The process of auditing Google Analytics involves examining your GA setup according to a checklist aimed at identifying any problems with accuracy, organizational issues, and overlooked opportunities. This post describes what to anticipate from a quality audit and how to leverage it for your business growth.

An increasing number of marketing teams are becoming distrustful of their data. As a matter of fact, 34% of CMOs lack complete trust in their marketing data. The issue? Marketing departments must demonstrate the effect and ROI of their campaigns more and more. However, the presence of unreliable data renders the process of making strategic decisions highly challenging.

To address this problem and restore faith in your analytics, the initial action is to carry out an audit. Your analytics should be examined in an audit for all aspects, ranging from configuration to data accuracy. The result you want is to have your sales and marketing team regain trust in your web analytics. Then, they can utilize it to capitalize on existing sales momentum or experiment with new strategies to drive growth.

However, if this is your first time commissioning a Google Analytics audit, it can be difficult to know what to expect. That’s the reason I want to assist you with this piece. This isn’t just another checklist article detailing how to conduct an audit (though I do suggest some useful resources on that later!). This is directed at marketing managers and business leaders to help them gain a clearer understanding of what to expect from an audit, whether it is commissioned internally or through an agency.

I established Webxbyte to assist reputable brands in utilizing their web analytics effectively, enabling them to make sales and marketing decisions based on data. We utilize our proven framework for conducting audits of Google Analytics. We assist organizations in implementing Google Analytics governance to enhance their overall confidence in data, resulting in improved productivity and greater online profitability.

Google Analytics audit

An audit of Google Analytics involves examining the setup and configuration of a website’s Google Analytics. An audit examines the accuracy, relevance, and organization of web analytics data.

It is best to have a specialist carry out an audit of the Google Analytics account for a company. A common error I’ve noticed is that managers assign the task to either a junior employee or a web developer. This symptom indicates a broader problem: web analytics are often regarded as an afterthought. A robust data strategy is essential for making Google Analytics usable by marketing teams—don’t underestimate its importance.

For smaller businesses that have fewer resources and data inputs, conducting an internal audit may be effective. If you fit this description, I’ve put together some helpful resources.

How can you guarantee that your Google Analytics audit highlights business threats and opportunities?

To maximize the benefits of your Google Analytics audit, ensure you comprehend the business context before initiating the audit. Without clarity on the KPIs or objectives your data aims to measure, you will struggle to evaluate the tool effectively.

For your audit to have the greatest impact possible, consider precisely what you are trying to measure and accomplish. Elaborate on which metrics will serve as your main KPIs and which will aid in overall assessment. During the discovery phase, examine the current and target user journeys and consider how improved data could boost your performance.

At the start of the audit, a measurement plan should be created that details the specific measurement KPIs and metrics.

When the person conducting the audit understands these objectives, they can delineate a course of action for leveraging Google Analytics to assess website value and identify optimization opportunities.

What is the best way to implement your Google Analytics audit?

A common major error is that after an audit is completed, the company fails to put the recommended actions into practice.

This is often due to the way the information is presented. It can be difficult to persuade stakeholders of necessary changes and to invest in implementing those changes. This is why it’s crucial to focus on the business benefits an audit will bring.

Having a clear roadmap, which should be included in your final audit document, is a terrific way to visualize how and when the improvements from the audit will be implemented.