Overall Grade
Audit Overview
Sample Retail Brand
sample-retail.example · G-XXXXXXXXXX
Baseline config is solid. Consent sequencing, ecommerce funnel gaps, and attribution leakage are corrupting the numbers leadership sees.
178
Passed
78% of all checks
30
Failed
13% of all checks
18
Warnings
8% of all checks
Findings(30)
Audit Snapshot
Key metrics at a glance
~18 to 23%
Revenue at risk
from duplicate purchase events
~32%
Sessions misattributed
direct / (none) or payment referral
79%
Checkout pages untracked
no GA4 tag on /checkout/*
Live
Data freshness
142k events in last 24 h
Module Scores
Executive Summary
Key Insights
- GA4 is blind to 79% of the checkout funnel. The most critical revenue-generating pages are untracked.
- Reported revenue is overstated by 18 to 23% due to duplicate purchase events, directly corrupting ROAS and Smart Bidding signals.
- 1 in 4 paid sessions lose attribution before hitting GA4, masking the true ROI of paid and email campaigns.
- Staging traffic and internal IPs contaminate production data. Conversion rates are overstated by an estimated 5%.
Priority Actions
- TC-004 · Add GA4 tag to all /checkout/* pages
- EC-011 · Fix duplicate purchase event, gate with session flag
- DQ-021 · Add PayPal & Stripe to referral exclusions
- TC-001 · Move consent default call before GA4 config
- TC-018 · Fix malformed dataLayer on listing pages
- UTM-008 · Fix redirect chain stripping UTM params
- DQ-008 · Create internal traffic filter
- DQ-038 · Add hostname filter to exclude staging
- EC-018 · Add checkout step events for funnel analysis
- DQ-019 · Implement User ID for authenticated sessions
- TC-012 · Upgrade CMP to Consent Mode v2
- PC-018 · Enable BigQuery export
Top 5 Critical Fixes
- 1Add GA4 tag to all checkout pagesTC-004Critical
79% of your funnel is invisible to GA4. Every conversion metric you see is wrong.
Estimated effort: 1 to 2 hours
- 2Fix duplicate purchase eventEC-011Critical
Revenue is overstated 18 to 23%, directly corrupting ROAS and automated bidding.
Estimated effort: 2 to 4 hours
- 3Exclude PayPal & Stripe from referralsDQ-021Critical
8.7% of sessions are attributed to payment processors, not actual marketing channels.
Estimated effort: 15 minutes
- 4Reorder consent mode initialisationTC-001High
Data may be collected before consent is granted, which is a GDPR compliance risk.
Estimated effort: 1 hour
- 5Fix redirect chain stripping UTM paramsUTM-008High
23% of paid and email sessions report as direct, understating campaign ROI.
Estimated effort: 2 to 4 hours