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Get the insights you need to accurately measure marketing performance
Marketing analytics will never be perfect, but you still need data you can trust. You don’t want to base your marketing decisions off of faulty data. Unfortunately, if your implementation is broken, it will lead to misguided insights.
Learn how to audit your GA4 properties so you can identify and fix configuration and tracking issues, while remaining compliant with privacy and consent standards. Make confident, data-informed decisions with insights you can trust.
Common GA4 problems this course will help you solve:
- Duplicate tracking: Is your site recording twice as much traffic as it should?
- Unassigned traffic: Why is valuable traffic ending up in the dreaded “Unassigned” channel?
- Missing conversions: Are form submissions or other key events not being recorded?
- Self-referral issues: Why is your own website showing up as a referral source?
- Data collection issues: Are you collecting personal information that violates privacy regulations?
- Uncertainty and doubt: Do you feel nervous making recommendations to stakeholders?
Make data-informed decisions with confidence
What you’ll learn
In this course, you’ll get step-by-step processes to audit and fix GA4 properties effectively. Learn the critical components of a proper GA4 setup, from foundational property configurations to advanced integration validation, making sure your data is accurate, reliable, and actionable.
Property configuration review
First, we tackle the foundational settings that determine how GA4 collects data.
- Identify property misconfiguration issues including time zones and currencies
- Detect and fix duplicate traffic problems
- Ensure proper cross-domain tracking setup
- Validate internal traffic filters and user access levels
Key event and conversion validation
Verify your most important metrics are accurate and reliable.
- Validate conversion setup and counting methodology
- Ensure proper attribution across channels
- Create appropriate reports for conversion analysis
- Set up monitoring for conversion tracking integrity
Integrations and data flow
Make sure your entire marketing tech stack is properly connected.
- Verify Google Ads, Search Console, and BigQuery connections
- Validate data consistency across platforms
- Ensure on-site search tracking is working correctly
- Check for staging/production environment data separation
Privacy and consent compliance
Navigate data privacy requirements with confidence.
- Check for missing or incorrect consent signals in GA4
- Ensure first-party data collection meets compliance requirements
- Verify no personal information is being collected
- Set up appropriate data retention policies
Tools and resources included
- GA4 Audit Dashboard for quick issue identification
- Complete audit checklist with recommended fixes
- Event parameter reference guide
- Campaign tracking guide and UTM Builder
“Dana DiTomaso is the only person I know capable of turning long sesquipedalian terminology and concepts totally fun, enjoyable and comprehensible. If you’re looking to learn something and you see Dana’s course or videos, WATCH HER FIRST before watching anyone else; you’ll be glad you did!”
Develop vital analytics skills
Perform a GA4 health check
After completing this course, you’ll have a framework to analyze any GA4 setup. You’ll know how to quickly identify major configuration issues and optimize your analytics configurations.
Spot red flags and diagnose issues
Strengthen your ability to identify minor and major issues within any GA4 account and how to prioritize them based on their importance and impact on data quality.
Implement solutions
Learn practical fixes for the problems you identify during your audit. For complex issues, you’ll learn how to build a business case for additional resources or technical support.
Build relationships and find support
Never audit alone again! Together, we’ll turn problems into progress. This is a judgment-free zone where you get guidance, encouragement, and access to a community that understands the challenges you’re facing.
Stop second guessing your data. Start trusting your reporting!
Who is this GA4 Audit course for?
People with some GA4 knowledge
Basic familiarity with GA4 interface and reports. If you’re new to GA4, we recommend starting with our ‘Practical GA4‘ course first.
SEOs and digital marketers
You rely on data to make informed decisions about your campaigns and to guide your next move. It is critical that you work from accurate information.
Agencies and consultants
If you manage setting up analytics and are not already offering GA4 audits as a service, here’s your chance to build a structured GA4 audit process and sharpen your skills while expanding your services.
Business owners and in-house teams
Your business depends on good data. Set yourself up for success with a reliable GA4 setup that gives you clarity and confidence to make informed decisions with data you trust.
I am so glad I found Dana! She is by far the most knowledgeable consultant I have worked with on building and improving our Google Analytics tracking strategy. Her expertise is deep and holistic, and she provided expert guidance on how to set up our tracking to align with our goals. I recommend working with Dana to any marketing team that is struggling to make the most of GA4 and gain better visibility into what’s working and what isn’t on their website.
Meet your GA4 Audit course instructor
Dana DiTomaso is a digital marketing veteran with over 20 years of experience helping businesses get the most from their analytics. As a sought-after speaker and trusted advisor on analytics implementation, Dana has developed auditing frameworks that identify and fix the most common (and uncommon) GA4 setup issues. Dana’s straightforward, practical approach to analytics focuses on solving real-world problems that affect marketing decisions. Her teaching style makes complex technical concepts accessible while providing actionable solutions.
Start auditing GA4 with confidence
Individual
21 video lessons
GA4 audit dashboard and checklist
GA4 event reference library
GA4 event parameter cheat sheet
GA4 campaign tracking guide and URL builder
Access to private Playbook community
Certificate of completion
Lifetime access
Free course updates
Volume discount
Team management:
- Designate team leader
- Add, remove, and update team members
- Oversee team performance
Team
21 video lessons
GA4 audit dashboard and checklist
GA4 event reference library
GA4 event parameter cheat sheet
GA4 campaign tracking guide and URL builder
Access to private Playbook community
Certificate of completion
Lifetime access
Free course updates
Volume discount
Team management:
- Designate team leader
- Add, remove, and update team members
- Oversee team performance
Frequently Asked Questions
If you’re new to GA4, we recommend starting with our Practical GA4 course to build your foundational knowledge. The GA4 Audit course is perfect as a follow-up to ensure your implementation is working correctly, or as a standalone course if you already have basic GA4 experience.
No. While some technical concepts are covered, the course is designed for marketers who may not have extensive technical backgrounds. We focus on practical problem-solving and provide clear steps for identifying and fixing issues.
Your GA4 property is the foundation of your marketing analytics – if it’s not set up correctly, you’re making decisions based on flawed data. Common issues like duplicate tracking, misconfigured parameters, or improper attribution can significantly distort your metrics, leading to misallocated marketing budgets and missed opportunities.
For example, we’ve seen businesses discover through audits that:
- Their traffic volumes were artificially inflated by counting the same events multiple times
- Significant portions of their traffic were incorrectly labeled as “Direct” instead of being properly attributed to marketing campaigns
- They had opened themselves up to potential fines by not setting up consent signals correctly in their consent management platform
Without a systematic audit, these issues can go undetected for months or even years, subtly undermining your marketing decisions. Even if your GA4 was professionally implemented, regular audits are essential as website changes, GA4 updates, and evolving privacy regulations can all impact data collection over time.
An audit isn’t just about finding problems—it’s about ensuring you can trust the data driving your business decisions.
You’ll have lifetime access to the course lessons and materials, including all future updates as GA4 evolves.
Google Analytics 4 will continue to evolve, but the auditing framework and principles we teach in this course will remain relevant. We regularly update the course content to reflect changes in GA4, and you’ll have access to all updates.
You’ll have access to our private Playbook community where you can ask questions and get help from fellow students and our team.
Absolutely! The systematic approach we teach makes it easy to deliver consistent, high-quality audits; which you can use to offer GA4 audit services to your clients.