Marketing Analytics, GA4 & Dashboard Audit
An independent read on your reporting. Find out what to trust, what is broken, and what to fix first.
I’m Clair Wyant, an independent San Diego based analytics consultant, and I audit the reporting you already have, so you know exactly which numbers to trust, what is broken, and what to fix first, before you spend more time or money rebuilding. You get an independent read, not your agency’s and not a sales pitch: a plain-language findings report, a prioritized fix list, and a call to walk through it. I have audited enterprise-scale reporting myself, from a full enterprise data warehouse to GA4, across 7+ years running business intelligence in-house at an $800M company. I have set up GA4 and reassessed its event and conversion tracking firsthand, so I know what a trustworthy setup looks like and the quiet ways it breaks. If your GA4, ad platforms, CRM, or dashboards disagree and nobody can say which number is right, the first step is to Book a Free Intro Call.
Call or text: (619) 324-3148
GA4, Ads, and CRM don’t match? I fix that.
GA4 says one number, Google Ads says another, and your CRM tells a third story, so no one trusts the report. I trace each metric back to how it is tracked, line up the definitions, and pull GA4, Google Ads, Search Console, and your CRM data into BigQuery, then into one dashboard. I set up GA4 and reassessed its event and conversion tracking myself, and I spent 7+ years owning business intelligence in-house at an $800M company, so I know exactly where these gaps come from. You work directly with me, the person who builds the view, not an agency handoff.
Signs you need an analytics audit
Most teams do not realize their reporting has problems until they are already deciding on bad data. The common signals:
- Your GA4 numbers do not match your old Universal Analytics baselines, and you cannot tell what is tracking versus what got lost in the migration
- Your agency’s reports and your internal dashboards show different numbers for the same campaigns and period
- Dashboards exist but nobody uses them, because no one trusts what they show
- Attribution is unclear, so you cannot tell which channels actually drive conversions
- You inherited a reporting setup with no documentation of what was built or why
- Leadership asks questions your data cannot answer cleanly
- You are about to invest in a new BI tool or rebuild and want to know what you are working with first
If more than one sounds familiar, an audit is the right starting point.
What the audit covers
This is not a GA4 tag check. I review the whole reporting stack, from how data is collected to what stakeholders see. I commonly review:
- GA4 and tracking integrity: events, conversions, data streams, UTM hygiene, and your Universal Analytics baselines
- Dashboard logic and usability: right metrics for the right audience, working filters and calculations, and conflicting definitions of the same number
- Data sources and pipeline: how data flows into reporting from GA4, ad platforms, your CRM, an enterprise data warehouse (EDW), and other sources, and where gaps or transformation errors hide
- Cross-platform consistency: whether Google Ads, LinkedIn Ads, and Meta reconcile with GA4, and whether channels are double-counted
- Attribution and conversion logic: whether tracking fires consistently and the model matches how you actually win customers
The output is a prioritized picture of what is working, what is broken, and which decisions you can trust your data to support. It is not a list of technical fixes.
How the audit works
- Free intro call. A free first conversation about your reporting, the problems you are seeing, and what a useful outcome looks like. No commitment.
- Access and review. With access to your platforms, dashboards, and data sources, I work through what is in place: how it was built, what it should do, and where it diverges.
- Findings and priorities. A clear summary of what is working, broken, unreliable, or missing, prioritized by business impact, not technical complexity.
- Recommendations and next steps. Targeted fixes, a phased rebuild, a new dashboard architecture, or a cleaner version of what you have. Scoped to what you need, never a set package.
Is this the right fit?
I built this for teams where reporting exists but trust in it has broken down, usually one of these:
- A marketing director or VP whose agency numbers and internal dashboards do not reconcile
- An in-house analytics team that inherited a setup with no documentation or clear logic
- An operations or finance leader accountable for reporting accuracy but not close to the technical setup
- A team post-GA4-migration whose conversion data has not looked right since
- A pre-rebuild review before investing in a new BI platform
Not the right fit if you need a full analytics build from scratch with no existing setup. For that, start with marketing analytics consulting.
Not every project needs the full foundation work. If your data and definitions are already in good shape, I build the dashboard directly. The audit, data modeling, and KPI design are there for when the foundation needs it, not a required step for everyone.
Speaker · BrightonSEO San Diego 2026
Spoke on getting more from Google Search Console with Tableau.
Frequently Asked Questions
What is the difference between a marketing analytics audit and a GA4 audit?
