Analytics Audit

Your company’s goal is to make all decisions based on data and analytics. But what if you can’t trust your data in Google Analytics? How can you make the right decisions?

Constant monitoring of the effectiveness of marketing activities allows you to identify marketing channels that will move your company closer to achieving its goal and increasing sales.

Monitoring of key performance indicators (KPIs) allows for quick response in the event of a dynamically changing market situation and a long-term performance assessment. Nowadays, more and more factors influence KPIs, making it more difficult to analyze the collected data. To find out if your company collects, processes, and reports campaign data available in Google Analytics properly, Verseo offers an analytics audit.

Get started

  • Checking data accuracy in the created service
  • Checking the implementation of the Google Analytics Universal and/ or GA4 code
  • Advanced analysis of the Google Analytics account settings with particular emphasis on data aggregation

When to perform an analytics audit?

If your Google Analytics collects data incorrectly, the decisions you make based on these values are useless. The consequences can be serious. Perhaps you are developing a marketing channel that is not generating a return for you, or you are allocating your marketing budget to campaigns that are not bringing the expected results. Unfortunately, due to improperly configured analytics, you can misinterpret the effectiveness of your activities and consequently, make wrong business decisions. If the data provided by Google Analytics is fundamentally different from the information sent by sales departments, logistics, or marketing teams, it is a sign that it is worth performing an analytics audit.


Analytics audit – the most common errors and their consequences

Over 76% of Google Analytics accounts do not collect data correctly, which is alarming. This means that only every 10th account uses settings such as content grouping, channel grouping, and custom segments. This means that the vast majority of users do not use even half of the possibilities offered by Google Analytics.

What errors appear most often during audits carried out by Verseo specialists?



Incorrect tracking code implementation

A common cause of data inaccuracy is omitting one of the subpages when implementing the Google Analytics code. This results in sending selective information. The tracking code should be placed within each subpage of the website.

Another reason for collecting incorrect data is the presence of the same Google Analytics code on a selected subpage or on each subpage. This results in duplication of such metrics as sessions, page views, conversions, or events.


Incorrect filtering of data

Your Google Analytics account should always have a view unmodified by any filters. This is very important because filters change your data irretrievably. If they were applied incorrectly or randomly, some of the metrics important to your company may be lost forever. At Verseo, when conducting an analytics audit, we make sure that your account data is properly filtered before analyzing it.


No event tracking or incorrect configuration

If you have not configured the tracking of events important for your business, it will be difficult to make a valuable analysis of the effectiveness of your marketing activities. Over 62% of online stores do not measure events such as adding a product to the cart or starting the purchasing procedure.

It is worth emphasizing that just the presence of events in the Google Analytics panel does not mean success. The results show that on average 1 out of 10 websites have them incorrectly configured. The most common errors are starting events at the wrong moment or activating them several times during a single action.
Another important issue is to verify the interaction events, namely those events that prevent a specific session from being counted as a rejection, even if the user does not go to the next subpage. We do not want all events to affect the bounce rate, because such an action diametrically influences the data on user engagement on the website.


No or incorrect goal settings

If you can’t measure goals, you can’t determine the effectiveness of marketing channels. Without such knowledge, your company is not able to correctly allocate the advertising budget or invest in further SEO development, because it does not have reliable information as to whether these investments bring measurable benefits.


No connection with Google Ads/ Google Search Console account

Connection to Google Ads account and Google Search Console allows for more effective analysis of site traffic and user engagement. In addition, we can import the goals set up in your Google Analytics account to the advertising panel, and as a result, our advertising campaign works more effectively.


Incorrect assignment of the traffic source

Incorrect assignment of the traffic source is the second most common problem. It may be due to two reasons:

  • no exclusion of unwanted referring sites (e.g. payment gateways),
  • presence of UTM parameters within the site.

This results in overwriting the correct traffic source that led users to your site. Effect? When analyzing the effectiveness of channels, your company draws conclusions based on incorrect data.

Another problem with analyzing how users are acquired is the incorrect assignment of the traffic source to a specific channel. If you see that the section Other is getting more than 5% of the traffic in Default Channel Grouping, it’s time to think about a custom configuration.

Traffic from Facebook, which is very rarely assigned to the Social channel, is also problematic for Google Analytics. All of this makes the analysis of user acquisition sources, on the channel level, incorrect.

