Website

Can management trust our conversion numbers? Google Ads and GA4 audit

A read-only audit of every Google Ads conversion action and GA4 key event. It flags issues by severity, estimates how far reported conversions and CPA may be off, and ends with a plain-language verdict for management.

When to use it

When management asks whether your reported conversions and CPA can be trusted, or you suspect duplicate or silent conversion actions.

What you get

A conversion action table with issues ranked by severity, an estimated range for how far conversions and CPA may be off, and a plain-language verdict paragraph for management.

Does it change anything in my account?

No. The assistant only reads your data and reports back.

Works with

Google Ads, GA4

Fill in before sending

[Google Ads account]
I need to tell management whether our conversion data for [Google Ads account] is reliable. Review the last 30 days. This is read-only, so change nothing. 1. Build one table covering every conversion action with these columns: name, source (website tag, GA4 import, call, upload, etc., based on the action type), category, status, primary or secondary, counting (every or one), click-through lookback window, attribution model and conversions in the last 30 days. For primary or secondary, use the "included in Conversions" flag, not the legacy primary_for_goal flag. Also show which conversion categories are biddable at goal level. 2. Add a "last conversion date" column. Run a read-only GAQL query on the account for the last 90 days, segmented by conversion action and date, with all conversions as the metric. For each action, take the latest date with a non-zero value. If an action has nothing in 90 days, write "none in 90 days". 3. Next to the table, list the GA4 key events with their counting method. Add each event's 30-day count from a GA4 report broken down by event. 4. Pull 30-day campaign spend so you know which campaigns were spending while each action was silent. Flag each issue with a severity level: - Critical: a primary action with zero conversions in 30 days while campaigns spent money. The same form or purchase counted by two primary actions (for example, a Google Ads tag plus a GA4 import). - Warning: lead actions counted as "every". A primary action that is paused or removed. Lookback windows that differ between similar actions. - Info: secondary actions with no conversions in 90 days. To estimate over- or under-statement, compare Ads primary conversions with the matching GA4 key event counts for the same 30 days. Where two primary actions track the same form or purchase, show what total conversions and CPA would be if only one of them counted. Present the result as a range, not a single exact figure, and state your assumptions. Attribution, lookback windows and consent mean Ads and GA4 never match exactly, and duplicate counting cannot be measured directly. Close with a single paragraph for management that answers three questions. Can we trust reported conversions and CPA? Roughly how far off are they, as an estimated range? What needs fixing first? List the proposed fixes separately and name the tool that would apply each one. Note any fix that can only be done in the Google Ads interface, such as pausing or removing a conversion action. I will approve fixes one at a time. For each approved fix, show the confirm=false preview first and wait for my go-ahead before applying anything.

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