Become a data detective and master GA4 audits
Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert.
- Audit data collection, analytics setups, privacy and compliance setups, and GA4 integrations to improve data accuracy and confidence in your insights.
- Develop and implement action plans after prioritizing findings and choosing the right tools for the process.
- Diagnose gaps and mistakes in every GA4 and GTM setup.
- Get 41 downloadable resources and almost 300 slides of material to walk you through GA4 audits.
Online course: Google Analytics 4 Audit
By Neal Graham David Cole,
Founder and Senior Web Analyics Consultant @ Conversion Uplift Ltd
24 lessons, 5h 45min
Some of the companies that train their teams at CXL:
Turn even the most flawed GA4 setup into a trustworthy data source
The era of auditors focusing solely on data accuracy is in the past. Now companies want people who add value to the business and understand the digital strategy, goals, KPI’s, and make practical recommendations.
After all, GA4 is a behavioral tool, not an accounting one, so your data will never be 100% accurate but you can still make the most of it by using the right tools.
This five-hour course will teach you to make the most of your GA4 data and identify key opportunities for your/your clients’ business.
Learn with a walkthrough from a world-class analytics expert
Basing your business decisions on inaccurate data means throwing away your budget. That’s why you need a framework for identifying critical issues in your data early on.
This course gives you that framework directly from the experience of an expert who has managed web analytics for over 10 years. You also get 41 downloadable resources, and almost 300 slides of material walking you through the perfect GA4 audit.
After you take it, you’ll have total confidence in your abilities as a data detective.
Neal Graham David Cole
Founder and Senior Web Analyics Consultant @ Conversion Uplift Ltd
Introduction video
Who is this course for:
This course is for you if you…
- Would like to build a career in digital analytics and establish yourself as an industry expert in the field by uncovering the full potential of GA4 for your clients.
- Are in the management team of a company and want to make more informed decisions based on your analytics.
- Are an auditor who want to provide better services for their clients and give recommendations based on each business objective.
After taking this course you will…
- Understand how to plan, and implement a comprehensive audit of GA4 properties to enhance data collection and insights generated by the platform.
- Align business goals with a measurement plan to ensure the GA4 console and GTM is configured to best meet the business needs of the organization.
- Diagnose gaps and mistakes in the GA4 and GTM setup to improve data accuracy and confidence in insights generated.
- Provide clear recommendations for enhancing GA4 and GTM implementations.
Skills you will master
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Your course curriculum
GA4 Audit
1 Introduction to Digital Analytics Audits
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Data Collection Audit: Here, we will discuss how to ensure that the data you collect is accurate and complete. This involves checking tracking codes, event parameters, and performing integrity checks.
Setup and Configuration Audit: Here, we'll examine the key aspects of setting up a GA4 properly. This includes examining property settings, data stream settings, event configurations, and more.
Privacy and Compliance Audit: This is the critical area of user privacy and data compliance, discussing settings in GA4, auditing user consent, and other related topics.
Developing and Implementing an Audit Plan: Finally, we'll guide you on how to take the information from your audits and create a plan of action. This includes prioritizing findings, establishing a regular audit schedule, and the tools you can use to facilitate this process.
2 Key aspects of data quality
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Learn about the trade-offs between accuracy and precision in data collection and analysis.
Understand how GA4 handles sampling and data modeling. This will allow students to anticipate and account for their impact on data quality, ensuring the insights derived are sound and actionable.
Investigate limits on events and the concept of cardinality in GA4. This will allow you to make informed decisions about data collection and GA4 setup to avoid common pitfalls and supports robust analysis.
Evaluate the implications of enabling Google Signals, which allows for the collection of demographic data and remarketing capabilities. Understanding this will allow you to advise clients on this vital aspect of GA4 configuration.
