AGENCY SERVICES
Web analytics audit — Setup Yandex Metrica and GA4
Professional web analytics audit: identifying errors in goals, UTM tagging, settings in GA4, Yandex Metrica, and Google Tag Manager. We will set up accurate sales tracking.
SYSTEMATIC
APPROACH
TO GROWTH
STRATEGY
CONTENT
TECHNOLOGIES
GROWTH
since the studio started
GOAL
LEADS
GROWTH
projects
of studio
models
Premier Partner status
marketing, analytics
Making decisions based on incorrect data?
According to statistics, more than 80% of web analytics systems are configured with critical errors. Goal duplication when a single user action is counted twice, broken AJAX form submission tracking, missing UTM parameters in ads causing paid traffic to land under "direct visits", or incorrect end-to-end analytics. If your reports show hundreds of leads while the sales department sees only isolated deals, you are draining your advertising budget blindly.
Web analytics audit from STARCODE restores control over your marketing. We inspect all data collection levels: from counter code correctness on the website to E-commerce setup in GA4 and Yandex Metrika. We identify and fix technical discrepancies, ensuring that every figure on your dashboards reflects the actual state of affairs.
- Audit of Yandex Metrika, GA4, and social network pixel codes on website pages
- Checking correct triggering of events, goals, and form submissions
- Analysis of Google Tag Manager (GTM) container: tags, triggers, variables
- Control of UTM tagging for advertising campaigns and transition tracking
- Audit of e-commerce integration and data transfer to CRM system
80%
Web analytics systems contain severe errors that distort actual advertising ROI
-30%
Non-targeted ad budget reduction after identifying true conversion sources
100%
Data accuracy — convergence of web analytics and CRM system metrics
24 hours
Time to localize any data discrepancies between Metrika and GA4
Data is the foundation of scaling
Without configured analytics, it is impossible to use modern advertising strategies. Yandex and Google auto-bidding algorithms learn from your website goals. An error in goals causes the algorithm to attract bots instead of buyers.
How we conduct an analytics audit
We do not just look for missing counters; we verify the entire data flow architecture.
Checking via Google Tag Manager
We thoroughly examine the GTM container: tag structure, trigger conditions, and variables. We verify that third-party scripts do not block page loading and send data strictly upon target action execution.
Using GTM makes your analytics flexible and eliminates the need to constantly bother developers to install code.
Electronic commerce (E-commerce)
For e-commerce stores, we conduct an in-depth audit of e-commerce data transmission (dataLayer). We check whether product IDs, prices, categories, currency, and discounts are transferred correctly at the view, add-to-cart, and purchase stages.
You will see the exact net revenue for each ad, rather than abstract clicks.
Integration with CRM and End-to-End Analytics
We check integration of web analytics with CRM systems (Bitrix24, amoCRM). We analyze transmission of ClientID, UTM tags to deal cards, offline conversion tracking (calls, office visits), and call tracking operation.
This is the foundation for building end-to-end analytics reports from click to repeat sale.
How the analytics audit is conducted
Sequential process of checking data collection quality from on-site code to CRM reports.
Access gathering and brief
We request guest access to Yandex Metrika, Google Analytics 4, GTM accounts, ad accounts, and CRM. We define the company's main business goals.
Code installation audit
We check script presence and installation correctness across all website pages. We identify code duplication that artificially deflates bounce rate.
Checking goals and events
We manually test all feedback forms, button clicks, shopping cart, and checkout. We verify whether the corresponding events are sent to GA4 and Yandex Metrika.
Markup and UTM analysis
We check inbound traffic tagging accuracy. We analyze traffic source reports, identify visits without UTM tags from ad systems, and pinpoint referral loops.
Data reconciliation with CRM
We check user identifier (User ID / Client ID) and UTM tag transmission to the CRM system. We identify lead losses during data transmission.
Development of technical specifications for fixes
We prepare a detailed report describing errors and technical specifications for resolving them (including dataLayer schemes for developers). We present the audit on a Zoom call.
Audit services and tools
We use specialized software for testing, debugging, and data visualization.
Google Tag Manager & Debugger
Used for checking data layers (dataLayer), tracking event triggers, and debugging analytics tags before publishing changes on the production site.
GA4 & Yandex Metrica
Main analytics accounts. We check their internal settings: cross-domain tracking, referral exclusions, Google signals, session replay tools, and ad integration settings.
Google Looker Studio
A data visualization platform where we build custom, clear interactive dashboards for marketers and business executives based on verified data.
— COST
Pricing to analytics audit
Choose the analytics system audit format suited to the scale of your advertising activity.
| Package Features | Basic audit For service websites and small projects 15 000 ₽ Timeframe: 4 days | Comprehensive GTM For e-commerce stores and active traffic 35 000 ₽ Timeframe: 7 days | End-to-end analytics Integration with CRM and Dashboards 75 000 ₽ Timeframe: 15–20 days |
|---|---|---|---|
| Checking Yandex Metrica and GA4 tracking codes | ✓ | ✓ | ✓ |
| Goal and feedback form audit | up to 5 goals | up to 20 goals + GTM triggers | All events without limits |
| Ad UTM Tagging Audit | Basic | Reconciliation with Direct/Google expenses | Automatic end-to-end tagging |
| E-commerce Audit (dataLayer) | — | ✓ Full e-commerce audit | ✓ Enhanced Tracking Setup |
| Integration with CRM (Bitrix24/amoCRM) | — | Checking current setup | ✓ Turnkey lead and ClientID linking |
| Interactive dashboard (Looker Studio) | — | — | ✓ Turnkey Custom Dashboard |
| Developer consultation on technical specs | 1 hour of answers | 2 hours of responses + revision checking | Implementation of changes by STARCODE |
Frequently asked questions about web analytics
Didn't find an answer? Write to us in chat, and our specialist will help solve your problem.
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Why do data differ in Yandex Metrika and Google Analytics 4?
Data discrepancies of up to 10–15% are normal because systems use different algorithms for session counting, time zones, bot filtering, and cookie settings. However, discrepancies exceeding 15% indicate errors: duplicate tracking codes, blocking of one of the counters by site scripts, misconfigured cross-domain tracking, or browser extension blocks (AdBlock) among part of the audience. -
What is dataLayer and why is it needed for an e-commerce audit?
dataLayer is a special JavaScript array through which the website passes structured information (for example, product price, brand name, quantity) to Google Tag Manager. Without it, analytics systems are forced to read data directly from the page HTML code. If the page layout changes, analytics will break. dataLayer makes data transfer stable and independent of design. -
Do you implement fixes based on audit results?
Yes. We not only write detailed technical specifications for your developers, but can also implement fixes ourselves. Setting up Google Tag Manager, integrating goals, pixels, and event tagging on buttons can be performed turnkey by our specialists within the "End-to-End Analytics" package or as a separate custom development task. -
What access is required for a web analytics audit?
We will need guest access with view and edit permissions for the Google Tag Manager container, Yandex Metrika counters, and Google Analytics 4 resource. Also, to verify ad traffic, access to Yandex Direct and Google Ads ad accounts will be required, and for lead reconciliation — guest access to your CRM system.