Conversion Tracking and Web Analytics Audit
Advertising reports one number of leads, Google Analytics shows another, and your CRM records a third? I will audit GA4, Google Tag Manager, conversion events, and ad platform integrations to determine whether you can trust the numbers you rely on. A comprehensive PDF report with specific findings and prioritized remediation.
Dashboards display numbers. Rarely the same ones
Google Ads calculates conversions its own way, Google Analytics another, and your CRM or sales ledger produces a third count. When sources diverge, it becomes impossible to know which numbers to trust and how to allocate marketing budget.
Numbers do not match.
One dashboard shows 20 conversions, another 12, and the CRM has 15. Discerning the truth blindly is impossible.
Analytics was configured by someone else.
A web developer, prior contractor, or the CMS platform installed tags long ago. What they measure today and whether it is accurate has never been verified.
Budgets are allocated on guesswork.
When conversion tracking is inaccurate, decisions like 'this channel isn't working, turn it off' are based on faulty data. You risk disabling the exact campaigns that drove revenue.
The meters are already ticking. The question is whether they tell the truth
You can leave a home utility meter uninspected for years: it spins, numbers change, everything seems normal. Then a bill suddenly spikes, and it turns out the meter has been misreading for months. Analytics works the same way: GA4 and Google Tag Manager are installed, data flows, but that doesn't mean it's accurate.
This audit is a meter calibration: pinpointing where readings are accurate, where they drifted, and by how much.
Six areas where tracking errors most often hide
Google Analytics 4 setup
Whether GA4 is configured properly for your website and business: duplicate data prevention, internal and team traffic exclusions.
Google Tag Manager
What tags and triggers are actually deployed in the container, checking for conflicts, duplicates, or abandoned scripts.
Conversion events
Whether key events reflect genuine business inquiries: forms, calls, messenger clicks, order completions — and whether each action counts exactly once per real event.
Ad platform linkage & attribution
Whether conversions pass cleanly into Google Ads and other ad networks, which attribution model is selected, and whether it aligns with budget decision-making.
Data quality
Consent Mode settings, share of unassigned traffic, spikes from bots or internal QA testing.
Reality check
Whether analytics figures match what actually happens in reality: genuine leads, calls, and sales logged in your CRM or spreadsheet.
Signs you need this audit
- Google Ads, Google Analytics, and CRM show differing lead volumes, and it's unclear which to trust.
- Analytics was configured once (by a developer, contractor, or CMS plugin) and hasn't been audited since.
- You are planning to reallocate ad spend across channels and want to ensure your decision data is accurate first.
- You are preparing a business dashboard or AI automation over data and need clean figures as a foundation.
Not for you if
- There is no analytics on the site yet — you need initial configuration, not an audit. That is 'Analytics Setup'.
- You haven't launched advertising yet — start with a Diagnostic Session.
- You need an audit of the Google Ads account itself: campaigns, bids, search terms. That is the Google Ads Audit.
How the process works
Application
Reach out via Telegram or WhatsApp: describe your website, which advertising channels are active, and what defines a conversion in your business.
Read-only access
I send a step-by-step guide: read-only access to Google Analytics, Google Tag Manager, and ad accounts. Nothing can be modified with this access.
Analysis
I inspect GA4 settings, GTM containers, conversion events, ad linkages, and data health. If CRM or sales logs are available, I reconcile figures with reality.
Report
A PDF detailing findings in each audit zone, explained in clear business language, with prioritized fixes.
What you receive as deliverables
- PDF report: findings across six audit zones, explained in plain language, free of technical jargon.
- Each finding categorized by priority with actionable guidance for your developer, contractor, or yourself.
- A clear inventory of events and conversions you can trust immediately, and those that require correction.
- The audit changes nothing in your live accounts: access is strictly read-only.
Honest boundaries: the audit does not promise an automatic increase in leads — this is a diagnostic inspection, not a guarantee of sales. Refund terms are governed by the public offer.
Every budget decision rests on these numbers
Making decisions on unverified data is like relying on a broken thermometer: a reading is on the screen, but what it means in reality is anyone's guess.
Until tracking is verified, every budget decision is made blindly: you might cut a channel that was actually driving clients, or continue funding one that stopped working long ago. The audit reveals which figures you can rely on today, and which must be corrected before you make your next move.
Bundled with Google Ads Campaign Audit
If you order this audit together with the Google Ads Campaign Audit (€97), both together cost €164 instead of the full €497 sum. It is more affordable because much of the initial setup overlaps: access to the same accounts, review of the same conversion data. Conducting both concurrently eliminates redundant work.
The audit does not generate leads on its own — it shows which numbers you can trust. Resolving the identified errors is a separate step: in-house, with your contractor, or via an 'Analytics Setup' engagement.
Frequently Asked Questions
Verify whether you can trust the numbers you rely on
Conversion Tracking & Analytics Audit — €400. Bundled with Google Ads Campaign Audit — €164 instead of €497. PDF report with priorities within 4 business days after access.
Need a full picture of your entire marketing rather than just analytics? See Strategic Marketing Audit