analytics-tracking-review

Audit GA4 tracking by comparing fired events against the tracking plan, verifying property types match, and checking that reserved event names are not reused. Use GA4 DebugView and GTM Preview Mode to trace trigger-to-tag sequences before production release.

Prevent duplicate purchase events by checking sessionStorage or a cookie for the order ID before firing, then clearing it after. The transaction_id must be the actual order ID, and the event should fire exactly once per order even on page refresh.

GA4 prohibits email addresses, phone numbers, full names, and postal codes in event properties, which violates its terms of service and GDPR. User IDs must be pseudonymous, such as SHA-256 hashed values or random UUIDs, never raw emails or database keys.

Yes, GTM Consent Mode v2 requires ad_storage, analytics_storage, ad_user_data, and ad_personalization set to denied by default, updated to granted only after user consent. Consent state must persist across page loads, and revocation must stop future collection.

Mismatches commonly come from duplicate client-side events, ad blockers, consent mode filtering, or string-typed price values that GA4 reports as $0. Server-side conversion import via the GA4 Measurement Protocol provides more reliable attribution than client-side firing.

Skip this review for pure SQL or business intelligence reporting with no front-end instrumentation, server-side log analysis without tracking libraries, or ad platform pixel audits lacking any consent or data layer component. Those need data engineering or scoped pixel reviews instead.