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Measure · Data quality
Data quality audit: know which numbers to trust
Before making decisions from GA4 or your ad platforms, it is worth knowing how closely that data reflects reality. I run an audit that compares sources, pins down why they differ and tells you what to fix first.
In short
A data quality audit checks whether GA4, Google Ads and Meta correctly record what happens in your WooCommerce store. I look for duplicate purchases, missing transaction IDs, inconsistent values, payment gateways stealing attribution and the effect of consent on your data. It is for stores about to make investment decisions, change agency, or that have simply stopped trusting their reports.
Quality issues I come across often
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Duplicate purchases
The thank-you page reloaded, or revisited from the confirmation email, fires the purchase event again. Revenue in GA4 and the ad platforms ends up inflated.
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Attribution hijacked by gateways
Returning from PayPal, MB WAY or another gateway starts a new session as a referral. Sales stop being credited to the campaign that drove them.
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Consent impact never measured
Nobody knows how many visits and purchases go unrecorded because of consent, or whether Consent Mode is sending the right signals.
How I run an audit
I take real WooCommerce orders as the reference and compare them with what GA4 and the platforms recorded over the same period. Every gap is traced to its cause, rated by severity and matched with a specific fix.
- Reconciliation of transactions, revenue and order IDs across WooCommerce, GA4, Google Ads and Meta.
- Checks for duplicates, missing or repeated transaction_id, and currency, VAT and shipping in the values sent.
- A review of referral exclusions, internal traffic, UTM parameters and auto-tagging.
- Analysis of tag behaviour with and without consent, and the state of Consent Mode v2.
What you get
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Order reconciliation
A comparison, order by order where possible, between WooCommerce and what each tool recorded over the period.
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Prioritised issue list
Every fault found, with its likely cause, its impact on reporting or bidding, and its severity.
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Consent analysis
How tags behave in each consent state and what that means for your data.
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Remediation plan
Concrete steps to resolve each issue in order of priority, which you can carry out with me or another specialist.
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Checking routine
A proposal for periodic checks and alerts that catch new faults before they affect decisions.
How it works
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Period and access
We pick a representative period and I get read access to WooCommerce, GA4, GTM and the ad platforms.
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Collect and compare
I export data from each source and reconcile orders, revenue and attribution.
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Trace the causes
I place test orders, inspect tags and settings, and identify where each gap comes from.
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Present and plan
I walk you through the findings on a call and deliver the report with a prioritised remediation plan.
Tools I use
- GA4
- Google Tag Manager
- BigQuery
- Looker Studio
- Tag Assistant
- Google Sheets
What gap between GA4 and WooCommerce is acceptable?
There is no universal figure, because it depends on consent rates, audience and set-up. What matters most is that the gap is explained and stable over time. A gap that swings a lot from month to month usually points to a technical problem.
How do you prevent duplicate purchases in GA4?
By always sending the order ID as transaction_id and making sure the event only fires once per order, for example by flagging the order as already tracked. GA4 tries to deduplicate purchases with the same transaction_id, but it is best not to rely on that alone.
Does the audit include fixing the problems?
The audit delivers the diagnosis and the remediation plan. Implementation can follow, with me or with whoever already works on the site, and the plan is written so any specialist experienced with GTM and GA4 can follow it.
Do I need to give admin access?
For the audit, read access to the tools and an order export from WooCommerce are usually enough. If test orders or specific settings need checking, we agree the access required case by case.
Related tools
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About to make decisions based on this data?
Book a discovery call. I will explain how the audit works and what data I need to get started.