Website Analytics Audit Checklist: GA4, Looker Studio, Hotjar, Clarity and CRM
A website analytics audit checks that tracking loads, events fire, conversions record, attribution works, behavior tools collect data and leads reach the CRM. This checklist walks through GA4, GTM, Looker Studio, Hotjar, Microsoft Clarity and CRM data from tracking installation to final reporting. Use it to find gaps, duplicates and mismatches across the full analytics stack rather than auditing one tool in isolation.
Table of Contents
- 01.How to use this audit
- 02.Stage 1: Confirm tracking loads
- 03.Stage 2: Confirm GA4 receives events
- 04.Stage 3: Confirm important conversions
- 05.Stage 4: Check campaign attribution and UTMs
- 06.Stage 5: Check landing page behavior
- 07.Stage 6: Compare leads with CRM and dashboards
- 08.Stage 7: Validate mobile behavior and final reporting
- 09.Interpreting expected differences
- 10.How to test and validate the audit
How to use this audit
Work through the stages in order. Each stage confirms one layer of the analytics stack. A failure at an early stage often explains problems at later stages, so do not skip ahead. The goal is a connected view where tracking loads, events fire, conversions record, behavior tools collect, leads reach the CRM and dashboards report accurately.
Stage 1: Confirm tracking loads
- Confirm the GA4 tag fires on all key pages.
- Confirm GTM loads and publishes the live container if used.
- Confirm the Hotjar script fires on tracked pages.
- Confirm the Microsoft Clarity script fires on tracked pages.
- Confirm none of the scripts is blocked by consent or ad blockers more than expected.
Stage 2: Confirm GA4 receives events
- Confirm page views fire on key routes.
- Confirm important interaction events fire as configured.
- Confirm ecommerce events fire where relevant.
- Confirm events carry the expected parameters.
Stage 3: Confirm important conversions
- Confirm key events are marked as conversions in GA4.
- Confirm form submission conversions fire.
- Confirm call lead conversions fire where relevant.
- Confirm conversion definitions match the business goal.
Stage 4: Check campaign attribution and UTMs
- Confirm UTMs survive redirects to the landing page.
- Confirm GA4 attributes sessions to the correct campaign source.
- Confirm Clarity UTM filtering returns the expected sessions.
- Confirm Google Ads conversion imports match where used.
Stage 5: Check landing page behavior
- Review heatmaps for CTA visibility and scroll depth.
- Review session recordings for where visitors abandon.
- Check rage clicks for frustration points.
- Check dead clicks for misleading elements.
- Confirm form interactions are captured in recordings.
Stage 6: Compare leads with CRM and dashboards
- Compare analytics conversion counts with CRM lead creation.
- Trace any lead present in analytics but missing from the CRM.
- Compare CRM data with the Looker Studio dashboard.
- Validate Looker Studio metrics against source platforms.
- Check for duplicate tracking that inflates counts.
- Check for missing data that suppresses counts.
Stage 7: Validate mobile behavior and final reporting
- Confirm tracking and behavior tools work on mobile.
- Confirm dashboards render correctly on mobile.
- Confirm final reporting matches the validated source data.
- Document any expected differences between platforms.
Interpreting expected differences
GA4, Hotjar, Clarity and the CRM will not always show identical numbers. Each measures differently and applies different consent and coverage rules. The audit does not aim for identical totals. It aims for a stable, explainable relationship between the platforms and for any unexpected gap to be traced to a specific cause.
How to test and validate the audit
- 1.Run a full test lead through the journey from landing page to CRM.
- 2.Confirm the event fires, the lead submits, the CRM record is created and the dashboard updates.
- 3.Repeat on mobile to confirm the full journey works across devices.
- 4.Document the validated state so future changes can be compared against it.
Frequently Asked Questions
Should all my analytics tools show the same numbers?
No. GA4, Hotjar, Clarity and the CRM measure differently and apply different consent and coverage rules. The audit aims for a stable, explainable relationship, not identical totals. Investigate only sudden or unexplained gaps.
Need help applying this to your business?
PPC, Conversion Tracking, CRM and Automation Specialist. Helping businesses generate qualified leads with Google Ads, accurate tracking and automated follow-up.
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