GA4 integrity

Executive Summary

Searchflex's GA4 property (475597986) returns a perfect trust score of 100, indicating no data integrity issues were detected in the audit; however, this is likely a reflection of an absence of data rather than a clean bill of health. All key e-commerce events — including view_item, add_to_cart, begin_checkout, and purchase — are recording zero activity, and total revenue and transaction counts are similarly empty, suggesting the tracking implementation has not yet been deployed or is fundamentally broken. Immediate action is required to establish baseline e-commerce measurement before any meaningful performance analysis or optimisation can take place.

Key metrics

Ecommerce funnel

Top recommendations

1. 1. [CRITICAL] Verify GA4 tag deployment: Confirm that the GA4 measurement tag (G-XXXXXXXX) is firing on all pages by using GA4 DebugView and Google Tag Assistant — zero events across the entire funnel strongly suggests the tag is either missing, misconfigured, or blocked by a consent mechanism.
2. 2. [CRITICAL] Implement and validate e-commerce event tracking: Ensure the four core funnel events (view_item, add_to_cart, begin_checkout, purchase) are instrumented correctly via Google Tag Manager or direct gtag.js calls, including all required parameters (currency, value, items array) per GA4's enhanced e-commerce schema.
3. 3. [HIGH] Audit consent management platform (CMP) configuration: If a cookie consent banner is in use, verify that GA4 tags are not being universally blocked prior to user consent — implement Google Consent Mode v2 to capture modelled conversions and maintain funnel visibility for non-consenting users.
4. 4. [HIGH] Configure purchase event with revenue parameters: Once tagging is live, specifically validate that the purchase event passes transaction_id, value, and currency fields correctly, as these drive the revenue and distinct transaction metrics that are currently zero and are essential for ROI reporting.
5. 5. [MEDIUM] Set up GA4 conversion events and audiences: After confirming event data is flowing, mark purchase (and optionally begin_checkout) as conversion events in GA4, and create remarketing audiences based on funnel drop-off stages to enable paid media activation as soon as data volume is sufficient.
6. 6. [MEDIUM] Establish a data validation baseline and monitoring cadence: Once tracking is operational, document expected event volumes and set up automated anomaly detection alerts within GA4 (or a connected Looker Studio dashboard) so that future tracking regressions are caught within 24–48 hours rather than discovered retrospectively in an audit.

Findings

Trend vs previous period