GA4 audit: 24 checks, no access needed
A Google Analytics 4 audit you run by looking at your own admin. Each check is a real setting; each “no” tells you what it costs you and where to fix it. Every check weighs the same, and the score counts only what you have answered.
The 24 checks, in the order a consultant reviews them
Property basics
1. Is the property timezone the one your business reports in?
Admin → Property → Property details
2. Is the reporting currency set to the one you sell in?
Admin → Property → Property details
3. Is event data retention set to 14 months rather than the default 2?
Admin → Data collection and modification → Data retention
4. Is there one web data stream per site, with no duplicates or test streams left over?
Admin → Data collection and modification → Data streams
5. Have you decided on Google signals, on or off, on purpose?
Admin → Data collection and modification → Data collection
Data quality
6. Is internal traffic defined and its filter set to Active, not Testing?
Admin → Data streams → Configure tag settings → Define internal traffic, then Admin → Data filters
7. Are your payment gateway and your own domains in the unwanted referrals list?
Admin → Data streams → Configure tag settings → List unwanted referrals
8. If checkout or booking lives on another domain, is cross-domain measurement configured?
Admin → Data streams → Configure tag settings → Configure your domains
9. Are you checking for unwanted referral or bot traffic every month?
Reports → Acquisition → Traffic acquisition, filtered by session source
10. On single-page apps, is page_view sent once per view, not twice?
Data stream → Enhanced measurement → Page changes based on browser history events, checked against DebugView
Events and key events
11. Are your real conversions marked as key events, and nothing else?
Admin → Data display → Events → Mark as key event
12. Does each key event use the right counting method, once per event or once per session?
Admin → Data display → Key events → Counting method
13. Have you reviewed enhanced measurement rather than leaving every toggle on?
Admin → Data streams → Enhanced measurement
14. Do custom events follow one naming convention, lowercase with underscores?
Admin → Data display → Events
15. Are the event parameters you report on registered as custom dimensions?
Admin → Data display → Custom definitions
16. If you sell online, are view_item, add_to_cart, begin_checkout and purchase all firing with items and value?
Admin → DebugView while placing a test order
Integrations
17. Is Search Console linked to the property?
Admin → Product links → Search Console links
18. If you run Google Ads, is the account linked with auto-tagging on?
Admin → Product links → Google Ads links
19. Do all campaign links follow one UTM convention, lowercase and consistent?
Reports → Acquisition → Traffic acquisition, by session source / medium
20. Is the BigQuery export enabled, at least daily?
Admin → Product links → BigQuery links
Access and governance
21. Does your organization, not a freelancer or an ex-employee, own the account and the property?
Admin → Account access management
22. Are access roles reviewed, with Viewer as the default for anyone who only reads?
Admin → Property access management
23. If you serve EU visitors, is Consent Mode implemented and verified?
Admin → Data collection → Consent settings, and Tag Assistant
24. Do you check the change history when the numbers move unexpectedly?
Admin → Property → Property change history
Before you start
Does this audit connect to my GA4 account?
No. It asks you 24 yes-or-no questions about settings you can see in GA4 admin. Nothing is read from your property and nothing is stored: the answers live in your browser tab until you close it.
What does a GA4 audit check?
The settings that decide whether the numbers can be trusted: property basics such as timezone, currency and data retention; data quality such as internal traffic filters and unwanted referrals; events and key events; the links to Search Console, Google Ads and BigQuery; and who owns and can edit the property.
How often should I audit a GA4 property?
Once when you take it over, and again whenever the numbers move without a reason you can name. The change history check at the end is the one that catches most of those.
Settings named as they appear in GA4 admin on 3 September 2026. If Google moves one, the note is wrong until it is updated. Reporting on top of it: the GA4 report template and the Data Studio Pro checker.