Field note
What a two-week analytics audit actually examines
Day one is access and a walkthrough. We need the analytics application, the tag manager, a staging environment if you have one, and ninety minutes with someone who can click through the journeys you care about. We do not start in the reports.
Days two to four are inventory. We list properties, streams, containers, server-side endpoints, and the SDKs in the apps you named. We note who owns each. Orphaned containers are common. So are parallel GA4 properties created during a migration and never closed.
Days five to eight are the journeys. We record what fires, what is blocked by consent, and what reaches the application. We compare that with the tracking plan or, if there is no plan, with what your analysts believe is being collected.
Days nine and ten are discrepancies. If you have a CRM or warehouse, we pick one conversion and try to reconcile a single week. We stop when we can explain the difference, not when the numbers match.
The last days are the findings file and a working session. We do not leave a hundred-page appendix as the main artefact. We leave a ranked list, evidence for each item, and a repair order your developers can schedule. That is the audit. The implementation work that follows is a separate engagement, if you want it.
If a similar mismatch is sitting on your desk, request a briefing.