Trace the setup behind the numbers.
Conversion tracking.Follow the signal.
Sarah reviews connected Google Analytics 4 and Google Tag Manager configuration to surface tracking gaps and questions worth investigating. Findings help you review the setup; they do not certify that every event fires correctly.
Connection requirementsWho this is for
Know what to investigate before you trust the report.
Marketing teams and measurement owners who use GA4 and GTM and need a structured review of the configuration behind their conversion reporting.
An example of the process, not a customer result.
Illustrative workflow
A GTM workspace contains changes that are not reflected in the published version.
Illustrative scene · Example workflow
Inspect the finding
Sarah surfaces the difference for investigation, with the available workspace and published-version context.
Inspect the configurationConfirm the intended setup
Your measurement owner decides whether the changes are ready, still in progress, or no longer needed.
Connect the evidenceTest before publishing
Use GTM preview and the relevant GA4 checks to validate the customer journey. The owner decides whether to publish and verifies the result afterward.
Test the journey
What you get
Tracking findings with supporting configuration details and an explanation of what needs investigation.
Checks for issues such as unpublished GTM changes and GA4 key-event configuration where the required evidence is available.
A review starting point for your measurement owner, with visibility into checks that need verification.
Connections and setup
- Connect Google Tag Manager and select the account, container, and workspace used by the website.
- Connect the matching Google Analytics 4 property for checks that depend on analytics configuration and event reports.
- Make the website publicly accessible so the audit can check for the connected container. Keep a measurement owner available for browser testing and investigation.
The handoff that matters.
The work moves.
You make the call.
What runs automatically
- The audit reads connected GTM configuration and, where available, GA4 property and event-report data.
- Scheduled audits can run weekly or every two weeks where configured. Checks that depend on unverified routing or unavailable sources can be skipped.
What you review and approve
- Review each finding with the person responsible for measurement and confirm the intended event behavior.
- Test changes in GTM preview and the relevant analytics tools before deciding to publish. An audit finding does not automatically create or publish a repair.
Meet the agents
Sarah leads this part of the story.
A connected team supports the work.
Give the measurement review a clear starting point
An unpublished workspace, a missing key-event setting, and an event absent from a report each need a different follow-up. The audit organizes the evidence so your team can investigate the specific setup instead of treating every reporting discrepancy as the same problem.
Limits to plan for
- This workflow supports Google Tag Manager and Google Analytics 4. An incomplete or mismatched connection limits the audit.
- Configuration and event reports do not prove that an event fires correctly for every browser, consent state, or customer journey.
- Findings require investigation. The audit does not certify revenue accuracy or replace testing by your measurement owner.
Common questions
Does the audit test a real checkout or lead form in a browser?
No. It reviews available website, GTM configuration, and GA4 report evidence. Your measurement owner still needs to test the real customer journey, including consent and browser behavior.
Will Sarah publish changes to my GTM container?
The audit surfaces findings for investigation. It does not automatically create or publish a repair. Review the intended change and complete your measurement testing before deciding to publish.
Why might a check be skipped?
Some checks depend on proving that the connected container and GA4 property match the website. Missing permissions, incomplete connections, or unverified routing can leave insufficient evidence to run a dependent check.
Explore the workflow
and connections
Your next chapter.
Give your measurement a closer look.
Review the plans and connection requirements, then request access for your site.