Analytics audit

Sample scope of web analytics audit on Google Analytics configuration and settings:

• configuration of GA account, services, views and filters
• goal/event configuration and conversion funnels
• integration with Google Ads/GSC accounts
• configuration of userID view, cross-domain tracking, configuration of domain tracking exclusions
• enhanced e-commerce configuration
• configuring session settings
• organic source configuration
• custom reports configuration
• data transfer configuration via measurement protocol
• access and user configuration
• recommendations for data collection
• recommendations on the use of custom variables
• recommendations concerning tracking events in the service
• recommendations for non-standard implementations and configurations
• verification of account capabilities in terms of data availability for attribution models
• analysis of system configuration in terms of undoing status data

Example scope of an analytics audit on Google Tag Manager configuration and settings:

• configuration of tags, rules and variables
• tag partner configuration
• configuration of access to containers
• verification of dataLayers and transmitted values (if any are defined)
• verification of the availability of userID within the data layer
• verification of availability of data within the infrastructure dataLayer, i.e. hosts, user locations, network infrastructure identifiers
• recommendation of tag configuration in terms of data flow security
• verification of integration with other tools (CRM, conversion optimization)