---
title: Google Analytics Audit Checklist
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-07-ad-review-call-92342075.md
tags:
- google-analytics
- google-ads
- audit
- conversion-tracking
- web-analytics
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[raw/2025-10-07-ad-review-call-92342075|Ad Review Call (Oct 2026)]], 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 [[clients/adavacare/_index|Adavacare]] for the original context where this came up.

---

## Related
- [[clients/adavacare/_index|Adavacare]] — first account where "Local Actions" ambiguity was flagged
- [[knowledge/advertising/google-ads/bid-strategy-optimization|Bid Strategy Optimization]] — companion optimization work happening alongside analytics audits
- [[knowledge/advertising/google-ads/conversion-tracking-setup|Conversion Tracking Setup]]