GA4 audit
Property settings, data streams, events, key events, internal traffic, data retention and consent, checked against what your backend records.
Analytics · Google Analytics 4
GA4 that answers your questions, not just the defaults.
Goodish is a GA4 consultancy for marketing and product teams that have Google Analytics 4 installed but don't trust it. We audit the property, fix or rebuild the setup through Google Tag Manager, design the event architecture and e-commerce tracking, connect the BigQuery export, build the reports your team actually opens, and train the people who use them.
- 90+
- Tracked data points across GTM and GA4 for TMT Finance
- −97%
- TMT Finance cost per lead once the funnel was measured and fixed
- Free
- Audit first; a fixed quote on scope after it
What does a GA4 agency actually fix?
Usually the same few things: events that fire twice or not at all, payment providers and subdomains showing up as referral traffic, key events that count newsletter signups as conversions, and e-commerce values that never match the shop. None of these show up as errors in GA4; they show up as decisions made on wrong numbers.
We find them in an audit, fix them in the tag setup (most often through Google Tag Manager), and check the corrected numbers against your backend before calling the job done.
How should GA4 events be structured?
Around the questions the business asks, not around everything that can be clicked. A good event plan names a small set of actions that matter, such as a sign-up, a demo request, a trial activation or a purchase, gives each the parameters needed to segment it, and marks only the ones that create value as key events.
That plan is written down before anything is built. It becomes the shared language between marketing, product and developers, and it is what the ad platforms end up learning from.
When is GA4 not enough on its own?
When the questions move inside the product. GA4 tells you what happened on the website and where visitors came from; product analytics in Mixpanel or PostHog follows what people do after they sign up. Our analytics service connects the two, and the BigQuery export joins GA4 data with the CRM when reports need both.
For TMT Finance, $4,200 of ad spend had produced two conversions. We integrated product analytics, mapped the application journey and fixed the friction it revealed before relaunching Google Ads; cost per lead fell from $2,140 to $48.74, and the setup now tracks 90+ data points across GTM and GA4.
What does GA4 consulting cover?
Setup, migration fixes
A new property set up properly, or a migrated one repaired: duplicate events, self-referrals, missing cross-domain tracking, broken attribution.
Event architecture
A written plan of events, parameters and custom dimensions, with key events defined by what matters to the business, implemented through Google Tag Manager.
E-commerce tracking
Google's recommended e-commerce events from product view to purchase, with transaction IDs and values that reconcile with the shop.
Explorations & reporting
Funnel and path explorations, audiences for advertising, and Looker Studio dashboards per team.
BigQuery export
Raw event data in BigQuery for questions the GA4 interface cannot answer, longer history and joins with CRM or product data.
Training & handoff
Sessions for the people who use the reports, and documentation of every event and what it means.
Real clients, real numbers, straight from our client reports.
What moved, and for whom
TMT Finance Financial media & funding, United Kingdom · 2023 → today
−97%
cost per lead
- Cost per lead, late 2023 → early 2026$2,140 → $48.74
- Conversions a month2 → 155
Product analytics and UX forensics first, an onboarding flow redesigned on that data, and only then Google Ads relaunched with smart bidding fed by the new conversion data.
Onboarding software for financial advisors · 2020
Research and design guidelines, a fast WordPress site the team publishes to themselves, and tracking that joins the website (Google Tag Manager and Google Analytics) to in-app analytics in Mixpanel.
Working with Goodish was great. They fixed a goal tracking / data integrity issue that had several other experts stumped. I wouldn’t hesitate to work with them again in the future.
How an engagement runs
Audit
We open GA4, Google Tag Manager and the ad accounts, compare the numbers with your backend, and write down where they break and why.
Rebuild
The event plan implemented and tested, key events and e-commerce tracking corrected, and BigQuery connected where it earns its place.
Report & train
Explorations and Looker Studio dashboards per team, a training session, and a written record of everything tracked.
How is it priced?
Scoped per setup: a single tag and a full monitoring system are very different jobs, so we quote after the free audit.
FAQ
Questions people ask
What does a GA4 consultant do?
Makes Google Analytics 4 answer the questions the business actually asks. That means auditing what is collected, fixing the implementation, designing events and key events, setting up e-commerce and BigQuery where needed, and training the team to read the reports.
Why don't GA4 numbers match our backend or ad platforms?
Because each system counts differently: different attribution models and windows, consent choices, ad blockers, and often duplicated or missing events in the setup itself. An audit separates the expected differences from the errors, and we write down the reason for each one that remains.
Can you fix a GA4 setup someone else built?
Yes. We start with an audit of what is there, keep what is correct, fix what is not, and document every change so that historical data stays comparable wherever possible.
Do we need Google Tag Manager to run GA4?
No, but we recommend it. Implementing GA4 through Google Tag Manager keeps events, triggers and other platforms' tags in one place, with preview testing and version history.
What is the GA4 BigQuery export and do we need it?
GA4 can send its raw event data to BigQuery, Google's data warehouse. It is worth it when you need history beyond GA4's retention, joins with CRM or product data, or analysis the GA4 interface cannot do. BigQuery is billed by Google separately, so we size it before switching it on.
How much does GA4 consulting cost?
The first audit is free. Fixes, full implementations and monitoring systems are quoted on scope after it, once we know what is broken.