GA4 + GTM Audit · Direct API connection

GA4 and GTM audits
in minutes, not days.

Lumen is an automated Google Analytics and Google Tag Manager audit. 100+ checks, findings backed by data, and step-by-step guidance to fix every issue identified.

See how it works

Live audit running

ecommerce.example.com · GA4: G-XXXXXXX · GTM: GTM-XXXXXXX
Connected
🔴
BigQuery daily export limit exceeded
1 BigQuery link is over the daily export limit, with a peak of 1,477,884 daily events (148% of the 1M limit).
GA4 › Admin › BigQuery Links In your live account this links directly to the exact tag or setting that needs attention.
Critical
🟠
Landing page (not set)
1,979,485 sessions recorded without a landing page set, accounting for 23.3% of all sessions.
View Detailed Data
High
🟠
Custom HTML injection tags
29 custom HTML tags found in the container. 6 have names that do not reflect their functionality.
GTM › Tags › Custom HTML (29 flagged) In your live account this links directly to the exact tag or setting that needs attention.
High
🟡
Recommended events not used
23 events were found that closely resemble GA4 recommended events but use non-standard names.
View Detailed Data
Medium
🟢
Self-referrals
No self-referral sessions detected. Referral exclusions are configured correctly.
Pass
Audit score
–
/ 100
Setup
–
Tracking
–
Attribution
–
Governance
–
Scanning 30 days of data
0 / 100 checks complete
Common issues

What Lumen finds.

The most common findings on each platform. Every one of them directly affects the data you make decisions from.

GA4

Google Analytics 4

(not set) landing pages and inconsistent page paths
Query parameter cardinality pushing data into (other)
UTM inconsistencies splitting campaigns in reports
Custom dimensions collecting no data
Missing e-commerce funnel events
Duplicate or suspicious transactions
GTM

Google Tag Manager

Duplicate tags and overlapping triggers
Variables referencing missing dataLayer keys
Unused triggers, orphaned variables, container bloat
Tags with no consent status configured
Injection tags with unclear naming or purpose
Container versions published without change notes
10+
years of GA4 and GTM
auditing experience
100+
automated checks across
both platforms
2x
platforms (GA4 and GTM)
audited per client
How it works

Four steps from connection to findings.

1

Connect your GA4 and GTM accounts

Lumen connects via the GA4 Admin API and GTM API. Authorise access once. No exports, no scripts, no developer involvement.

2

100+ checks run automatically

The audit covers setup and property configuration, event schema, tag governance, trigger logic, attribution, consent mode, and cross-domain handling.

3

Review findings with fix steps and direct links

Each finding shows the data behind the issue, what to do about it, and a direct link into the relevant tag, trigger, event, or property setting.

4

Re-audit after you've made changes

Re-run against your updated configuration to confirm fixes are in place. Lumen shows what changed between runs.

Sample finding output
94 Tags Without a Consent Status Set
Critical
94 tags in the container have no consent status configured and fire regardless of user consent state. This creates direct compliance exposure. Review each tag's consent settings, apply built-in consent checks where supported, and add additional consent requirements for tags that set cookies or send data to third parties.
GTM › Tags › Consent SettingsLinks directly to the flagged tags in your live GTM account.
E-commerce Funnel Events Not Collected
High
299,358 purchase events were recorded against zero begin_checkout events, and view_item and add_to_cart are not collected at all. Funnel and abandonment reporting is impossible. Implement the missing e-commerce events in the dataLayer and add corresponding GA4 event tags so every shopping stage is tracked.
View Detailed Data GTM › Tags › E-commerce eventsLinks directly to these tags in your live GTM account.
UTM Parameters Malformed or Unparsed
Medium
Mixed-case mediums split the same channel across 55,521 sessions, and 7 non-standard parameter variants are not parsed by GA4 at all. Standardise UTM casing at the source, fix the malformed parameter names, and adopt a single tagging convention across teams.
View Detailed Data
Ongoing auditing

Audits that run on your schedule.

Configurations change constantly. Scheduled audits catch issues before they become invisible assumptions in your data.

🗓️

Scheduled audits

Set a daily, weekly, or monthly cadence and Lumen runs automatically. You're alerted when new findings appear or an existing issue changes in severity.

🔁

Re-audit after fixes

After updating your configuration, re-run the same audit to verify the changes resolved the finding. Closed findings are marked resolved in the run history.

📋

Run history and change tracking

Lumen keeps a record of every audit and shows what changed between runs. New issues from a deployment are flagged immediately.

Pricing

Simple, transparent pricing.

Start with a single audit or subscribe for ongoing coverage. All plans include direct GA4 and GTM connection, 100+ checks, and in-app findings with fix steps.

Monthly
Annual Save up to $600/yr

Subscription plans

Single Business
Monthly $59 /mo
Annual $49 /mo
Save $120/year
✓2 accounts connected: 1 GA4 + 1 GTM
✓8 audit runs per month
✓Scheduled audits
✓CSV + PDF export
✓1 team seat
✕White-label
Professional
Monthly $119 /mo
Annual $99 /mo
Save $240/year
✓10 accounts connected (GA4 and/or GTM)
✓40 audit runs per month
✓Scheduled audits
✓CSV + PDF export
✓1 team seat
✕White-label
Most popular
Agency
Monthly $279 /mo
Annual $229 /mo
Save $600/year
✓40 accounts connected (GA4 and/or GTM)
✓160 audit runs per month
✓Scheduled audits
✓CSV, JSON + PDF export
✓Client sharing links
✓Unlimited team seats
+White-label reports add-on available
Need more? Contact us to add extra accounts, runs, or white-label reports.
Enterprise
Annual Custom
Quoted on request
✓Unlimited accounts connected
✓Scheduled audits
✓Unlimited audit runs
✓All export formats
✓Unlimited white-label PowerPoint exports
✓Full white-label
✓Dedicated onboarding
✓Unlimited team seats

One-off audit, no subscription

Single business audit

2 audits for one business: 1 GA4 + 1 GTM. Delivered instantly. No commitment.

$70
per audit

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