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GA4 audit

Check the numbers your ads are optimising to.

An ad account is only as good as the data behind it. The GA4 audit checks how your property is set up, how ad traffic arrives, what converts, and whether the data can be trusted.

Audit GA4 →
GA4 audit
Sign in with Google. Analytics access is read-only.
  • Data streams and key events
  • Enhanced measurement
  • Data retention left at 2 months
  • The attribution model, its lookback windows, and which channels can take credit for conversions shared with Google Ads
  • Custom definitions against the property's limits, and custom audiences
30 days
of data read

90 days for the daily trend behind anomalies, and your property's configuration as well.

2.5σ
anomaly threshold

Days that far from the recent average are flagged.

20+
report tabs

A tab only appears when your property has the data for it.

Watch

GA4 audit in 49 seconds

Tracking health, the Google Ads link and data quality.

Read the transcript (49 seconds)

Your ads are optimising to the numbers in GA4. Are those numbers right?

Key events that recorded nothing in thirty days. Paid traffic arriving without campaign names. Data retention left at two months. And lead events counted every time, instead of once per session.

The GA4 audit reads your property's set-up and its last thirty days, then ranks each fix by severity, confidence and effort.

You get more than twenty report tabs, and a tab only appears when your property has the data for it.

Sign in with Google, pick the property, and fix the set-up first. Access is read-only.

Your first audit is free, with no credit card. Run it at auditroger.com.

What the audit checks

Set-up comes first: a key event that never fires makes everything that follows unreliable.

Set-up

  • Data streams and key events
  • Enhanced measurement
  • Data retention left at 2 months
  • The attribution model, its lookback windows, and which channels can take credit for conversions shared with Google Ads
  • Custom definitions against the property's limits, and custom audiences

Ads and acquisition

  • The Google Ads link, and personalised advertising switched off on it
  • Google Ads clicks that never become GA4 sessions, paid search from accounts that aren't linked, and Google Ads cost missing from GA4
  • Paid traffic arriving without campaign names
  • How much the site relies on paid traffic
  • Channels and acquisition

What converts

  • Key events that recorded nothing in the last 30 days
  • Lead key events that count every event instead of once per session
  • Browsing events marked as key events, key events with no value, and two key events counting one action
  • Purchases counted twice or sent without a transaction ID or currency, items with no name or price, and refunds
  • Conversions and e-commerce
  • Landing pages
  • Mobile converting far below desktop

Data quality

  • Signs of bot traffic
  • Tables Google thresholded, sampled or folded into (other), marked where they appear
  • Daily anomalies
  • Privacy and redaction settings
  • User-provided data collection, which Google Ads matching relies on
  • Low traffic, high bounce and short sessions

How it works

  1. 1

    Sign in with Google

    Google asks for read-only access to your Analytics.

  2. 2

    Pick the property

    Choose the GA4 property to audit.

  3. 3

    Let it run

    The audit reads your property's settings and its last 30 days (90 for the daily trend).

  4. 4

    Fix the set-up first

    The action plan ranks each fix by severity, confidence and effort. Start with tracking: every other number depends on it.

Questions

Is GA4 access read-only?
Yes. AuditRoger asks Google for read-only Analytics access, so it can't change your property.
Do I need the GA4 audit to audit Google Ads?
No, you can run either one alone. Run both, though, and the GA4 audit shows whether your Google Ads account is linked and whether ad traffic arrives with campaign names. Your latest GA4 audit of a linked property also feeds the data strength score in that Google Ads account's client reports.

Guides

Connect Google Ads and GA4One Google sign-in connects both Google Ads and GA4. What each permission means, how manager (MCC) accounts are listed, and how to disconnect.How the audit score worksWhat goes into the audit score and grade on Google Ads and GA4 (and Meta Ads, once it opens), and why scores don't compare across platforms.

The rest of AuditRoger

Google Ads auditWasted spend, search terms, Quality Score and tracking.Meta Ads audit (Coming soon)Spend with no results, creative fatigue and structure.Amazon PPC audit (Beta)Searches, placements and products that lose money, and budgets that run out.Audit reportsRanked fixes, comparisons, share links and client reports.Roger AIAnswers from your own audits, with their sources.

Run your first audit free

The free plan includes a preview of one audit of Google Ads or GA4 (Meta Ads is coming soon): the score and the most urgent fixes. No card needed.

Audit GA4 →See pricing