Audit your GA4, GTM and consent setup and know what to fix first

Most audits start with a symptom. One online marketplace found most of its landing pages showing as (not set) after a site migration. A software company's conversion tag fired on every page, so every page view counted as a lead. A ticketing site's item revenue didn't match its purchase revenue, because only adult tickets were being recorded. An audit finds the cause. It can also give you a baseline before a migration, redesign or new build.

Some findings come up again and again, whatever the symptom: personal data such as email addresses in page URLs, tags firing before consent and old GA4 properties or GTM containers that nobody remembers setting up.

A Foundation Audit can be a Google Analytics audit, a Google Tag Manager audit or a look at consent, your warehouse or your reporting data, whether that's one of them or several.

We agree what to investigate before we start. You don't need to review everything to get a proper look at one thing.

Google uses the term data strength for the quality and completeness of the first-party signals its advertising and measurement products depend on. If that phrase has reached you through a Google contact, your media agency or your own reporting, the questions underneath it are the ones an audit answers: what you collect, what consent allows you to use, what reaches each platform and what's lost on the way.

We look wider than Google. The same gaps affect Meta, Microsoft, TikTok and LinkedIn, your own reporting and the numbers the rest of the business sees. We also look at what happens after the click: whether you can tell which leads became good business, and whether you're optimising towards the outcome that pays.

You get evidence of where signal is going missing, what that does to your reporting and what's worth fixing first. Work to improve collection, fix consent or move collection server-side can follow, scoped on what the audit finds.

You get a spreadsheet of every check, what we found and how serious it is, which your developers can work from. We take you through it, with a short summary for people who don't need the detail. If we do the fixes, each one becomes a task you can follow in my.measurelab.

The findings and plan are yours. Your team can make the fixes, or we can help. If the evidence points to a bigger question, we'll talk it through with you before proposing more work.

We're independent. We don't buy or sell media or take a cut of ad spend.

Our Free Collection & Consent check is an automated first look at signals visible on your public site, with no access to your accounts. A Foundation Audit is paid work: people investigating the agreed scope, with the business context an automated check doesn't have. We agree the scope and fee before we start.

Sometimes an audit isn't the right first step. If a setup is very basic or badly broken, investigating it can take longer and cost more than rebuilding it, and we'll tell you so. If you already know what needs fixing, we can scope that work directly.

If you want the setup looked after afterwards, that's Data Assurance. Some of the audit's checks can then run automatically, though they don't replace a person investigating.