Evidence map
Review the agreed Google Ads, GA4, GTM, Search Console and site-tracking evidence to identify where systems disagree.
Way2 service · read-only
Google Ads & Analytics Audit
For advertisers and agencies that need to understand gaps between Google Ads, GTM, GA4, Search Console, site tracking and speed. Way2 reviews the agreed evidence and returns a prioritized action plan without changing your accounts.
Independent service, not affiliated with or endorsed by Google. Access only with your authorization.
Service boundaries
Read-only analysis
Authorized accounts only
No campaign changes
Services
A focused audit, not another dashboard
The work turns cross-system evidence into clear deliverables and a practical next step.
Measurement diagnosis
Separate observed facts, calculations, interpretations and hypotheses so mismatches are visible instead of explained away.
Prioritized decisions
Deliver findings with evidence, priority and a testable next action. Recommendations are advisory and do not guarantee outcomes.
One audit, five layers
Trace the path from ad interaction to business decision
Each layer answers a practical question first, then states the evidence available within the agreed scope.
Google Ads
What is spend buying, and which signals optimize the advertising?
Campaigns, ads, keywords, search terms, audiences, assets, spend, goals and final URLs in selected accounts.
Google Analytics 4 (GA4)
Do ad interactions reach a measurable action on the site?
Sessions, sources, landing pages, events, engagement and agreed key events in selected properties.
Google Tag Manager (GTM)
Which action triggers which GA4 and Ads signals, and are there duplicates or dead tags?
Tags, triggers, variables, published version, workspace differences and visible consent-related conditions in selected containers.
Google Search Console (GSC)
Where do paid and organic demand overlap or leave gaps?
Queries, pages, impressions, clicks, CTR, position and device only when property access is provided.
Site tracking & speed
Does the implemented event match GTM and GA4, and does the landing lose paid traffic through speed or implementation?
Code events and parameters only with source access; PageSpeed and CrUX can assess public URLs.
Anonymized audit evidence
What a cross-system audit can uncover
An anonymized audit of a multi-market event advertiser. Percentages and ratios are preserved; names, locations, dates, identifiers and absolute spend are removed.
Budget allocation, not a tracking guess
Exact Ads↔GA4 campaign matching showed Video took 43.8% of spend, while Video cost was about 139× Search cost per checkout signal.
Keep Video out of performance budget until a separate awareness experiment has its own limit and evaluation criteria.
The gap did not indicate a site-wide tracker failure
The comparison showed 66 sessions per 100 Ads clicks for Search, 25 for Demand Gen and 13 for Video; GTM was configured to trigger the paired signals.
Do not blame consent blindly; separate formats, cross-device paths and attribution models.
One click, several optimization signals
On project landing pages, GTM was configured so one ticket click could trigger one GA4 event and two different Ads conversion labels; the published GTM container had 113 tags, 109 active.
Map action → trigger → signals → campaign goal before changing bidding.
- 99.0% of paid checkout events matched by exact campaign name; the remaining 1.0% was left unmatched and not forcibly attributed.
- GSC was excluded from the findings because property access was unavailable.
- The checkout signal was a click to an external ticket provider, not a purchase or confirmed order.
- The case preserves evidence boundaries rather than filling data gaps with assumptions.
Single anonymized audit; results vary and do not guarantee future performance.
Discuss this audit →How it works
Four steps from agreed access to action plan
Define the scope
Agree on selected Ads accounts, GA4 properties, GTM containers, GSC properties, separately provided source access, questions and deliverables.
Authorize access
Grant access only to the selected sources included in the agreed scope.
Analyze the data
Way2 compares the agreed sources, leaves unmatched data explicitly unmatched and does not change campaigns or containers.
Receive the report
Get a report that separates fact, calculation, interpretation, hypothesis and a testable action.
Data & privacy
What data Way2 accesses and why
With customer authorization, Way2 uses the official Google Ads API to retrieve reporting and configuration data for selected accounts. Depending on the agreed scope and separately granted access, Way2 may also review GA4 reporting, GTM configuration, Search Console property data, provided tracking-code fragments, and public PageSpeed or CrUX results. Google API data is used only for the requested user-facing audit, is not sold or used for advertising, and is not force-attributed when sources do not match. Way2 does not create or change campaigns, ads, budgets, bids, keywords, GTM containers, Google product settings or source code.
Read the Privacy Policy →- Only selected sources, agreed date ranges and granted access
- No campaign, container or tracking-code changes
- No sale or advertising use of account data
About
Independent advertising analytics practice
Way2 works with advertisers and agencies that need an evidence-based view of Google Ads and measurement. Most is a separate Way2 product for conversion routing.
FAQ
Before you grant access
Will Way2 change my Google Ads account?
No. The audit and analytics workflow is limited to retrieving data. Recommendations are delivered for review; account changes remain under your control.
What access is required?
Only least-privilege read access to selected accounts, properties and containers, plus separately supplied source material in the agreed scope.
What if GSC or source-code access is unavailable?
That part of the scope narrows explicitly. Way2 does not infer missing data or code behavior without the necessary access.
What happens to unmatched data?
It remains unmatched in the report. Way2 does not force attribution just to make totals look complete.
Do you sell or use account data for advertising?
No. Google API data is used only to provide the requested service and is not sold, shared with data brokers or used for advertising. This is a limited-use reporting-only service.
How can I revoke access or request deletion?
Revoke access in the corresponding Google product. Send deletion requests through our Telegram support bot. Working copies are deleted within 30 days after the engagement ends or a verified deletion request is completed, unless retention is required by law.
Contact
Start with a specific audit question
Tell us which account or reporting problem you want reviewed — the first consultation is free. We will confirm scope and access before any data is retrieved. For privacy requests, write to our Telegram support bot.