Sample Audit Report

What your audit report looks like

This is a representative audit report for a mid-size e-commerce site. Your actual report will reflect your property's specific configuration and data.

C+

Overall Grade

Audit Summary

Your GA4 property has significant data quality issues that are actively impacting reporting accuracy. 23 critical and high-severity findings require immediate attention, particularly around consent mode implementation and e-commerce tracking.

143

Passed

Failed

Skipped

213

Total

Findings by Severity

Critical

High

Medium

Low

Score by Module

Property Config

25P / 3F / 2S

Tag & Consent

24P / 18F / 5S

UTM & Campaign

22P / 6F / 2S

Data Quality

C+

42P / 14F / 5S

E-commerce

D+

18P / 9F / 3S

BigQuery Parity

B-

12P / 2F / 1S

Critical & High-Priority Findings

CriticalTag & Consent

GA4 tag not firing on 12% of pages

The GA4 measurement tag (G-XXXXXXXX) failed to load on 14 out of 118 crawled pages. These pages are generating zero analytics data, creating a blind spot in your traffic and behavior reporting.

Recommendation

Verify that the GA4 tag snippet or GTM container is present on all page templates. Check for conditional loading logic that may be excluding certain page types. Common causes include missing tag on AMP pages, error pages, or recently deployed templates.

Affected: /checkout/confirmation, /blog/category/*, /account/settings

CriticalE-commerce

Duplicate transaction IDs detected

Found 847 duplicate purchase events with identical transaction_id values over the past 30 days. This is inflating reported revenue by an estimated 8.3% ($12,400) and corrupting conversion rate calculations.

Recommendation

Implement client-side deduplication by storing the transaction ID in sessionStorage after the first purchase event fires. Check for page reload handling on the order confirmation page. Ensure your dataLayer push only fires once per transaction.

Affected: /checkout/thank-you

HighTag & Consent

Consent mode default state not set before GA4 loads

The GA4 tag fires before the consent management platform sets the default consent state. This means the first pageview and any events before user interaction are sent without proper consent signals, which may violate GDPR and ePrivacy requirements.

Recommendation

Configure the default consent state using gtag('consent', 'default', {...}) in a tag that fires before the GA4 configuration tag. Ensure the CMP loads and sets consent before any measurement tags fire.

Affected: All pages

HighData Quality

(not set) values exceed 5% threshold in page_location

8.7% of events have (not set) as the page_location parameter value. This typically indicates GA4 tag misconfiguration where the page URL is not being captured correctly, making page-level analysis unreliable.

Recommendation

Check for custom page_location overrides in your GA4 tag configuration that may be passing empty or undefined values. Verify that single-page application route changes are being tracked with the correct page path.

Affected: SPA route transitions

HighUTM & Campaign

Inconsistent utm_medium values fragmenting channel reports

Found 7 variations of the same medium: 'email', 'Email', 'EMAIL', 'e-mail', 'newsletter', 'Newsletter', 'email-blast'. This fragments your email channel data across multiple rows in the traffic acquisition report.

Recommendation

Standardize UTM parameters to lowercase using a URL builder template shared across your marketing team. Consider implementing a server-side UTM normalization layer that lowercases and maps variations to canonical values.

Affected: N/A (campaign parameters)

Warnings & Optimizations

MediumProperty Config

Data retention set to 2 months instead of maximum 14 months

Your property data retention is set to 2 months. This limits historical data available for exploration reports and audience building. Standard reports are unaffected.

MediumData Quality

3 custom dimensions created but not receiving data

The custom dimensions 'user_type', 'membership_tier', and 'preferred_language' were registered but have received zero events in the past 30 days. This suggests a tracking implementation gap.

LowProperty Config

Google Signals not enabled

Google Signals is disabled, which limits cross-device reporting and remarketing audience capabilities. Enable it if your privacy policy and regional regulations permit.

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