Audit your Google Analytics

Verify Your Data Quality For Accuracy & Compliance

Fully audit your Google Analytics Data, sanity check its structure and accuracy, have confidence you have not collected any personal information – all in a matter of minutes, with nothing more than a few clicks.

Verified Data is a cloud-based tool that comprehensively audits your Google Analytics data with drill-down checks and “decision tree” logic to identify problem areas, such as:

  • The collection of personal information.
  • Duplicate counting – duplicate tracking pixels, duplicate transactions.
  • Rogue counting – ghost accounts you are not aware of.
  • Pollution – inaccurate data from e.g. robots, spammers, test users, staff etc.
  • Misconfiguration – wrong filters, poor segmentation, incorrect Adwords linking, missing e-commerce variables.
  • Audits both Universal Analytics and GA4.

All checks are free for a single Google Analytics property – and you can re-audit as often as you wish.

What Gets Audited

  • Account Structure & Access – Good data governance begins with your account structure and access permissions. Too many properties puts a strain on your compliance obligations. Too many users with inappropriate access creates a business risk. This section of checks provides an overview of your account structure, access, and data volume levels, with checks to highlight.
  • Campaign Tracking – Campaign accuracy is all about setting consistent and clear utm_parameters on your landing pages. For example: email, Email, email are all considered unique by default in Google Analytics reports – its hard to understand the impact of your email marketing if this happens! This section of checks looks for missing parameters, crisscrossing sources with mediums, and the poor use of parameter names can all cause havoc with measuring performance.
  • Custom Definitions – Following a pageview, the next important thing to track is a visitor’s engagement within a page. That said, not all events are useful (e.g. video “seek” or “pause” clicks), so it is important to keep control and not generate noise. This section checks if things are manageable and warns you if your are close to the GA4 system limits – either free or GA360.
  • Data Validity – This section of checks is a catch-all for multiple sanity checks to help you keep in control of your data. For example, reviewing your view filters, checking for data noise and spam referrals. It will also highlight any mixed cased issues, self referrals, orphaned pages, and mixed domain and data sources.
  • E-commerce Tracking – Duplicate transactions are the most common problem for e-commerce tracking and Verified Data makes a priority of discovering these. In addition, this section checks for suspicious revenue values as well as order quantities. It sanity checks your sales funnel for missing stages and their appropriate decay – for example, the checkout stage should be less than the add_to_cart stage. It also reviews that product dimensions are set.
  • GA4 Specific Checks – Although most audit checks are very similar to Universal Analytics, GA4 has a very different setup and approach to Universal Analytics. This section is dedicated to specifics of GA4.
  • Goal Setup – Goals are an extraction of existing reported data – a great way to bubble up important numbers when a “conversion” is relevant.
  • Google Ads – In your project settings, you can define your site as one of the following: Ads running; Ads paused, or Not an Advertiser. Once defined, this section checks for the appropriate data. For example, if you have paused Ads or you are not an advertiser, there should be no Ads data. If there is, you will want to know about it.
  • Personal Information – Smart algorithms search for suspected personal identifiable information (PII) in your reports. Any found are flagged and labelled with a probability match. The match item is “scrubbed” during processing and therefore NOT stored by Verified Data.Suspected samples contain the word “scrubbed-xxx”, where xxx corresponds to a match type described in the PII Reference Guide.

Is There a Paid Version?

Yes. If you are an agency, consultancy, or an in-house team that manages multiple Google Analytics properties,

take a look at the paid version of Verified Data. You upgrade within your account.