Analytics Analysis | Tracking | Reporting
Conversions counted twice? GA4 events that fire on some pages and not others? Ad platforms bidding toward “leads” that were only clicks?
These are just a few of the common issues with analytics tracking we've helped clean up for over 300 companies spanning e-Comm to SaaS to B2B and so on.
The Marketing Ref audits your marketing analytics from end to end. You get a plain-English report showing what’s broken, what it’s costing you, and a game plan to correct. Let's hit the field!
Read-only · no passwords · game plan in 5 business days • No commitment
Your Analytics Health
What one real Tracking Audit found
conversions Google Ads counted in 30 days
of them were actual form leads
were careers-page clicks from a sister site
every phone tap was counted, by two primary actions
Every one of those 581 was teaching Smart Bidding what a lead looks like - and it was wrong.
A US Regional Equipment Dealer and Services Company in 2026 . See dashboard screenshots →
Sound familiar?
You don't need to know what a key event or a trigger is, you only need to notice the numbers don't add up. These are some of the most common calls (and fouls) we see.
Usually: clicks, page views or duplicate tags counted as leads, so the platform reports wins that never reached you.
Usually: the purchase event fires twice, skips some checkouts, or never fires on a third-party checkout or booking app.
Usually: a trigger tied to a button, page or form that changed. Nothing alerted anyone.
Usually: the form doesn't capture source or click IDs, so paid leads show up as nobody's.
Usually: there was one person who setup everything up and has now left and nobody knows what's going on.
Usually: different definitions of a conversion, and nobody outside the agency has checked the setup.
Nodded at one of these? That's exactly where we start.
Start the Tracking Audit · $249The clock's running
Broken tracking isn't a reporting problem to tidy up later. It's steering money right now.
Ad platforms like Google or Meta, etc. bid toward whatever you call a conversion. Count a careers click as a lead and they'll find you more careers clicks, on your budget, every day.
Which channel to cut, which agency to keep, what next year's budget looks like. If 2027 is being planned on 2026 numbers, those numbers need to be right first.
GA4 can't go back and recount. Every week of bad data is a week you can never compare against, and GA4 ships set to keep detailed event data for just two months.
A theme update, a new form, a plugin, a redesign. Tracking rarely fails with an error message. It drifts until someone notices the numbers look strange.
What we check
Most tracking doesn't break loudly. It drifts: an event gets renamed, a tag gets duplicated, a sister site's clicks start counting as your leads. The Tracking Audit reads the actual configuration, not a guess from the outside.
Which events and actions count as conversions, whether they actually arrive, and whether a “lead” is really a lead.
Duplicate tags, overlapping conversion actions, and two tools reporting the same click.
Paused and legacy tags, renamed events, triggers held together by button text, and settings like data retention that delete history.
Primary vs. secondary actions, counting rules, values, attribution and Enhanced Conversions.
Quote, contact, call and sign-up paths mapped step by step with 30-day counts.
Which marketing tags fire before consent, and whether Consent Mode is wired in. More in the Cookie & Consent Audit →
What you get
No 80-page export. No jargon you have to forward to someone else to translate.
One score you can take to the owner or the board.
What's wrong, why it matters, and the fix.
Written so your developer, your agency or your own team can follow them.
Mapping each touchpoing in your customer journeys and what events fire and where they go - this is our most popular deliverable
Walk through it with the Ref and ask anything.
Why a ref
The person who built your tracking is the last one likely to spot what's wrong with it. That's not a knock on them; it's how blind spots work. The Tracking Audit is an outside read with nothing to defend. We didn't build your setup and we don't sell the fix, so we're not grading our own work. You get findings you can hand to your developer or agency as they are, with no politics attached.
Who calls us
You're paying for clicks every month and can't say with confidence what a real lead costs.
GA4, the store and the ad platforms each report a different revenue number.
You inherited someone else's setup and need to know what you're standing on before you report on it.
How it runs
Sign up, read the one-page terms and pay $249 once. No subscription, no retainer.
One Google sign-in, read-only. You pick the property, container and ad account. Our access is revoked automatically right after the pull.
Within 5 business days: your private dashboard with a health grade, every flag explained in plain English with its fix, and a 30-minute Tracking Review Call with the Ref.
The path
Your $249 comes off an Analytics & Tracking audit when you book within 60 days. The Ref doesn't sell implementation, so every fix list is written for your own team or agency to run.
The Tracking Audit tells you what's broken on Google's side. When the next question is which ads produce paying customers, that's the Marketing Audit.
GA4 · Tag Manager · Google Ads
Tracking Audit fee credited
Hours never expire
FAQ
Yes. Every flag is written in plain English: what's wrong, why it matters and how to fix it. The review call is there for anything that still needs explaining.
If your numbers don't match what you see in sales, or nobody has checked the setup since the last site change, it's worth a look. If it comes back clean, you'll know you can trust it, and that's worth knowing too.
It's read-only and changes nothing. You get neutral findings you can share with them, written as fixes, not blame.
Many flags are settings changes that take minutes once you know where they are. Others need a developer. The fix list says which is which, written so your team or agency can run it.
No. The Tracking Audit is read-only. We report what we find and how to fix it; your team or agency makes the changes.
No. You sign in on Google's own screen, which lists exactly what's requested. One pull, then access is revoked automatically, and it expires within an hour regardless.
Yes. Skip Ads when you connect and we review GA4 and Tag Manager. Most of the flags we find live there.
The Tracking Audit covers Google's stack, where most tracking breaks. Meta, LinkedIn, Bing, your CRM handoff and a live consent scan are in the Marketing Audit, and your $249 comes off it.
If we can't complete the review, or you're not happy after your Tracking Review Call, tell us within 7 days and we refund you in full.
Kickoff
Five business days from now, you can know exactly what's miscounting and what to fix first. Until then, your budget keeps learning from the old numbers. $249, read-only, refunded if it doesn't deliver.
Start the Tracking Audit →
