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Find out why your marketing numbers do not line up.

When GA4, ad platforms, and your CRM disagree, it is difficult to know whether campaigns are working or tracking is broken. I review how your measurement is set up, identify the gaps that matter most, and give you a prioritized path to more dependable reporting.

When you cannot confidently trust the numbers.

Duplicate or missing events Find missing, duplicate, or misfiring events that can distort conversion totals.

Platform and CRM discrepancies Understand why ad platforms, GA4, and the CRM show different numbers, and what each system can reliably tell you.

Unclear measurement ownership Get a clear record of what needs fixing, who may need to be involved, and where to start.

A straightforward plan to improve measurement.

We start with the decisions you need to make and review the tracking and reporting behind them. I validate the key data flows, explain the most important findings in plain language, and prioritize the fixes so you are not left with a long technical list and no clear next step.

Review

Assess key tracking, reporting, and data-flow touchpoints.

Validate

Compare events and records across GA4, GTM, CRM, and relevant sources.

Prioritize

Turn findings into a practical fix list and measurement roadmap.

What I review during an audit.

The scope depends on your setup, but the review focuses on the issues most likely to affect lead counts, campaign decisions, and confidence in revenue reporting.

Tag and event accuracy Check for missing, duplicate, or misfiring GTM and GA4 events, including form submissions and purchase conversions counted more than once.

Conversion definitions that reflect real outcomes Check whether conversions represent genuine leads or sales and align with the actions your campaigns are meant to optimize.

Data quality and attribution settings Review relevant internal traffic filters, referral settings, unassigned traffic, channel grouping, and other configuration risks.

Ad platform, GA4, and CRM reconciliation Investigate why totals differ and distinguish normal attribution differences from tracking or data-flow problems.

Reporting and data pipeline logic Where relevant, review BigQuery tables, SQL transformations, and dashboards for logic that can skew reporting.

Analytics audit FAQ.

What systems can a marketing analytics audit cover?

An audit can cover GA4, Google Tag Manager, website events, campaign conversion setup, BigQuery data flows, CRM lifecycle data, and reporting logic.

What do I receive after an audit?

You receive a prioritized set of findings and recommended next steps, focused on the gaps and discrepancies most likely to affect decisions.

Who benefits from an analytics audit?

Small businesses, agencies, and in-house teams benefit when tracking is aging, reporting conflicts across systems, campaigns lack confidence in conversion data, or a new measurement foundation is needed.

How do I know if GA4 is double-counting conversions?

Warning signs include conversions exceeding CRM leads, events firing on both a button click and a thank-you page, and the same event configured in more than one tag. Checking in GTM Preview and DebugView confirms it.

How long does an analytics audit take?

It depends on how many properties, containers, ad platforms, and CRM connections are in scope. You receive a written, prioritized list of fixes rather than a raw report.