Google Analytics Audit Checklist

A structured checklist for auditing Google Analytics configurations across client accounts, ensuring alignment with Google Ads conversion tracking and maximizing event-level visibility.

Background

During the ^[1], Mark noted that Google Analytics provides deeper event granularity than Google Ads alone — for example, Google Ads may surface a vague conversion label like "local actions / other engagements," while Google Analytics can reveal the specific underlying event (e.g., a user viewing business hours, checking reviews, or bookmarking a location). Keeping both platforms aligned ensures the team can accurately interpret conversion data before client calls.

Mark tasked Anup with completing this audit across all managed accounts, tracked via ClickUp.

Checklist

1. Account Linkage

[ ] Google Analytics property is linked to the correct Google Ads account
[ ] Auto-tagging is enabled in Google Ads
[ ] Google Ads cost data is importing correctly into GA

2. Conversion Goal Alignment

[ ] All active Google Ads conversion actions have a corresponding GA event or goal
[ ] No conversion actions are marked "Needs Attention" or "Inactive" without a documented reason
[ ] Conversion action categories are meaningful and consistently named (avoid generic labels)

3. Event Tracking & Granularity

[ ] Key site events are tracked (form submissions, phone clicks, direction requests, etc.)
[ ] "Local Actions" conversions (e.g., Get Directions, View Hours, Save to Maps) are mapped to specific GA events where possible
[ ] E-commerce tracking enabled for relevant clients (purchases, add-to-cart, checkout steps)

4. Audience & Segment Configuration

[ ] Remarketing audiences are defined and publishing to Google Ads
[ ] Key segments exist for converting vs. non-converting users

5. Data Integrity

[ ] Internal traffic (agency IPs) is filtered out
[ ] Bot filtering is enabled
[ ] Hostname filters are in place to exclude spam referrals
[ ] Date of GA property creation / major configuration changes is documented

6. Reporting Views / Data Streams

[ ] At least one clean reporting view exists (GA4: confirm data stream is active)
[ ] Goals / conversions are firing correctly — verify with real-time or DebugView
[ ] UTM parameters are being used consistently in campaign URLs

Notes on Specific Conversion Types

"Local Actions / Other Engagements" (Google Ads)

This label covers a range of Google Business Profile interactions including:
- Viewing business hours
- Viewing photos
- Reading reviews
- Bookmarking/saving a location

These are considered intent signals and should be treated as meaningful soft conversions. Use GA to drill into which specific actions are driving volume. See ^[2] for the original context where this came up.

^[2] — first account where "Local Actions" ambiguity was flagged
^[3] — companion optimization work happening alongside analytics audits
^[4]