Find out why Google Analytics and your sales numbers never agree
GA4 says one revenue number. Shopify says another. Raquel checks every event, conversion, and revenue figure against what your store or CRM recorded. You get a ranked list of fixes your developer can work through.
Does this sound like your GA4?
- GA4 shows less revenue than your store does, and the gap changes from week to week.
- Purchases or form fills get counted twice, or not at all.
- A large share of your traffic shows up as "unassigned" or "direct."
- Someone set up GA4 during the switch from Universal Analytics, and nobody has checked it since.
- Your ad platforms take credit for sales GA4 never saw.
Picture a 15-person skincare brand selling on Shopify. Every month the owner opens GA4 and sees revenue well short of what Shopify reports. Quietly, she stops trusting either one. The audit traces that gap to its causes. Maybe a checkout event fires on the wrong page. Maybe a consent banner blocks tags before anyone clicks. Maybe a payment app sends shoppers off-site and back as new visitors. Then the audit says which cause to fix first.
Why is the GA4 audit a flat price?
Every GA4 audit covers the same ground: one property, its data streams, the tags that feed it, and the records you compare it against. The work is the same shape each time, so Raquel can quote it once. Need a second property or a full rebuild? She tells you on the discovery call, before you pay anything.
How does the GA4 audit run?
- 01Access and a 30-minute walkthrough of how you sell
- 02Tag and event inventory
- 03Test purchases and form fills, recorded end to end
- 04Reconciliation against your store or CRM
- 05Findings report and a call to walk through it
All the steps, in detail
- You grant read access to GA4, Google Tag Manager, and your store or CRM reports.
- Raquel spends 30 minutes with whoever knows how a customer buys. That way she checks the path that matters.
- She lists every tag, trigger, and event firing today, including leftovers from old agencies and apps.
- She places test orders or submits test forms and watches what reaches GA4 in real time.
- She checks the data streams, internal traffic filters, cross-domain settings, and referral exclusions.
- She reviews consent mode and the cookie banner to see what it blocks, and when.
- She compares 30 days of GA4 purchases or leads against your source system. Where volume allows, she goes line by line.
- She ranks every finding by how badly it distorts revenue or lead counts.
- She writes the fix list so your developer or agency can act on it without a second meeting.
- You get a 45-minute readout to ask questions and agree the fix order.
What does the GA4 audit include?
- A tag and event inventory showing what fires, where, and whether it should
- A reconciliation table: GA4 against your store or CRM, with every gap explained or flagged as unexplained
- A ranked fix list, each item marked by impact and by who can fix it (you, your developer, or your agency)
- A conversion map showing which actions count as conversions today and which should
- A consent and privacy settings check, written in plain English
- A 45-minute readout with Raquel
What you get, what this is not, and what you need to bring
What you get
- A written report you can forward to any developer
- Every gap between GA4 and your sales records explained in plain terms
- Email questions for 30 days after the readout
What this is not
- Not the fixes themselves. Raquel diagnoses; your developer or agency implements. Want her to check the fixes afterward? That's quoted separately.
- Not a promise that GA4 will match Shopify or your CRM to the dollar. Some gap is normal. The report says how much is reasonable for your setup.
- Not legal advice or a privacy compliance certification.
- Not a marketing strategy review. It asks whether the data is right, not whether the campaigns are good.
What you need to bring
- Admin or editor access to GA4 and Google Tag Manager
- Read access to your store or CRM's order or lead reports for the last 30 days
- The name of whoever installed your tracking, if you know it
- Permission to place a few test orders or form submissions
What we ask before booking
- Which platform do your sales or leads actually live in: Shopify, WooCommerce, a booking tool, or a CRM?
- Do you use Google Tag Manager, or were tags pasted straight into the site?
- Does checkout or booking ever leave your domain, for example to a payment page or a scheduler?
- Is anyone currently changing the site, like a redesign or a platform move?
- Who will receive the fix list and do the work?
Price
- What moves it
- Nothing inside the scope above. A second GA4 property, an app, or a separate storefront is quoted as an add-on before you book.
- Payment terms
- Half when you book, the other half when the findings report arrives
What if it isn't worth it?
The price and scope are fixed before you book. If your setup needs more than this scope, you hear it on the discovery call, before you pay anything.
Questions people ask before booking
Will GA4 ever match Shopify exactly?
No, and nobody should promise that. Ad blockers, declined cookies, and refunds mean GA4 usually reads lower than your store. The goal is a gap that's small, steady, and explained. Then you can trust the trend even if the totals differ.
Do you fix the tracking or just tell us what's wrong?
The audit is the diagnosis. The fix list is written so a developer can follow it step by step. Many small brands hand it to the freelancer who built their site. If nobody on your side can do the work, raise that on the discovery call.
Our agency set up GA4. Won't this step on their toes?
It usually helps them. The report is neutral and specific. Your agency gets a clear list instead of a vague "the numbers look off." You decide whether to share it.
Where does Raquel's GA4 experience come from?
Raquel ran GA4 tracking governance and QA during a GA4 migration in an in-house digital analytics role. She checked events and revenue against the business's own order records before leadership relied on them. This audit runs the same check on your site.