What a free GA4 audit checks
Most Google Analytics audit tools read the property and audit the result. Trackingplan audits the source: every request your site, apps, and server send to GA4, GTM, and your ad platforms, as real users generate it. That is where a number becomes true or false, and where a manual checklist runs out of hours.
Events and parameters
Missing properties, dead tags, duplicate fires, broken triggers, naming inconsistencies, orphan events — caught in the wild, on real traffic, per event and per platform.
Conversions and value
Where value is missing on a purchase, where a conversion fires twice, where CAPI double-counts — the gaps that bidding acts on before anyone notices.
UTMs and campaign tagging
Naming conventions, broken UTMs, and campaigns attributed to the wrong source, checked against the traffic the campaigns actually drive.
Pixels and click IDs
gclid, fbclid, event_id, email hashes: the signals that connect conversions back to ads, how many conversions lose them, and which pixel stopped firing on which page.
Consent
Vendors firing before opt-in and Consent Mode misfires, per market and per hit. The cookies your banner declares against the ones the browser receives, before and after the visitor accepts.
PII
Emails, names, IDs, and addresses traveling in parameters, page paths, or referrers, to any platform.
Releases and GTM changes
A container change detected just before a problem started is evidence, not a coincidence. Findings carry the release they began with.
Anomalies
Hour-of-day and day-of-week baselines learned from your traffic. A drop isn’t always a problem and a spike isn’t always a success; the audit tells meaningful shifts from normal variation.
How the free audit works
No schema to define, no rules to write, and nothing to change in your existing GA4 or GTM setup. Real traffic does the setup.
- Install one tag. A GTM template or one script tag in your
<head>; an SDK for iOS and Android; a server-side hook for CAPI, Measurement Protocol, or your own backend. It observes the requests your stack already sends and changes none of them. - 2 days of learning. Trackingplan discovers every event, property, and provider from real traffic, builds your tracking plan, and learns your hour-of-day and day-of-week baselines.
- 7 days free, with 25 credits. Describe the check you want in plain words — what to look at, what to ignore, how to judge the result — and run it when you want it. Each credit is a conversation, a report, or an audit.
- Pick a plan when you are ready. Starter, Growth, or Enterprise, priced by the sessions monitored plus credits for the agent’s work. Nothing in your tracking depends on the decision.
What the report contains
Every run closes with a grade and the evidence for it. Results go to email or Slack.
- A verdict. OK, Needs attention, or Inconclusive. Inconclusive is a legitimate answer, and it says why.
- What changed. What’s new, what got worse, and what recovered since the last run.
- The hits behind every finding. The request, the vendor, the market, and the release involved — ready for the developer who fixes the tag or for legal.
- A cause only when the evidence agrees. Trackingplan names a cause only when two independent pieces of evidence agree, for example a container change just before the problem started plus traffic confirming how it broke. Anything less is labeled a hypothesis. If it can’t find the cause, it says so.
Why audit real traffic and not a crawl
A crawler visits your pages once, with one browser, one consent state, and no purchase. Your users arrive from a campaign, answer the banner, switch devices, and buy. The audit that matters runs on them.
“You can have a perfectly implemented tag, in the right place, firing the right event — and still lose most of your data. If the timing is wrong relative to how real users behave on your specific traffic mix, it is operationally invisible until something makes you look at it differently.”
From a global enterprise whose paid traffic was invisible to its analytics. Read the story →
It is also the part a manual audit cannot afford. Rasmus Frølund, Founder & CEO at Fact, on checking every edge case of every client implementation by hand: “it could easily take more than 200 hours.” Bert Reila, Analytics Manager at Rethink, on what replaced it: notifications “sometimes even just a couple of hours after a release.”
Questions before you start
?Do I need to change my existing GA4 or GTM setup?
No. Trackingplan works alongside your existing analytics and marketing implementation. You install the tag or SDK and it observes the traffic your stack already generates.
?Is the audit only for GA4?
No. The same tag captures every request your pages send to every provider: GA4, GTM, Meta, Google Ads, TikTok, Pinterest, your CDP, your consent vendor — 170+ analytics and ad providers.
?What does the audit see of my users?
Trackingplan does not use cookies, never stores personal data, and never builds user profiles. Data is anonymized or masked on the user’s device before it is forwarded for analysis. See the privacy policy for the details.
?How long until the first result?
Monitoring starts the moment the first hits arrive. For 2 days Trackingplan learns your specs from your real traffic; then you get 7 days free and 25 credits, 9 days in total. You get an email as soon as enough data has been collected and your workspace is ready.
?What happens after the 9 days?
When the trial ends, Trackingplan recommends the plan that fits you best, based on the sessions it has seen. Ready to keep going? Book a 30-minute kickstart session to review your results, explore what’s next, and get your account ready for continued use. Trackingplan keeps monitoring in the meantime, so you don’t lose a day of data if you carry on. The three plans and what each includes are on the pricing page. Enterprise teams can also run a free proof of concept against their own stack before committing.