Google Analytics Audit Checklist
Google Analytics Audit Checklist
General Items
- Document findings and action items from the audit
- Schedule regular audits (quarterly, bi-annually)
Account Structure
- Verify account access and permissions for users
- Check for multiple accounts and properties, consolidate if necessary
- Ensure correct account hierarchy is established
- Review account settings for accuracy (timezone, currency)
Property Settings
- Confirm property settings are correct (default URL, industry category)
- Check tracking code implementation on all pages
- Verify data retention settings are appropriate
- Ensure referral exclusions are set up correctly
View Settings
- Check for filters applied to views
- Confirm view goals are set up correctly
- Review e-commerce settings if applicable
- Ensure that site search tracking is implemented correctly
Tracking and Data Collection
- Validate all tracking codes on website using Tag Assistant
- Check if events tracking is implemented on key actions
- Verify that conversions are tracked accurately
- Ensure that UTM parameters are used consistently for campaigns
Reporting and Analysis
- Review standard reports for anomalies or unexpected trends
- Check dashboard configurations for relevance
- Ensure that custom reports align with business objectives
- Evaluate audience segmentation for insights
Data Quality and Integrity
- Analyze data consistency across different reports
- Check for bot traffic and spam referrals
- Review historical data for any inconsistencies
- Ensure that data sampling is minimized
Generated from Panda Checklist
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