The Ultimate GA4 Audit Checklist to Optimise Your Tracking in 2025

Joshua Lee | 28 August, 2025 | 6 minute read | Blog

If your analytics still rely on last year’s setup, you’re already behind. 

Google Analytics 4 (GA4) has evolved fast, and continues to do so. With this evolution comes the expectation of accurate, privacy-first website data tracking. 

At ROAR we’ve completed hundreds of GA4 audits and rebuilds across finance, insurance, law, manufacturing and tech. Our audits regularly uncover data blind spots, duplicate events and broken data collection setups that cost businesses like yours, reliable insights. 

By refining tracking foundations, our clients have achieved measurable performance improvements from more accurate conversion attribution to cleaner and digital marketing dashboards that show the metrics that matter. Take Boldon Picture Framing as a key example of the power of tracking and analytics. 

This checklist is your final step before clear and accurate insights, a practical, proven process to ensure your GA4 tracking setup is fully optimised for 2025. 

Step One: Review Your Current Setup

Your GA4 property forms the backbone of your entire analytics ecosystem A single misconfiguration here can distort every performance report downstream.

How to Audit Your Property Settings

Check these first:

1. Whether data streams are pulling from the right sources (many aren’t).
2. If the Measurement ID is linked properly with your GTM container.
3. Whether Enhanced Measurement is logging the right on-site interactions.
4. How long user-level data is being retained — often shorter than clients realise.
5. Which reporting identity GA4 is using to merge sessions and users.

By verifying each of these, you ensure that data flows are consistent, reliable and privacy-compliant, the foundation for any advanced reporting.

Want to see how we’ve rebuilt tracking accuracy for brands like RediData and GasanMamo Insurance? Explore our case studies 

Step Two: Validate Event Tracking and Conversions

GA4 events help you understand how users interact with your website. 

Every interaction from form submissions to CTA clicks must be recorded consistently and named clearly. 

How to Check Your Event Taxonomy

A strong event taxonomy ensures clarity, not chaos. 

We recommend you review the following in your existing setup:

1. Event naming conventions should be consistent and logical, not random names that make reporting a nightmare. Clear naming unlocks fast, accurate analytics. 
2. Many setups capture the wrong context (or none at all). Identify which parameters should be collected to make each event genuinely useful. 
3. Check your setup for event duplication, it’s very common for the same action to fire twice. This inflates results and hides your actual conversion rate. We trace and eliminate duplicate events at the source.
4. Align GA4 conversions with actual business outcomes. Whether that’s leads, conversions or sales, do not focus on vanity clicks or scrolls that distort performance. 

Step Three: Review Consent and Compliance Setup

In 2025, Consent Mode V2 and GDPR compliance are non-negotiable. 

If your tracking doesn’t adapt to user consent choices, your data could be incomplete or non-compliant.

How to Audit Your Consent Mode Configuration

Your need to confirm that:

1. Consent signals flow from your website to your Google Tag Manager property correctly.
2. Analytics storage and ad storage permissions update dynamically based on your user consent settings. 
3. You have set default storage settings to deny to protect your user’s privacy until they have given their consent.
4. If you have one, check that your server-side Google Tag Manager container receives accurate consent states before sending data to GA4. 

Our audits have helped clients recover up to 20% of previously lost analytics data by implementing proper consent integrations.

We also ensure IP anonymisation, regional tagging and auto-blocking of tracking scripts until approval.

Need a Consent Mode V2 review? Speak with a tracking expert today. 

Step Four: Check Server-Side Tracking and Quality Data

In 2025, client-side tracking alone isn’t enough. 

Users can get around data collection through browser extensions that block IP addresses and VPNs, but server-side tracking ensures event reliability and long-term data accuracy. 

How to Check Your Server-Side Setup:

To be honest, those of you who are reading this, may not have a server-side setup. It’s a long process that requires time, resources and training. 

Look at your setup and confirm that:

1. Check that your server container is correctly deployed under your own subdomain.
2. Ensure events are being passed securely and consistently. Even small mismatches can break attribution or underreport conversions.
3. Your HTTPS alignment and cookie handling affect how data travels from browser to server. It’s a common area of silent data loss.

At ROAR, we use managed servers to maximise event delivery and privacy compliance.

This gives our clients stronger attribution, fewer missing conversions, and more confidence in the data driving their decisions.

Step Five: Audit Your Reporting and Dashboards

Once your tracking is technically sound, your reports must tell the right story.

An effective Looker Studio dashboard translates clean GA4 data into actionable insight.

Review Your Reporting Accuracy:

Check that:

1. Your custom metrics match your core business goals (leads, sign-ups, revenue)
2. Any and all UTM parameters align across all paid and organic campaigns
3. Data blending combines GA4, Google Ads and CRM data for full channel and funnel insights.
4. Thresholding does not hide key dimensions or audience segments. 

We automate Looker Studio dashboards for all retained SEO and PPC clients, giving them live access to accurate, decision-ready data.

You’ll never wonder what’s driving growth again.

Our final thoughts

At ROAR, we believe that your data should empower you, not confuse you. A well-structured GA4 setup is the biggest difference between guessing and growing. 

Our automated reporting and clear communication ensure you’re always in control of your marketing insights, no jargon, no blind spots, just transparent, reliable data. 

As 2025 reshapes the analytics landscape, accuracy and compliance are not optional. Our GA4 audits don’t just fix problems, they future-proof your foundations, so every click, conversion and campaign decision is based on truth and not assumptions. 

If your tracking setup hasn’t been reviewed since the last GA4 update, now is the time. Every day of inaccurate data costs you clarity, confidence and performance. 

Ready to optimise your GA4 tracking for 2025? Book a Free Discovery Call with our analytics team today to review your current setup and uncover hidden data gaps.