Data Integrity

  1. Data Streams Setup:

    • [ ] Confirm that all relevant data streams (web and app) have been correctly added to the same GA4 property. This enables leveraging the connected user functionality.
    • [ ] Ensure that your website and mobile app are analyzed within a single property. This allows using the GA4 property as a roll-up property, simplifying traffic tracking across different data sources.
  2. Event Tracking and Configuration:

    • [ ] Verify that essential events (such as page views, clicks, form submissions, etc.) are being tracked accurately.
    • [ ] Review custom events and parameters to ensure they align with your business goals.
    • [ ] Check if enhanced measurement features (like scroll tracking, outbound link clicks, site search, etc.) are properly configured.
  3. User Properties and User-ID Setup:

    • [ ] Set up user properties to segment and analyze user behavior effectively.
    • [ ] Implement User-ID tracking if applicable (for cross-device tracking).

Data Quality

  1. Data Consistency and Accuracy:

    • [ ] Cross-check data between GA4 and other analytics tools (if available) to ensure consistency.
    • [ ] Validate that data discrepancies are minimal and within an acceptable range.
  2. Custom Dimensions and Metrics:

    • [ ] Review custom dimensions and metrics to ensure they provide meaningful insights.
    • [ ] Confirm that custom dimensions and metrics align with your reporting requirements.
  3. E-commerce Tracking (if applicable):

    • [ ] Verify that e-commerce events (product views, add to cart, transactions (purchases), etc.) are correctly implemented.
    • [ ] Check if product and transaction data is accurate.
  4. Data Retention Settings:

    • [ ] Adjust data retention settings based on your organization’s needs and compliance requirements.

Data Maturity

  1. Conversion Tracking and Goals (new name: Key Events):

    • [ ] Define and set up key events (e.g., form submissions, sign-ups, purchases).
    • [ ] Monitor goal completions and optimize accordingly.
  2. Audience Building:

    • [ ] Create relevant audiences (based on behavior, demographics, etc.) for targeted marketing efforts.
    • [ ] Explore audience insights and adjust strategies accordingly.
  3. Enhanced Reporting and Insights:

    • [ ] Utilize GA4’s advanced features, such as explore reports, cross-platform tracking, and machine learning insights.
    • [ ] Setup a custom Looker Studio dashboard to provide a thorough review of website metrics and key events.
    • [ ] Regularly review reports and dashboards to extract actionable insights.

Additional Considerations

  1. Attribution Models:

    • [ ] Set up attribution models to understand the impact of different touchpoints on conversions.
  2. Google Signals:

    • [ ] Configure Google Signals to track users across devices and platforms.

Remember that auditing a GA4 property involves reviewing several reports and account settings. While automated tools can help, manual checks are essential to ensure data accuracy and quality. Regularly revisit this checklist to keep your GA4 implementation in top shape!