Free checklist · 20 checks
The free GA4 audit checklist
Twenty things to check in Google Analytics 4, grouped the way a professional audit is — with exactly where to find each one.
Data collection
Is GA4 recording everything it should, exactly once?
1.Event data retention is set to 14 months, not the default 2
Where to check: Admin → Data collection and modification → Data retention
2.Enhanced measurement is on for site search, scrolls, outbound clicks and forms
Where to check: Admin → Data streams → your web stream → Enhanced measurement
3.Every data stream received events in the last 30 days
Where to check: Admin → Data streams (look for streams with no recent data)
4.Cross-domain tracking covers your checkout, booking or app domains
Where to check: Admin → Data streams → Configure tag settings → Configure your domains
5.Only one GA4 tag fires on each page
Where to check: Tag Assistant or your browser's network tab: one collect request per page view
Data quality
Can you trust the numbers in your reports?
6.Internal and developer traffic is filtered out
Where to check: Admin → Data filters, with the internal traffic rule set to Active
7.Your own domain and payment gateways don't show up as referrals
Where to check: Reports → Acquisition → Traffic acquisition, filtered to Referral
8.UTM mediums use one consistent case ("email", never "Email")
Where to check: Traffic acquisition, Session medium dimension
9.Custom event names use lowercase snake_case
Where to check: Reports → Engagement → Events
10.Purchases are recorded in one currency with no zero or negative revenue
Where to check: Monetization → Ecommerce purchases; Admin → Property details → Currency
11.Bot and ghost-referral traffic is under control
Where to check: Traffic acquisition: look for spikes from unknown sources with 0s engagement
Consent & personal data
Would your setup survive a privacy review?
12."Reject all" actually stops analytics cookies being set
Where to check: Open your site in a private window, reject cookies, then check DevTools → Application → Cookies for _ga
13.Consent Mode v2 signals are sent
Where to check: Tag Assistant: look for consent default and update commands
14.A consent banner appears before any tracking runs
Where to check: Load your site in a fresh private window
15.No email addresses or names appear in page URLs
Where to check: Reports → Engagement → Pages and screens, search for "@"
16.No personal data is sent in event parameters
Where to check: Admin → DebugView while testing forms and checkout
Insight activation
Is your data actually being put to work?
17.Key events (conversions) are configured and receiving data
Where to check: Admin → Events → Key events
18.Google Ads is linked and conversions are imported
Where to check: Admin → Product links → Google Ads links
19.Search Console is linked
Where to check: Admin → Product links → Search Console links
20.BigQuery export is on, so raw data is kept beyond GA4's limits
Where to check: Admin → Product links → BigQuery links
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