GA4 Measurement Audit & Cleanup

Written By Nick Chandler

A representative example of how I help teams restore trust in GA4 before investing in deeper analytics or reporting work. This approach is informed by leading GA4 migrations at companies like 23andMe and Life360, where measurement decisions had real downstream impact.

What triggered the work

  • Numbers didn’t align across GA4, ad platforms, and dashboards

  • Conversions were inconsistent or unclear

  • UTMs and channel attribution had drifted over time

What I reviewed

  • GA4 event and conversion configuration

  • UTM structure and channel grouping logic

  • Key journeys (session → conversion → reporting)

  • Alignment between GA4, paid platforms, and dashboards

What I fixed or recommended

  • Cleaned and standardized UTMs

  • Removed redundant or misleading events

  • Added high-signal events aligned to business KPIs

  • Clarified which metrics should (and shouldn’t) be trusted

Outcome

  • Clearer reporting

  • Fewer attribution debates

  • A shared understanding of what GA4 is, and is not, signaling to the business

Nick Chandler
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