The Spreadsheet That Tells You Exactly What's Broken in Your Measurement Stack
Most marketing teams think their tracking is fine — until they actually audit it. This spreadsheet walks through every tool, tag, and event in your measurement setup and gives you a clear picture of what's working, what's missing, and what's broken.
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Tool-by-Tool Audit Checklist
Go through every tool in your stack — GA4, GTM, Google Ads, Meta Pixel, consent management — and document what's installed, what's configured, and what's missing.
Status Tracking with Color Coding
Green, yellow, and red status indicators show you at a glance which parts of your measurement setup need attention. Share the results with stakeholders in seconds.
Prioritized Fix List
The audit doesn't just find problems — it helps you prioritize which ones to fix first based on their impact on your data quality and marketing decisions.
Built for marketers, analysts, and agencies doing measurement audits for clients.
Here's what usually happens: someone asks "is our tracking set up correctly?" and the answer is "I think so." Nobody actually checks. Months later, someone discovers that half their conversion events stopped firing three months ago and the data they've been reporting on is wrong.
A measurement audit prevents that. This spreadsheet gives you a structured way to go through every component of your tracking setup and document its current state. It takes about an hour for most sites, and the findings usually pay for themselves immediately.
- ✓ When was the last time you verified your tracking? This spreadsheet walks through GA4, GTM, ad pixels, consent tools, and server-side tags. You'll know exactly what's working and what isn't.
- ✓ Onboarding a new client? Run the audit before you touch anything. It documents the current state and gives you a prioritized list of what to fix first.
- ✓ Need to present findings to leadership? The color-coded status columns make it easy to show which areas are healthy and which need investment.
- ✓ Running the audit quarterly? Make a copy each quarter and compare. You'll see which issues got resolved and which new ones appeared.
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The Same Audit Process Jeff Uses on Every New Account
Jeff Sauer has been auditing marketing measurement setups since 2005. This spreadsheet is the same process his team runs on every new client engagement — a structured, repeatable way to find what's broken before you start making changes.
Find out what's broken before your next report goes out
Make a copy of the spreadsheet, work through each section, and have a complete measurement audit by end of day. Most people find at least three things that need fixing.