How to Audit Your Analytics Setup: A Complete Checklist for Small Businesses
Why You Need an Analytics Audit
Even if you think your tracking is “fine,” most websites have hidden issues such as duplicate tags, missing conversions, or inaccurate attribution. To understand the full scope of what a healthy setup looks like, refer to The Ultimate Guide to GA4 and Web Analytics for Small Businesses.
An audit helps you uncover these problems before they cost you money.
Step 1: Confirm GA4 Is Installed Correctly
Start by checking whether GA4 is working on every page. Do this once.
What to check:
- GA4 installed through Google Tag Manager (recommended)
- No duplicate GA4 tags in the site code
- Measurement ID matches your GA4 property
- Enhanced Measurement is enabled
- DebugView shows clean, consistent data
If GA4 is installed incorrectly, everything else in your analytics system becomes unreliable.
Step 2: Review Your Google Tag Manager Setup
GTM is the easiest way to manage tracking, but only if it’s configured properly.
Audit checklist:
- Only one GTM container is installed
- GA4 Configuration Tag firing on all pages
- No outdated Universal Analytics tags
- No unused or broken triggers
- Clear naming conventions for tags and events
- Preview mode shows events firing correctly
If you're running Google Ads, GTM should also handle your conversion tracking.
Step 3: Verify Conversion Tracking
Conversions are the heart of your analytics system. Without them, you’re flying blind.
Check that you’re tracking:
- Contact form submissions
- Phone number clicks
- "Get a Quote" button clicks
- Appointment bookings
- Newsletter sign-ups
- Lead magnet downloads
For Edmonton businesses running paid ads, accurate conversion tracking is essential for lowering cost-per-lead.
Step 4: Test Form Tracking Thoroughly
Forms are the primary lead source for most service‑based businesses.
Audit steps:
- Submit each form yourself
- Check DebugView to confirm the event fires
- Ensure the correct event name is used
- Verify that the event is marked as a conversion
- Confirm that the form type is captured (optional but valuable)
If your forms use AJAX or don't redirect to a thank-you page, GTM is required for reliable tracking.
Step 5: Check Phone Call Tracking
Many small businesses underestimate how many leads come from phone calls.
Audit checklist:
- Click-to-call tracking enabled
- Event fires when users tap your phone number
- Event marked as a conversion
- Google Ads call tracking enabled (if applicable)
Phone calls often convert better than forms, so tracking them is crucial.
Step 6: Review Google Ads and GA4 Linking
If you run Google Ads, your accounts must be properly connected.
Verify:
- GA4 linked to Google Ads
- Conversions imported into Google Ads
- Auto-tagging enabled
- Audiences shared between platforms
This ensures accurate bidding and better campaign optimization.
Step 7: Check Search Console Integration
Search Console provides essential SEO insights.
Audit steps:
- GA4 linked to Search Console
- Property verified
- Performance data flowing
- Queries and pages visible in reports
This helps you understand how your website performs in Google search.
Step 8: Review Your Dashboards and Reporting
A strong analytics setup includes clear, visual reporting.
Check for:
- Looker Studio dashboard connected to GA4
- Traffic, conversions, and lead sources displayed
- Google Ads and Search Console integration
- Monthly reporting schedule (optional)
Dashboards turn raw data into actionable insights.
Step 9: Evaluate Data Accuracy
Finally, ask yourself:
- Do the numbers make sense?
- Are conversions too low or too high?
- Are events firing unexpectedly?
- Are there unexplained traffic spikes?
- Do Google Ads and GA4 disagree significantly?
If something feels off, it usually is.
Final Thoughts
A complete analytics audit ensures your data is accurate, your conversions are tracked, and your marketing decisions are based on reality, not assumptions. For Edmonton businesses competing in crowded markets, a clean analytics setup can dramatically improve your Google Ads performance, SEO strategy, and overall lead generation.
Need help navigating your digital strategy? At Alberta Web Craft, we specialize in helping businesses build high-performing websites that rank. Whether you need an SEO audit or a full site build, we’re here to help you own your piece of the internet.