 configuration and event or conversion audit
- Tag and tracking implementation review
- Data reconciliation and accuracy checks
- Conversion tracking validation
- A prioritised fix list scored by impact and effort
Our approach
Scope
We identify the analytics setup, tracking implementation, key conversions and reporting questions the audit needs to test.
Inspect
We review GA4 configuration, events and tags for missing, duplicated, inconsistent or broken collection, including issues that may require a later GTM implementation.
Test
We validate event and conversion behaviour so the audit shows whether the right actions are being captured once and under the conditions where they should fire.
Reconcile
We compare the analytics data with other available evidence and assess gaps, spikes and attribution behaviour to determine where the numbers can and cannot be trusted.
Prioritise
We score the findings by impact and effort, then route implementation work to the appropriate service such as GA4 migrations or advanced conversion tracking.
Frequently asked questions
What does a data collection quality audit include?
A data collection quality audit includes a review of your GA4 setup, tags and tracking, data reconciliation and conversion validation, delivered as a prioritised fix list with a verdict on how far your data can be trusted.
How do I know if my data is even wrong?
Often you cannot tell from the reports alone, which is the point of the audit. Common signs include numbers that do not reconcile with other systems or sudden unexplained changes in collection.
Why is bad data worse than no data?
Bad data carries false confidence. Budgets, campaign decisions and channel evaluations can be based on measurements that look plausible but do not reflect what actually happened.
Will you fix the problems you find?
The fixes are handled through the relevant implementation services. The data collection quality audit stands alone, so your team can also use the prioritised findings to implement the corrections internally or with another provider.
What is the difference between a data collection quality audit and an advertising audit?
A data collection quality audit tests your analytics and tracking implementation. An advertising audit reviews paid advertising accounts, although the two can connect when conversion tracking affects how campaign performance is measured.
What happens after the data quality audit?
You receive a prioritised fix list scored by impact and effort. Where a correction requires implementation work, the finding is routed to the relevant service rather than expanding the audit into a different engagement.
Find out how far you can trust your data
Check the collection before you make another marketing decision on it.