What Google Analytics Metrics to Use in a Digital Marketing Audit
And Why Most Teams Are Looking at the Wrong Ones
The Biggest Analytics Mistake Is Not Missing Data.
It Is Using Metrics That Cannot Support Decisions.
Most organizations have Google Analytics installed. Very few feel confident using it to make real marketing decisions.
Dashboards look polished. Reports look impressive. But when leadership asks what is actually driving results, the answers are often unclear.
The issue is not GA4 complexity or missing data. It is choosing metrics without thinking about how they will be used. When the wrong metrics guide analytics, activity looks busy while clarity slips away.
Who is this for?
Why Google Analytics Feels Comprehensive but Rarely Feels Useful
This page is for owners, GMs, and senior marketers who use Google Analytics but are not confident they understand what the numbers are really telling them.
If your team reviews GA4 regularly, tracks a long list of metrics, and still debates performance without clear agreement, you are not alone. When reports highlight activity instead of insight, analytics becomes noise instead of guidance.
Google Analytics captures almost everything. A good audit focuses only on what matters. The gap creates a false sense of confidence. Visibility is mistaken for understanding.
Common issues include tracking too many metrics with no clear priority, measuring engagement without intent, reporting conversions without knowing where they truly came from, and building reports to look good rather than support decisions. What appears thorough often fails when real choices need to be made.
How Google Analytics is Useful in a Digital Marketing Audit
Understand which channels are creating real demand versus noise
See where attribution is breaking down and distorting results
Separate influence from actual conversions
Spot where time and budget are being misallocated
Support decisions with evidence rather than opinion
Part 1: Context Alignment
We start by understanding your business goals, constraints, and risk tolerance so analytics is reviewed in context, not isolation.
Part 2: Diagnostic Walkthrough
We walk through your existing Google Analytics data to assess signal quality and identify what is helping or misleading decisions.
Clarify which metrics actually matter
Identify attribution gaps affecting performance views
Test whether current reporting supports confident decisions
Part 3: Decision Readiness Assessment
Identify which decisions are safe to act on now
Flag decisions that need better data before moving forward
Highlight where it makes sense to pause and reduce risk
Private Session to Help You
What we offer in our sessions:
We review your analytics with a focus on clarity, not setup or optimization. The goal is to understand which numbers you can trust, which ones are misleading, and what decisions are safe to make right now based on the data you have.
What This Session Is Not
To avoid confusion, this sessions is not:
A GA4 setup or configuration walkthrough
A list of reports or dashboards to build
A tool or platform comparison
A how-to on tagging, events, or tracking
A campaign optimization review
A discussion of short-term performance tweaks
The focus is on how analytics supports decisions, not how to run the tools.
What You Will Leave With
By the end of the session, you will have:
Clear understanding of which GA metrics you can trust
Confidence in which channels are truly driving results
Visibility into attribution issues affecting reporting
A clearer sense of which marketing decisions are safe to make
There is no obligation to proceed.
Workshop Logistics
Format and Logistics
Format: Live, instructor-led session focused on decision clarity
Duration: Fixed-length and outcome-driven
Who it’s for: Owners, GMs, and senior marketers responsible for marketing decisions
Availability: Limited sessions to keep it focused and interactive
Before the Session
Confirm access to Google Analytics (GA4)
Complete a short intake for context
Identify 1-2 key marketing decisions currently under consideration
No preparation, dashboards, or reports required in advance
Gain Decision Clarity
This workshop reflects the same analytics and decisions-readiness framework used in senior-level audit and advisory work, offered without commercial pressure
The goal is simple: help you make better decisions before taking action
