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Analytics audit
An analytics audit is a structured review of your tracking set-up to find missing, broken or misleading data.
Written by Reflective Data experts · updated Oct 5, 2026
A thorough audit checks the whole chain: tags, data layer, consent, analytics configuration, filters, and the way data is used downstream in reports and warehouses. Most set-ups have at least one issue that quietly distorts decisions.
The output should be a prioritised list of fixes, ranked by business impact, not just a long list of findings.
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Data layerGoogle Tag ManagerMeasurement plan
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