3 Overview of Common Data Quality Issues
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Don't allow common implementation mistakes to get the better of you. Become an expert at identifying and resolving common data quality issues in Google Analytics 4. Learn how to be proficient in using browser debugging tools and Google Tag Manager's Preview mode to assess data accuracy. Explore powerful browser extensions that can aid in auditing and debugging. Gain hands-on experience in utilizing GA4's live debug view, a powerful feature for real-time tracking and issue detection. These skills will allow students to show clients how to improve data quality, a crucial component for reliable analytics and decision-making.4 Tracking Code Presence (site crawl)
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Delve into the nuances of inspecting website source code, ensuring that tracking codes are correctly placed, as misplacements can result in inaccurate analytics. Be equipped to recognize and address potential tracking challenges posed by iFrames, subdomains, and payment gateways, understanding that these elements can hinder seamless tracking if not correctly managed. Understand the complexities of content security policies and cookie consents, illustrating how these factors can influence the activation of Google Analytics scripts, vital for adhering to regulations like GDPR. Leverage tools such as GTM and Screaming Frog to adopt a strategic approach to auditing, identifying pages devoid of tracking codes, and ensuring holistic data collection across websites.5 Events and Parameters
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Learn about the intricacies of the GA4 configuration tag, learning its pivotal role in data collection, and the nuances of event parameters and their persistence. Embark on a comprehensive auditing journey, leveraging tools and techniques and deciphering the nuances of "(not set)" and "others" in GA4 console analytics reports. This deep dive ensures that analytics setups align with business goals, optimizing data accuracy and extracting insights.6 Integrity Checks
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Embark on a journey to ensure data integrity, understanding how even minor gaps can skew analytics insights. Learn about strategies to rectify missing data, from the simple act of ignoring minimal discrepancies to the intricate use of machine learning in GA4 to predict and fill data voids. Learn the art of detecting duplicate data, ensuring GA4 analytics aren't clouded by ghost events. Using validation techniques will allow you to harness the power of secondary data sources to provide a crucial checkpoint, refining data-driven strategies and ensuring data driven decisions stand on solid, reliable ground.7 Testing User Scenarios
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Understand the user journey through the digital footprints of users, gaining profound insights into how they interact with websites. Using DebugView and the Chrome developer tools, you can simulate and scrutinize these interactions, pinpointing any barriers or hitches. This deep dive serves a dual purpose: validating the accuracy of data capture and unveiling opportunities to enhance the user experience. Through this intricate exploration, you will not only ensure that analytics setups are aligned with best practices, but will also be better equipped to optimize conversion pathways.8 Set Up and Configuration Audit
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Understand how to become a data detective with a keen eye for detail. Learn the art of manual audits, offering the flexibility and depth to capture the nuances often missed by machines. Embrace the speed and efficiency of AI-powered audit tools, which bring the capability to process vast datasets rapidly and with precision. Whether they're customizing their approach or leveraging advanced AI insights, you will emerge with a robust skill set to ensure every aspect of GA4 is optimized and accurately configured.9 Property Settings
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Learn to optimize GA4 property settings. Understand how to tailor settings, ensuring that they not only cater to specific business needs but also optimize data management across various GA4 plans. Alongside these tactical insights, you will obtain strategies to bolster data security, ensuring that analytics remain both powerful and protected.10 Data Stream Settings
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Learn about GA4's data stream settings, gaining an understanding of the intricacies of different data streams. Understand the rationale behind the need for a singular web data stream and the significance of precise configuration for Enhanced Measurement settings. Consider best practices for page views for Single Page Applications, learning how to configure data layer events and GTM history changes for optimal data accuracy and control.11 Configuring and Validating Events
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Embark on a journey to meticulously map events against measurement plans, ensuring no critical user interaction goes untracked. Unravel the intricacies of Ecommerce event validation, ensuring every transaction and cart addition is captured correctly.
Learn how to use Preview Mode and the DebugView to fine-tune their skills to confirm the precise execution of GTM tags. Additionally, you will explore the importance of reserved event names and the role of custom events in shaping a comprehensive analytics framework.
12 User ID and Cross-Device tracking
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Understand the relevance and application of User ID within GA4, a pivotal tool for understanding user behavior seamlessly across devices. Through hands-on exercises, learners will also navigate the challenges of data privacy, making informed decisions on using Google Signals while maintaining compliance and understanding how data thresholding impacts their reports.
Download the slides here
13 Customization of Reports & Exploration reports
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Understand the power of GA4's customizable interface, learning how to craft reports that resonate with distinct business objectives.
Through strategic exploration of the 'Explore' section, learners will discover how to harness comparisons for pivotal segments, ensuring their analytics capture the nuances of user behavior.
The ability to offer customization of the GA4 console will allow you to add value to the audit process and demonstrate additional skills to allow users to make more informed decisions, driving impactful actions based on precise and relevant insights.