Google Analytics Audit from Verseo

As part of the service, we check the implementation of the tracking code, verify the credibility of the collected data, the activity of the entered settings, such as goals or events, and their correct operation.

The full scope of the audit, which occurs in two variants, can be found below:

Basic audit

Extended audit


Zakres działań

Checking the implementation of the Google Analytics Universal and/ or GA4 code

Checking data accuracy in the created service

Checking created filtered views

Checking the activity of events in the Google Analytics

Checking the connection with the Google Search Console account

Checking the connection with Google Ads account

Checking site search tracking settings

Checking the referral exclusion list

Checking e-commerce events

Checking the set up goals. Assessing goals in terms of their selection and measurability

Basic audit

Extended audit



Testing the goal configuration based on the analysis of technical parameters (destination URL, event parameters) and real-time tests.

Checking the presence of a conversion funnel configuration. Checking the settings of individual steps.

Checking the settings of the individual steps of the conversion funnel. Verifing the settings of virtual subpages.

Verifing data in e-commerce reports. Checking whether the panel shows the revenues generated by the online store and the revenues generated by a specific product.

Conducting test conversions to verify whether transactions count for all payment methods, and that transaction values and product revenues coincide with the test purchase made.

Verifying existing remarketing lists in the Google Analytics account. Assessing the selection of lists depending on the industry and the volume of traffic on the site

Validating the configuration of custom remarketing lists

Verify existing custom segments in your Google Analytics account. Assessing the selection of segments.

Validating the configuration of custom segments.

Checking the presence of channel grouping and initial evaluation of its correctness.

Checking custom channel group for the correct assignment of the source/ medium dimension. Assessment of the need to regroup channels.

Checking the presence of content grouping and initial evaluation of its correctness.

Checking content grouping in terms of correct assignment of website subpages. Assessing the validity of the variables on the basis of which the content grouping was made.

Do you need an individual offer? Contact us and our specialist will help you choose the perfect solution for your company.

The time needed to perform the audit depends on the current Google Analytics account settings and the size of the website.

Remember that tracking down bugs is half the battle on the way to well-functioning web analytics. The other half is the correct account configuration, which we do as part of our analytics packages.

Get a free quote!

Let us get to know your business and prepare
an individual offer for the perfect marketing solutions for you
– for free.

  • Monika Praczyk
  • Content Marketing Manager
  • We will respond to inquiries submitted from
    Monday to Friday 8.00 a.m. – 4.00 p.m. within 1 hour (GMT+1)
  • The remaining inquiries will be answered on the next business day by 9.00 a.m.
Your data is safe.

More about data protection

Verseo spółka z ograniczoną odpowiedzialnością with its registered office in Poznań, at the following address ul. Węglowa 1/3, 62-122 Poznań is an administrator of your personal data.

About Verseo

Company’s office is located in Poznań. Company is entered into the register of entrepreneurs, kept by the District Court of Poznań - Nowe Miasto i Wilda in Poznań, 8th Commercial Division of the National Court Division under number 0000596164, NIP (Tax Identification Number): 7773257986. You can contact us by writing a letter on the address indicated above or e-mail:[email protected]

You have right to:

  1. access to your personal data,
  2. correct your personal data,
  3. demand to remove your personal data,
  4. restrain to process your personal data,
  5. object of process your personal data,
  6. transfer your personal data,
  7. withdraw consent.

If you think we process your personal data not in accordance with the law, you have right to object to supervisory authority - President of Personal Data Protection Office.

We process your personal data to:

  1. handle your question, based on art. 6 ust. 1 lit. 6 of General Data Protection Regulation
  2. promote our goods and services including ourselves in connection with your consent, based on art. 6 ust. 1 lit. a of General Data Protection Regulation
  3. protect or claim in connection with our reasonable interest, based on art. 6 ust. 1 lit. f General Data Protection Regulation

You share your personal data freely. Please remember that without sharing your personal data you will not be able to send us a message, and we will not be able to answer you.

We can share your personal data with trusted recipient:

  1. providers of tools made for: website analytics, marketing automation,
  2. hosting operators.

We will process your personal data by the time:

  1. which is necessary to achieve a specific purpose for which they were collected and after this term by the time which is necessary to protect or possible claim,
  2. of withdraw your permission .

We don’t process personal data in a way, which would involve making only automated decisions about you. More information about processing of personal data you can find in our privacy policy.