Mountain View
Analytics

MVA / AUDITS

Before you trust the report, check the measurement.

Find out whether important actions are being measured correctly, where the gaps are, and what your team should address first.

Contact Clark
Snow-covered distant peaks and a deep wooded valley framed by pines and branches.
A wooded valley and distant snowy peaks. From my camera roll.

What you leave with

What you receive

A coverage summary, findings register, evidence, agreed priorities, and remediation recommendations.

Who acts next

Implementation requirements and a handoff for your team or development partner. Implementation support can be agreed within the scope or as a follow-up.

How we know it helped

Validation steps for the changed journeys and a record of the new measurement baseline.

When an audit helps

What your GA4 and GTM audit covers

We agree on the websites, GA4 properties, GTM containers, conversions, and journeys to review. I examine the configuration, check what happens in the journeys we can test, and compare the available reporting evidence. Findings distinguish confirmed issues from questions that still need investigation. Your audit documents coverage, supporting evidence, priorities, and how proposed changes should be validated.

Follow the inquiry through the measurement.

ILLUSTRATIVE AUDIT FINDING

One inquiry. Two events.
Which one is the lead?

A visitor clicks Submit and the website accepts the request. Those are two interactions in one journey.

  1. Submit clicked

    The button-click event fires.

    form_button_clickA click does not confirm the form was accepted.

  2. Request accepted

    The success event fires.

    form_successThis is the agreed lead outcome in this example.
IF THE REPORT ADDS BOTH

2 events reported as leads

Two events describe the same inquiry.
THE BUSINESS OUTCOME

1 accepted inquiry

Count the accepted request as the lead.

What I check: the definition of a lead, when each event fires, and which events the report counts. A clearer event name alone will not fix the reporting logic.

Read about two form events and one inquiry

How I review the measurement

  1. Agree on the outcomes and systems to review.
  2. Check the configuration, tested journeys, and reporting evidence.
  3. Document findings, priorities, and how changes should be validated.

Common questions

Can this help before a redesign?

Yes. A focused review can identify the important measurement to carry forward. The new implementation still needs validation after the change.

Does an audit prove every event is correct?

No. Findings apply to the agreed scope and evidence reviewed. I make coverage and remaining questions explicit.

Is fixing everything included?

An audit and implementation are different pieces of work. We agree on changes, ownership, and validation rather than assuming them.

Implementation and validation can be included when agreed in scope or arranged as follow-up work.

Explore tracking implementation and repair

PAST CLIENTS AND PARTNERS

Working together.

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.

Marla ReichardAssoc. Dir. Marketing Science, POSSIBLE

Which numbers are you questioning?

Tell me what looks wrong, which systems are involved, and whether a change is coming.

Discuss an audit