# GA4 and GTM audit checklist

VERQEN — www.verqenconsulting.com
Reading the interface is not auditing. Perform real actions.

## 1. Inventory (60–90 min)
- [ ] Every GA4 property and data stream, and which site feeds which
- [ ] Every GTM container: all tags, triggers and variables
- [ ] Every ads platform with a conversion import
- [ ] Every CRM field meant to hold source, medium, campaign, landing page
- [ ] Flag tags with no current owner

## 2. Classify every conversion (60 min)
For each conversion:
- [ ] What real-world action does this represent?
- [ ] Could it fire when that action did not happen?
- [ ] Classify: correct / wrong / duplicate / legacy
- [ ] Look specifically for a page-view conversion AND an event conversion for the same action

## 3. Real-action tests (2–3 hours)
Trace each one: Website -> GTM -> GA4 -> ads platforms -> CRM
- [ ] Form submission, end to end
- [ ] Purchase or signup, end to end
- [ ] The same submission with consent DENIED
- [ ] A journey crossing a domain or subdomain boundary
- [ ] Phone click, chat, booking, download where relevant

## 4. Configuration (60 min)
- [ ] Cross-domain linker configured for every domain in one journey
- [ ] UTM taxonomy exists and is enforced
- [ ] Share of sessions with (not set) or unassigned channel
- [ ] Self-referral share
- [ ] Internal traffic and bot filtering
- [ ] Data retention set to maximum available

## 5. Reconcile against the CRM (60–90 min)
Compare, in order:
1. [ ] Server-side submission count
2. [ ] GA4 conversions reported
3. [ ] GA4 conversions after de-duplication
4. [ ] CRM records created
5. [ ] CRM records with a resolvable source

Then decompose the gap into named contributors. Report the unexplained remainder.

## 6. Measurement plan
Define in writing, in business terms:
- [ ] What counts as a lead
- [ ] What counts as a qualified lead
- [ ] What counts as a customer
- [ ] What each is worth

## 7. Fix order
- [ ] Ship measurement fixes ONE AT A TIME, with a gap between
- [ ] Verify each change independently before the next
- [ ] Document what cannot be fixed (historical data, consent floor, attribution limits)