Is your tracking costing you sales? A 15-point self-audit

Most measurement problems don't announce themselves. Reports keep rendering, dashboards keep updating — the numbers are just quietly wrong, and budget decisions inherit the error. Work through this checklist honestly; each 'no' is a place where your marketing spend is being decided on incomplete data.

Collection: is the data arriving at all?

• —1. Do your GA4 purchase/lead counts reconcile with your shop or CRM within ~10%? If you've never compared them, start here.
• —2. Do you track conversions server-side or via conversion APIs, or only with browser pixels? Pixel-only setups lose Safari, iOS and ad-blocker traffic.
• —3. Is consent mode configured — and validated — rather than left on defaults that silently drop data in the EU?
• —4. Are bot and spam events filtered, so event counts aren't inflated?
• —5. Is the BigQuery export enabled? Without it you can't audit or rebuild history later.

Structure: can you trust what's collected?

• —6. Does a written measurement plan exist — the events you track and the decisions they inform?
• —7. Are event names consistent (purchase, generate_lead) rather than dozens of half-named one-offs?
• —8. Are the parameters you report on registered as custom dimensions?
• —9. Are your key events (conversions) marked and imported into Google Ads / Meta for bidding?
• —10. Is revenue deduplicated across pixels, server events and imports — or double-counted?

Decisions: does anyone act on it?

• —11. Do marketing and finance agree, roughly, on what a channel earned last month?
• —12. Can you compare attribution models, or do you only ever see last-click?
• —13. Do your dashboards show cost AND revenue per channel in one place?
• —14. When a number looks odd, can someone explain the pipeline behind it within a day?
• —15. Has anyone reviewed the whole setup in the last 12 months?

Scoring

12–15 yes: your foundation is solid — the wins are in attribution depth and activation. 8–11: you likely have specific, fixable leaks; prioritise collection issues (questions 1–5) first, because everything downstream inherits them. Under 8: your reports are directional at best, and your ad platforms are bidding on incomplete signals — fixing this usually pays for itself within a quarter.

If you'd rather not self-diagnose, we'll run this audit for you on your real setup — GA4, tags, server-side and dashboards — and send back concrete findings and a prioritised fix list. Free, no obligation.