A GA4 audit focuses on your Google Analytics 4 implementation: event tracking, conversion setup, data streams, and tags. A marketing analytics audit is broader. It covers GA4 as one layer, but also your dashboards, data sources, cross-platform consistency, and attribution, and whether your reporting serves the decisions you need to make. If the problem is specifically GA4 tracking, a focused GA4 audit may be enough. If your numbers do not add up across systems, the full audit is the right scope.
My GA4, Google Ads, and CRM numbers do not match. Can an audit fix that?
That is one of the most common reasons to run one. I trace each number back to its source, find where the definitions and tracking diverge, and show you which figure is right and why. Most “the numbers do not match” problems come from inconsistent definitions and tracking, not the dashboard itself.
My agency sends us reports every month. Why would I need an independent audit?
Agency reports are built to show the performance of the work that agency is responsible for. They are not built to give you an independent view of your full data layer or to flag issues in your tracking. I review the underlying data, not just the summary metrics, and I have no stake in what the findings show.
We just migrated from Universal Analytics to GA4. Is that a reason to do an audit?
Yes. The GA4 migration is one of the most common triggers. Many teams finished the migration and moved on without verifying that conversion tracking, session logic, and key events were configured correctly. If your GA4 data looks materially different from your Universal Analytics baselines and you cannot explain why, check it before you make decisions on it.
How long does an audit take?
It depends on the complexity of your setup. A focused review of one analytics property and a few dashboards can be done in a few days. A broader audit across multiple platforms and pipelines takes longer. I scope the timeline on the intro call once the picture is clear.
Do I need everything documented before we start?
No. Missing documentation is one of the most common reasons teams need an audit. I work from what exists, not from what was supposed to be written down.
What happens after the audit?
That depends on what I find. Some setups need targeted fixes, some a phased rebuild, some a new dashboard architecture. The findings give you a clear picture of what is worth fixing, what is worth rebuilding, and the right sequence, so you can run it in-house or have me build it.
How much does a marketing analytics audit cost?
It depends on the scope: a focused review of one analytics property and a few dashboards is scoped differently than a broad audit across multiple platforms, pipelines, and a large dashboard library. I scope pricing to the work rather than quoting a flat number. The clearest starting point is a free intro call, where we talk through your setup and I outline what a fitting audit would involve before any commitment.
Why don't my GA4, Google Ads, and CRM conversion numbers match?
Usually because each platform counts differently: GA4 counts tracked sessions, Google Ads counts clicks inside its own attribution window, and your CRM counts closed leads, so the same event lands in three buckets. I audit how each number is tracked, reconcile the definitions, and bring GA4, Google Ads, Search Console, and CRM data into BigQuery and one Tableau or Looker Studio dashboard. I set up GA4 and reassessed its event and conversion tracking, and my 7+ years running business intelligence in-house at an $800M company was largely about making numbers like these line up.
Let’s find out what your data can and cannot tell you
The first step is a conversation about what you are seeing in your reporting and whether an audit is the right fit. If it is, the next steps will be clear. If it is not, you will leave with a better read on where you stand.
or call (619) 324-3148
Dashboards
US Military Bases Worldwide | EU Migration Statistics | EU Citizenship by Country | EU Internet Access by Country | EU & G7 Economic Indicators | US Non-Stop Airlines Routes | San Diego Surf Report | Phoenix Weather History | Digital Marketing | Ham Radio Contacts Log | Sports TV Schedule | NCAA Men’s Basketball Tournament History | Champions League Qualification | Workout Wednesday
Services
Tableau Consulting | San Diego Tableau Consulting | Business Intelligence | Data Architecture | Marketing Analytics | Looker Studio | Data Visualization
Resources
U.S. City Open Data | Tableau vs Looker Studio | Independent Consultant vs Agency | What's a BI Architect? | How to Automate Marketing Reports | Why Your GA4, Ads & CRM Numbers Don’t Match | What a Marketing Analytics Consultant Actually Does | Looker Studio vs Power BI for Marketing Dashboards | Why Meta Ads Conversions Don’t Match GA4 | How to Visualize Your GSC Data in Tableau and Looker Studio | Structuring Data for Executive Dashboards | Do You Need a Data Warehouse First? | When to Hire a Marketing Analytics Consultant
Built by Clair Wyant, an independent dashboard developer & BI consultant specializing in dashboards and reporting systems built with Tableau and Looker Studio.