Analytics audits
Get to the bottom of it.
Investigate questionable GA4 and GTM tracking and conflicting numbers. Leave with documented findings and priorities.
Explore auditsINDEPENDENT DIGITAL MARKETING ANALYTICS
EXPERIENCE SINCE 2007- GA4
- Google Tag Manager
- Data Studio
- Consent management
GA4 and GTM tracking your team can trust.
I’m Clark Frye, an independent digital marketing analytics consultant. Since 2007 I’ve helped marketing teams and agencies, from small businesses to Fortune 500 companies, fix broken tracking, settle conflicting numbers, and build reports that explain what changed.
Find your signal. Measurement you can trust, reporting you can use.
WORK DIRECTLY WITH ME
More from clients and partners“From the start, Clark became a core part of my marketing team.”
Mia Stevens CMO, Donna Salyer’s Fabulous-Furs
TEAMS AND BRANDS I’VE WORKED WITH
P&G, Conagra and The Pokémon Company through POSSIBLE. Fox and Heartland as direct clients.
SOUND FAMILIAR?
Most teams call me about one of these.
GA4 and Google Ads report different conversion numbers.
I compare what each platform counts, then match date ranges, filters and attribution so the gap can be explained.
Reconcile the reports →Form or purchase tracking broke after a redesign.
I find which events stopped, rebuild them in Google Tag Manager, and check them against real submissions.
Repair the tracking →We inherited a GTM container nobody understands.
An audit maps the tags, triggers and duplicates, and ranks what to fix first.
Audit the setup →GA4 leads don’t match the leads sales accepts.
I trace the form event to the lead record and separate what tracking can count from what sales decides.
Trace the leads →The dashboard exists, but nobody trusts it.
I define the metrics, rebuild the view in Data Studio, and explain what changed beside each chart.
Fix the reporting →A CIPA pen register demand arrived. What’s running on our site?
I inventory the tags, scripts and integrations, and check whether they follow your consent setup. Legal decisions stay with your counsel.
Check the tracking →WHERE WE START
Four ways to work together.
Start with a focused project, or keep me on for ongoing analytics support.
Tracking implementation and repair
Make the tracking work.
Implement or repair GA4 and Google Tag Manager tracking, with scoped changes, documentation and validation.
Explore trackingReporting and analysis
Make the report useful.
Build a Data Studio view that explains what changed, what the numbers mean, and what needs a closer look.
Explore reportingConsent management
Connect choices to tracking.
Select, set up or troubleshoot a consent management platform and check that your tags follow visitors’ choices.
Explore consent helpNot sure where to start?
Measurement planning helps teams agree on outcomes and metric definitions first. Ongoing support keeps a specialist on hand for marketing teams and agencies.
Measurement planning For marketing teams For agenciesPLATFORMS I SUPPORT
Use either arrow to browse the platforms and stop automatic movement.
A DIFFERENT PERSPECTIVE
Busy isn’t
the same
as better.
Traffic is rising. Good news? It depends on what the people arriving actually do.
A useful report puts the outcome beside the activity. Try switching the view.
See how the report gets built →THE PERSPECTIVE SWITCHIllustrative data
More visits. Fewer qualified leads.
Indexed trends. January = 100 for each series.
Website visitsQualified leads
Traffic is rising, but qualified leads are falling. The report gives us a question to investigate, rather than an answer to celebrate.
View illustrative data
| Month | Visits index | Leads index |
|---|---|---|
| Jan | 100 | 100 |
| Feb | 120 | 115 |
| Mar | 145 | 96 |
| Apr | 170 | 78 |
| May | 185 | 62 |
| Jun | 220 | 50 |
WEBINAR · WITH DIGITAL THROTTLE
Is your GA4 property set up correctly?
I joined Bryan Robb of Digital Throttle for a step-by-step look at GA4 setup and the checks most installs skip.
- Set up the account, property and data stream with names the next person will understand.
- Change the settings that matter on day one, before data piles up.
- Install GA4 on WordPress or Shopify, then confirm data is arriving before you rely on it.
FROM THE PEOPLE I WORK WITH
What clients say.
Clark has been a top-notch analytics consultant for us and I would highly recommend him. He helped us clarify the most meaningful metrics for our organization to track and then set everything up in GA4 and Looker Studio. We now have a custom dashboard with the conversion data we need to guide our marketing and promotional decisions. He knows his stuff and is a pleasure to work with.
He's a genius when it comes to diagnosing complex Analytics/data problems and figuring out workable solutions for clients — I can't tell you how many times I've run into something strange in GA and been able to resolve it with a 5 minute call with Clark.
Clark has the rare talent of excelling in both technical analytics implementation and strategic analytics application. He not only understands how to set up analytics to capture the data correctly but also how to use that data to drive meaningful business results.
HOW I WORK
How a project works.
- 1
Understand the need
We discuss what your team needs to accomplish, the systems involved, and who makes changes.
- 2
Agree on the work
We define deliverables, scope, responsibilities, and timing before work starts.
- 3
Do the work together
I investigate, implement, or build reporting within the scope, and keep your team and developers in the loop.
- 4
Review the result
We walk through the work, document what matters, and agree how changes will be validated.
COMMON QUESTIONS
Before you get in touch.
What does a GA4 and Google Tag Manager audit include?
An audit reviews your GA4 property and Google Tag Manager container against the outcomes you care about, then documents what works, what needs repair and what to fix first. Findings apply to the agreed scope and evidence reviewed, and I make coverage and remaining questions explicit.
Do you make the tracking changes, or only recommend them?
Either. I can implement and validate changes in Google Tag Manager and GA4 myself, or document them for your developers. We agree on changes, ownership and validation before the work starts.
Do you work with agencies on client accounts?
Yes. Agencies bring me into client work for measurement planning, implementation, reporting and ongoing analysis. We agree up front on how we work together and how I fit alongside your team and the client.
Why do GA4 and my ad platforms report different numbers?
Each platform counts differently, with its own conversion definitions, attribution, date logic and filters, so some difference is normal. The real question is whether the gap can be explained. I put a plain definition under each number, make the comparison fair, then trace a sample of real conversions through both systems.
Can you help with a cookie banner or consent management platform?
Yes. I help select, set up and troubleshoot consent management platforms, and check whether Google Tag Manager, Google Analytics and advertising tools follow visitors’ choices. I handle the technical setup; your organization makes its legal and policy decisions, with counsel as appropriate.
Is Data Studio the same as Looker Studio?
Yes. Google Data Studio was renamed Looker Studio in October 2022 and returned to Data Studio in April 2026. It is the same reporting tool, and I build and repair dashboards under either name.
START HERE
Which numbers are you questioning?
Tell me what’s going on in a few sentences. I typically reply within 24 hours with whether I can help and where I’d start.
Tell me what you're working on