What's actuallybroken inyour GA4?
An honest tracking audit across GA4, Google Ads, and Meta, built by analytics specialists who do this for clients every day. Connect once and we'll surface the gaps that cost you measurable revenue.
Read-only access · Your CSVs stay in your browser · We don't track this site
The gaps
you can't see.
GA4 only shows what it records. A purchase it misses doesn't show up as an error, it just isn't there. That's why most broken setups look fine: the reports add up, they're just short.
And the longer it runs, the more your ad platforms learn from the wrong numbers. Smart Bidding optimises on the conversions it gets, not the ones you made.
Six audits,
one screen.
Each one turns into a health score, a list of fixes and a number for what the gaps cost. You'll know which numbers you can trust, which you can't, and what fixing them is worth.
Tracking Health
Is GA4 firing correctly? Configuration and data-quality checks on the property itself.
Consent
Does the cookie banner hold? CMP, Consent Mode v2, and what fires before and after a reject.
Data Layer
Does your shop send the ecommerce data GA4 and your ad platforms need? Missing events and fields, from product page to checkout.
Transaction Accuracy
Are orders captured with the right value? Purchase-event hygiene + GA4-vs-backend reconciliation when a CSV is uploaded.
Attribution & Channels
Where do customers come from? Source/medium coverage, (not set) traffic, UTM hygiene, and broken cross-domain.
Ad Platforms
Are paid channels measuring conversions correctly? Google Ads + Meta in one place.
What kinds of
issues we find.
Beyond surface-level checks: patterns built from years of debugging real GA4 setups.
Purchase events firing twice on Shopify thank-you page: Smart Bidding overcounts.
user_id missing on an authenticated Shopify store: cross-device attribution broken.
8.7% of sessions arrive as (not set): referral exclusion list missing payment gateways.
Google Ads imported conversion + direct conversion both firing: double-count risk.
50+ check patterns across GA4 configuration, ecommerce funnel completeness, attribution hygiene, consent posture, and ad-platform integration.
Specialists,
not generalists.
The GA4 Audit Tool is built by New North Digital, a Dutch analytics consultancy. We do this work for clients every day: server-side GTM, Consent Mode v2, BigQuery warehouses, Looker Studio, Lightdash, and the full Google Ads / Meta Ads stack.
The audit you run here is the same diagnostic we use to onboard new clients. It catches the issues we've learned to look for the hard way: Shopify checkout splits, payment-gateway self-referrals, Measurement Protocol payloads without page_location, stripped gclid parameters, refund-tagging gaps, and many more.
If a finding lands in a hard-to-solve zone, we offer optional implementation help. The tool itself stays free for the audit.
What we ask for,
what we store.
Read-only Google scopes
analytics.readonly: GA4 reports + configadwords: Google Ads conversions (when you open that tab)- No write scopes. Ever.
What stays private
- Backend CSVs: browser memory only, never written to our servers
- No individual visitor data is stored, only aggregates
- We don't run analytics on this site itself
Built for teams
that steer on data.
For you if
- You sell online or generate leads, and spend on Google Ads or Meta
- You steer on GA4 and on what your ad platforms report
- You suspect the numbers are off but can't say where
Less useful if
- Your site has no purchases or leads to measure
- You don't use GA4
Fixed it? Keep it fixed. Tag Monitor flags a broken tag within the hour.
Take a look
at your GA4.
~2 minutes to connect, ~40 seconds per audit. You'll have a list of fixes prioritised by impact before your next stand-up.
Freek KampenWeb Analytics Specialist