DATA Inspector 
Google Analytics Audit Tool
How good is your data, really?
Ensure the accuracy and reliability of your Google Analytics data with our cloud-based audit tool. Quickly assess and monitor your data’s health to prevent small issues from becoming significant problems.
Data quality can make or break your marketing efforts. Attribution, bidding strategies, retargeting, AI modelling, ROI and ROAS calculations all depend on trustworthy data. Then there is the dreaded personal identifiable information (PII). Collect that in your Google Analytics account and you not only break Google’s terms, but your business is at risk of litigation.
Take control and get on top of your data
Quickly scan for data quality and data governance issues within complex Google Analytics setups. Complete high-volume audits in minutes.
Get started in 3 easy steps:
- Connect your Google Analytics account securely.
- Select the property and data stream you wish to audit.
- Run the audit and receive a comprehensive report in minutes.
Super Fast Audits
Quickly spot data quality and data governance problems, before they become serious.
AI-Powered PII Detection
Integrated Google AI technology to detect personal data in your Google Analytics property. PII details.
Monitoring & Alerts
Decision Tree Logic
Traffic light scoring allowing you to prioritise fixes. Set your own trigger thresholds.
Report API
Integrate our audit checks within your own reporting platform with our API.
Regain Trust in Your Google Analytics
Check for Personal (PII) data; Duplicate data; Missing data; Inaccurate data; Incorrect data.
Audit data flow:
Smart Features that Make a Difference
The DATA Inspector is designed for agencies, consultants, or in-house teams overseeing multiple Google Analytics properties or requiring advanced features like API access and detailed PII checks. We also offer a Free version for you to try out – all data checks, no expiry.
Dedicated Projects
Description
Easily organise and manage your Google Analytics audits by setting up a dedicated project for each data stream – whether web or app. For example, a site with three data streams would use three separate projects to keep results clearly segmented.
Projects are quick to configure and typically complete within minutes, enabling you to alert your team promptly and implement fixes faster.
Key features
Unlimited audits – at a fixed cost.
Manage multiple reusable projects.
Audit any data stream (Web, iOS, Android, any)
Create, edit and re-use projects as you go.
Unlimited users – access for colleagues/clients.
Scalable & Fast
Description
When you’re searching for anomalies in large datasets, both table size and speed matter. Our rapid daily audits provide broad coverage to catch the vast majority of issues – while presenting the results in a way that makes root-cause analysis easier.
For more targeted insights, especially when reviewing specific custom dimensions in Google Analytics, smaller table sizes are used to keep processing fast without sacrificing relevance.
Key features
30,000 rows taken as follows:
The top 10,000 rows by volume.
The middle 10,000 rows by volume.
The bottom 10,000 rows by volume.
For custom dimensions, 100 rows each.
PII Global checks plus 39 specific country checks.
AI-Powered PII Detection
Description
We leverage Google’s Sensitive Data Protection API to intelligently detect suspected personal data (PII) within your audit results—without ever compromising privacy.
Verified Data never stores or exposes personal information – we simply flag the issue so you can review and resolve it safely. The original data always remains within your Google Analytics property.
Key features
All data processing occurs exclusively within the EU.
Potential PII matches are hashed and labeled as “scrubbed” during processing.
Verified Data never stores or exposes personal information.
Monitoring & Alerts
Description
Schedule audits to run automatically and receive email alerts whenever anomalies are detected, such as collected personal information. This ensures ongoing data integrity and allows your team to respond quickly before issues impact reporting or decision making.
Key features
Run audits on-demand, or schedule.
Monitoring – schedule your audits daily/weekly/monthly.
Alerts via email when something changes (Slack coming soon).
Historical audits saved so you can track change.
API & CSV Access
Description
Integrate audit results into your existing reporting tools for seamless data analysis.
Key features
API access to all results – current and historical.
CSV results – file export per audit.
* The Free account is for a single web data stream, includes API queries up to 1000 rows, custom definitions (10 rows), and all global PII checks.