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Analytics & Attribution

Your marketing data is probably wrong. Let's fix it.

Most SMBs are making marketing decisions based on broken GA4 setups, misfiring events, and attribution models that haven't been touched since someone set them up two years ago. Our Analytics Audit finds every gap — and gives you a clean-data implementation plan you can actually execute.

Get Your Analytics Audit See How It Works
The Problem

You can't optimise what you can't accurately measure.

The uncomfortable truth about SMB analytics: most GA4 setups are broken in at least one important way. And broken data doesn't just fail to help — it actively misleads you into making the wrong calls.

Key conversion events that aren't firing correctly mean you're optimising for proxy metrics instead of the thing that actually matters to your business.
Internal traffic from your own team inflating your session counts and skewing every metric you look at — and you may have no idea it's happening.
Attribution chaos: UTM parameters inconsistently applied, direct traffic overrepresented, paid channels under-credited. Your channel ROI numbers may be completely wrong.
GA4's default setup misses most of what's valuable. Cross-domain tracking, enhanced ecommerce, custom events — all require configuration that rarely happens at launch.
Data retention set to 2 months by default. Unless you changed it, you're losing historical data you'll never get back.
How It Works

What we actually do.

01
Access & Setup
We request Editor-level access to your GA4 property (required to see full configuration, not just reports). You share your key conversion events, any other analytics tools in use, and a list of recent campaigns so we can check attribution.
02
Configuration Audit
We systematically check every layer of your GA4 setup: measurement ID installation across all pages, data streams, internal traffic exclusions, cross-domain tracking, data retention settings, Google Ads and Search Console linking, and key event configuration.
03
Event Tracking Audit
We verify that every event you care about is actually firing correctly — and that the data it's sending (page, source, campaign, value) is accurate. We use GA4's DebugView and Realtime reports to catch misfires that don't appear in standard reports.
04
Attribution Analysis
We review your UTM parameter usage across channels, identify where direct traffic is overrepresented (usually a UTM problem), and check whether your paid and organic channels are being credited accurately. We also flag any cross-device or cross-session attribution gaps.
05
AI-Powered Synthesis
We run the full audit findings through Claude using the analytics-tracking skill. The output is a prioritised fix list with clear ownership (marketing team, dev team, or both) and effort estimates for each item.
06
Report, Fix Plan & Delivery Call
A structured audit report, prioritised fix list, UTM naming convention guide, and GA4 implementation specs for your dev team — delivered with a 45-minute walkthrough call.
What You Get

Every deliverable.
No ambiguity.

You'll know exactly what you're getting before you sign anything. No scope creep, no surprise add-ons.

Analytics Audit Report
A structured report covering configuration issues, event tracking gaps, attribution problems, and data quality score — with an executive summary and granular implementation detail.
Prioritised Fix List
Every issue ranked by severity and effort, with clear ownership (marketing or dev), specific implementation steps, and expected impact on data quality.
UTM Naming Convention Guide
A standardised naming framework for all your marketing campaigns — so every channel, every campaign, every ad is tracked consistently from this point forward.
GA4 Implementation Specs
Technical specifications for any event tracking changes that require developer work — ready to paste into a Linear ticket or Jira story.
Data Retention & Configuration Checklist
A record of every configuration change made or recommended, so nothing falls through the cracks during implementation.
45-Minute Delivery Call + Recording
Live walkthrough of findings, prioritisation discussion, and Q&A. Recorded and shared within 24 hours.
Pricing

Transparent pricing.
No surprises.

One audit to get your data clean, or ongoing monitoring to keep it that way.

One-Time Audit
$600
No monthly commitment
  • Full GA4 configuration audit
  • Event tracking verification
  • Attribution analysis
  • Prioritised fix list
  • UTM naming convention guide
  • GA4 implementation specs
  • 45-minute delivery call + recording
Get Started
★ Quarterly Retainer
$600
+ $150 / month
  • Everything in One-Time Audit
  • Monthly data health check (15 min async)
  • Monthly attribution review
  • Quarterly full re-audit
  • New event tracking as you launch campaigns
  • UTM compliance review each quarter
Get Started

Clean data is the prerequisite for every other marketing decision. Pairs with CRO Audit to turn accurate data into conversion improvements.

FAQ

Common questions.

We're on a small plan — do we even generate enough data for this to matter?
Yes. The analytics audit is about data accuracy, not data volume. A startup with 1,000 monthly visitors and a broken key event configuration is making decisions based on the wrong information. Fixing that is valuable regardless of scale.
We use tools other than GA4 — Mixpanel, HubSpot, Segment. Can you audit those?
The standard audit focuses on GA4 as the primary web analytics layer. If you're using additional tools, we flag integration points and check for conflicts. Full audits of Mixpanel or Segment are available as custom engagements — ask us.
We haven't touched our analytics since we launched. Where do we start?
That's the most common situation we see — and exactly what this audit is for. We'll assess your current state, identify what's broken vs. what's merely unmeasured, and give you a clear sequenced plan for getting your data into a trustworthy state.
Do you implement the fixes, or just tell us what's broken?
We deliver the fix plan and implementation specs — your team does the implementation. For marketing-level fixes (UTM parameters, campaign configuration), your marketing team handles it. For code-level fixes (event tracking), we write the specs for your developer. Implementation support is available as a custom engagement if you need it.
How long does the audit take?
4–6 business days from access grant to delivery call for most setups. More complex configurations with multiple domains, subdomains, or tool integrations may take 7–10 days.
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Get Started

Fix your data first.

No commitment. We will audit your current setup, show you exactly what is broken, and give you a clear picture of what this skill will do for your business before you spend a dollar.

Free 30-minute audit, no pitch just findings
Response within one business day
No lock-in, start with one skill and add more anytime