- Full GA4 property configuration review including data streams, measurement settings, and key event definitions
- GTM container audit covering triggers, variables, tag sequencing, and workspace hygiene
- Conversion event validation: every event checked against your actual conversion funnel, not just tag presence
- Attribution path trace with documented self-referral loops, UTM stripping points, and cross-domain gaps
- Consent mode V2 compliance check with specific remediation steps for each failing configuration
- Ad platform data import review: Google Ads, Meta, and LinkedIn conversion import accuracy against GA4 source events
- Prioritized remediation roadmap with severity ratings, effort estimates, and implementation instructions
AI-Powered Audit
GA4 Audit
Your GA4 is recording events. That is not the same as accurate data. A structured audit surfaces what is broken, what is missing, and what it is costing your pipeline.
Get Your GA4 Audit
For post-Series A SaaS • 5-day turnaround
🔒 Read-only access only. No GTM publishing required.
Read-only access
No credentials shared
Zero live disruption
No GTM publishing
5-day turnaround
Prioritised findings report
Your data stays yours
No third-party exports
What Is Broken
GA4 records activity. It does not guarantee accuracy.
Most GA4 implementations are the product of a migration, an agency handoff, or a developer who configured events based on a brief they did not fully understand. The tags fire. The data comes in. Nobody audits the logic.
Conversion events miscounted by two or three percent compound into attribution models that systematically misroute budget. Your Google Ads platform reads inflated conversion data and adjusts bids upward on channels that are not actually converting. You scale spend on a signal that does not reflect reality.
Server-side events drop during consent mode transitions. Cross-domain sessions reset attribution to direct. UTM parameters get stripped by redirects before GA4 ever sees them. None of these failures produce error messages. GA4 keeps reporting.
What This Is
A structured review of your entire analytics stack, not a tag-presence check
Event Accuracy
Every conversion event in your GA4 property is validated against your actual business logic. Pageview-based conversions, duplicate triggers, and misfired events are all documented with reproduction steps.
Attribution Tracing
We trace session source through your full channel path: UTM parameters, referral exclusions, cross-domain tracking, and self-referral loops. Each attribution gap is mapped to a specific revenue estimate where data allows.
Consent and Privacy Compliance
Consent mode V2 configuration, cookie consent banner integration, and datastream privacy settings are reviewed against current GDPR and CCPA requirements. Gaps that introduce legal exposure are flagged separately from tracking gaps.
What We Deliver
A findings report built for engineers and execs
Every finding is rated by business impact, not just technical severity. Your engineering team gets reproduction steps and implementation instructions. Your exec team gets a prioritized remediation roadmap with revenue context.
Who This Is For
Built for companies spending on paid without clean attribution
If your marketing budget is above $30K per month and your attribution reporting does not have an owner who reviews it weekly, you are running on broken signal.
Company Stage
Post-Series A/B SaaS
Scaling paid acquisition without a dedicated analytics engineer. GA4 was set up during seed stage and has not been audited since.
Current State
Running paid media blind
Google Ads Smart Bidding is optimizing on a conversion signal that includes form re-submissions, thank-you page reloads, or other non-conversion events.
Trigger
Migrated from UA to GA4
Universal Analytics migration introduced data layer mismatches, duplicated tags, and attribution model differences that were never reconciled.
Team Context
No internal analytics owner
The developer who set up GTM is no longer at the company. Marketing relies on agency reports that do not cross-reference raw GA4 data.
Risk Exposure
Privacy compliance uncertainty
Consent mode was configured once and never validated. GDPR and CCPA exposure from misconfigured consent signals creates regulatory risk alongside measurement risk.
Industry
High-volume e-commerce or B2B
Transaction volume above 500 events per day means small configuration errors compound into large attribution distortions at reporting scale.
The Process
Four steps. No shared passwords. Delivered in under 10 days.
The audit is read-only. We never publish changes to your GTM container or modify your GA4 property during the review phase.
Access Review
Read-only access to your GA4 property and GTM container via Google account delegation. No shared passwords. Scope confirmed in writing before we begin.
Signal Mapping
Every event is mapped against your conversion funnel and business model. We identify what should be tracked, what is misconfigured, and what is missing entirely.
Attribution Trace
Sessions, sources, and conversions are traced through the full attribution path. Cross-device gaps, self-referral loops, and UTM stripping are documented with specific impact estimates.
Report Delivery
A prioritized findings report with severity ratings, implementation instructions, and a remediation roadmap. Fix it in-house or engage Waftr for the implementation phase.
Outcomes
What clean signal enables that broken signal prevents
An accurate GA4 implementation is not a reporting improvement. It changes how your paid channels bid, how your team allocates budget, and how your board reads growth.
0%
of GA4 properties audited have at least one conversion event with a configuration error
0%
average attributable revenue impact from broken paid channel attribution signals
0-7 days
standard audit delivery timeframe for most SaaS and e-commerce stacks
0%
read-only access only. No GTM publishes or GA4 changes made during audit phase
After remediation, your Google Ads Smart Bidding strategy optimizes on events that represent actual conversions. Budget shifts toward channels that produced revenue, not channels that produced pageviews that happened near form submissions.
Your GA4 data becomes a foundation for BigQuery export, Looker Studio reporting, and eventually predictive modeling. None of those downstream systems can produce accurate outputs from a corrupted datastream.
An internal link to our GA4 implementation service explains how we build the remediation layer once the audit identifies what needs fixing. You can also review our GTM consulting service for container-specific remediation work.
FAQ
Common questions about the GA4 audit
A GA4 audit checks event configuration accuracy, conversion tag firing logic, data layer integrity, channel attribution paths, cross-domain tracking, and consent mode implementation. Each finding is rated by business impact, not just technical severity. We check the entire signal path from user interaction to GA4 report, not just whether tags are present in the container.
Most audits are completed within 5 to 7 business days. Complex stacks with multiple ad platforms, cross-domain setups, or e-commerce data layers may extend to 10 business days. You receive a full findings report, not a summary deck. Delivery timeline is confirmed in writing before we begin based on your specific stack.
No. The audit is entirely read-only. We review your GTM container, GA4 property, and datastream configuration without publishing changes to any live environment. Any remediation work is handled as a separate engagement with explicit approval at each step before anything is modified or published.
Automated audit tools check for missing tags and basic configuration errors. They do not assess attribution logic, data layer schema accuracy, consent compliance, or the accuracy of conversion event definitions relative to your actual business model. Waftr's audit is manual and context-specific. We review your conversion events against your actual product, not a generic checklist.
You receive a prioritized report with severity ratings and implementation instructions. You can implement fixes yourself using the report, or engage Waftr for a remediation implementation sprint. There is no obligation to continue after the audit delivery. Most clients run the remediation in-house for minor issues and engage us for attribution and consent mode fixes that require GTM container changes.
Get Started
Get your GA4 audit
Tell us about your stack. We confirm scope within one business day and begin within three. No discovery calls. No proposal decks.