14 Excluding Some Data (internal traffic)
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Understand how to audit and test filters for internal traffic and unwarranted referrals, ensuring that analytics remain untainted by extraneous factors. This skill set will empower you to produce more accurate reports, leading to sharper insights and more informed decision-making.15 AI Audit Tools Showcase
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Unravel the intricacies of AI-driven Google Analytics audit tools like GA Auditor and Verified Data. By exploring their functionalities, you'll master the art of swiftly spotting issues like bot traffic, data discrepancies, and unauthorized access. However, you'll also become adept at discerning the nuances that AI might overlook, ensuring a holistic and precise GA4 audit experience.16 GA4 Integrations
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Explore the synergies between GA4 and other pivotal Google products, understanding the intricacies of each integration. Through hands-on exploration, you'll discern how properly integrated tools like Google Ads, Search Console, and BigQuery not only enrich GA4 data but also amplify its utility, driving more insightful business actions.17 Privacy & Compliance Audit – Privacy Settings in GA4
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Understand the complex terrain of data privacy in GA4, learning how to precisely assess and adjust settings to align with varying regulatory frameworks. By examining cookie consents, data retention practices, and ad personalization, you'll gain a holistic understanding of how to ensure a website's compliance. This expertise not only safeguards against potential legal pitfalls but also empowers you to advise organizations on striking the right balance between data-driven insights and ethical data practices.18 PII and GA4
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Learn the intricacies of Personally Identifiable Information (PII) within the realm of GA4. You'll grasp how to adeptly search for potential PII breaches, particularly in query parameters and form submissions, safeguarding your analytics from unintended data disclosures.
Through hands-on tactics, not only will you understand what PII is, but you'll also harness AI tools and strategies to prevent its transmission to GA4, fortifying your data privacy practices.
19 Auditing User Consent and Opt-out Settings
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Explore the role of user consent in today's digital landscape. You'll learn how to adeptly navigate and review the settings of both cookie consent banners and Google Tag Manager, ensuring your website remains compliant while still capturing essential user data. Furthermore, you'll discover the intricacies of Google's Consent mode, understanding its impact on data modeling and the nuances of integrating it with various cookie consent solutions.20 Tool showcase: Monitoring Your Martech Stack
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Uncover the intricacies of Vault JS and ObservePoint, two pivotal tools in the realm of martech stack monitoring. By understanding these platforms, you'll be equipped to proactively identify and resolve issues, ensuring the integrity and efficiency of your marketing operations. Alongside these tools, you'll also grasp the significance of Content Security Policies in safeguarding websites from harmful scripts, fortifying your digital assets against potential threats.21 Prioritizing Audit Findings (Eisenhower matrix concept)
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Learn about prioritizing tasks based on their urgency and importance. You'll learn to discern critical audit findings that demand immediate attention from those that can be scheduled for later or delegated, ensuring optimal use of resources and time. By mastering this concept, you'll not only enhance your audit efficiency but also develop a strategic approach to address diverse challenges in the realm of Google Analytics 4.22 Establishing Monitoring or an Audit Calendar
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Compare the benefits of both continuous monitoring and structured audit schedules in the realm of GA4. We consider proactive issue detection, ensuring that analytics data remains robust and reliable, while also appreciating the systematic depth a scheduled audit brings. Through the exploration of tools like Datatrue and ObservePoint, coupled with GA4's insight alerts, you'll acquire strategies to blend regular monitoring with deep-dive audits, optimizing resources and ensuring data quality.23 Course Wrap-Up
Online course Become a data detective and master GA4 audits Learn how to plan, design, and run audits for even the most flawed GA4 setups, with the help of a world-class analytics expert. Audit data collection, analytics setups, privacy and compliance …
Review the knowledge you've acquired throughout the course, honing your ability to discern patterns and anomalies like a seasoned data detective.
Embracing continuous learning, you'll be introduced to resources that will keep your auditing skills sharp, ensuring you remain adaptive to the ever-evolving landscape of GA4.
This lesson emphasizes the importance of a proactive approach to analytics, where spotting potential issues before they escalate is key.
By revisiting critical takeaways, you'll fortify your understanding and become adept at applying these principles in varied scenarios.
24 Final Exam – GA4 Audit
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GA4 Audit: FAQ
How long does it take to complete this course?
This is entirely up to you – it’s how many study hours per week you can put in. This course is 5h 45min long. The majority of people will complete the course in between 1 and 1.5 hours.
What does the course include?
Our GA4 Audit training includes 24 lessons, 41 downloadable resources, 5h 45min of video material, several assignments, and a final exam.
Are subtitles available for the lessons?
Lessons have English subtitles and transcriptions available.
Will I receive a certificate of completion?
After taking this course, you will receive the GA4 Audit certification from CXL, with credentials that you can add to your LinkedIn profile.
What is the refund policy?
All plans come with a 7-day refund period 7-day no questions asked money-back period.