Google Analytics Audit Service

Identify the Gaps, Capitalise from the Repair

A comprehensive Google Analytics audit helps you identify where and how you could be improving your data collection. An in-depth audit not only allows you to understand where you are missing out on valuable insight, it also improves your confidence with your data, and means you can access information that enables you take effective, data-driven actions.

MRS understands that your Analytics account needs to work in line with where your business is at today, not several years ago. Our in-depth Analytics audit helps to bring clarity to your data – we speak your language, and will make the complex, easy to digest.

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With MRS, you can rest assured your website’s analytics are in the safe hands of experts. 

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4 Ways We Audit Accounts


Data Integrity

Can you trust what you’re reporting? With data integrity at the forefront of our mind, we ensure that your data is accurate to gain real insight.


Analytics Features

We’ll always check whether you’re making the most out of the features available to you in Google Analytics, making your property work as hard as it can for you.


Customisation & Usability of Data

Not only do we consider your features, but we’ll make certain that your GA set up works for all stakeholders, presenting you with the information you really need.


Communication of Performance

Utilising our insight and expertise in the industry, we communicate potential issues in performance. For example, channel data or industry benchmarked KPIs such as conversion rate where industry standards are not currently met.

What Our In-depth Analytics Audit Includes

Our Google Analytics auditing service includes a review of the following:

Account Structure

We will review how your account and properties have been set up, proposing improvements, especially in light of the movement from Universal Analytics to GA4.


We will review how your filters (if any) are now working for you in GA4. If no filters are being used, we will make appropriate recommendations regarding the two filters available in GA4: Developer Traffic and Internal Traffic. GA4 Data filters do not impact historical data but have a permanent effect on future data, so it’s vital they’re set up correctly.

Basic Settings

We will go through and check that all basic settings are set up correctly – for instance, internal search tracking. It’s surprising how often these are overlooked!

Content and Channel Groupings

We will check to see if content groupings have been set up, and make recommendations for how to implement or improve the accuracy of these. We will also make recommendations for custom channel groups.

Missing Data

Noticing a lot of (not set) or (other) fields appearing in your reports? Missing data can be a big problem, and if it starts to account for a large proportion of your traffic, you are only seeing a glimpse of the whole picture.

Ecommerce Tracking

If your transactions and revenue aren’t lining up with your actual business performance, this step is critical. We can investigate why misalignment is happening and outline what actions you can take to prevent this from happening in future.

Event and Conversion Setup

We will review the events and conversions that are being tracked in Analytics. We will ensure conversions are firing and working correctly and are not being overused. We’ll also make sure that you’re tracking the right Events and Conversions for you in GA4.

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How We Approach Our Analytics Auditing

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Step 1: Research

Prior to starting your audit, we will work closely with you to understand your business and marketing needs, including your core objectives. This allows us to better understand what data is most valuable to your business.

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Step 2: Report

After performing an audit on your Analytics account, we will next put together a detailed and comprehensive report of our findings and recommendations. This will include clear, prioritised actions of what steps your business should take to fix the highlighted issues, as well as details of why this should be done.

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Step 3: Resolve

Once we have identified the issues within your Google Analytics through our thorough research and reporting process, we will implement the fixes so that you have data you can rely on.

Related services

Analytics Insights & Reporting

Unlock valuable insight to power your business performance.

Google Analytics Setup / Configuration

Get the very most out of your Analytics with a setup tailored to your business’ needs.

Google Tag Manager

Streamline your processes, gain insight and be in control of your site.

Analytics Training

Get the very most out of your data and your people.

Auditing Google Analytics FAQs

Why do I need to audit my Google Analytics setup?

Ensuring your data collection is both compliant and working hard to get you the right kind of data you want to collect is crucial. If this is set up incorrectly, you run the risk of collecting data that inflates or skews your insight. This can lead to making wrong business decisions when relying on incorrect data, seeing knock-on effects throughout the business.

And if your Google Analytics property is set up correctly – then you get peace of mind and ways to push your data insights even further. It’s a no brainer, right?

What does the Google Analytics audit process consist of?

Once we’ve gained access to your Google Analytics property, our Google Analytics audit process can fully begin. This involves our team of analytics and insights experts assessing your current setup, understanding any considerations that have been applied for the business’ reporting needs, spotting any data integrity issues and where your setup could be improved to get the very most out of your insights. The result will be an in-depth report highlighting all our findings.

What happens once the audit has taken place?

Once we’ve completed our audit process, our work doesn’t just end there. Actions from our in-depth report will begin, and we will work with your team to get your Google Analytics is working as it should be and delivering the results you desire.

If that’s still not enough, we have a wide range of analytics services to push your insight even further. From Google Tag Manager management to GA4 training or Dashboard creation, we’ve got you covered.

Why Choose MRS Digital for Your Google Analytics Audit?

We’ll make sure your Analytics is working at its best, giving you access to beneficial, accurate insight. With over two decades of digital marketing experience, our team of experts know exactly how to make your Google Analytics work best for you and your needs.

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+ Google Analytics Partners

We are Google Analytics Certified Partners and have years of experience setting up Google Analytics accounts as well as inheriting and improving our clients’.

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+ We’re Flexible

Whether you want to action our recommendations yourself or would like us to handle to difficult stuff, we’re flexible and will deliver a service tailored to you.

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+ We’re Data Nerds

We work closely with you from the very start to understand your business, making sure we understand what insight would benefit your business.

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“MRS recognised the issues we were facing and clearly identified where we need to improve our business”

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Get Your Free Google Analytics Health Check Today

Speak to one of our experts today and let us help you unlock your business’s insight with a top-level account review.

This free Google Analytics health check will provide a look at your setup to identify whether you need an in-depth audit, consultancy or configuration service

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