Compare event counts vs session counts; inspect network tab for duplicate calls in one interaction
Event count roughly 2× session count
Compare event volume vs baseline before last major release; check tracking plan coverage
Volume drops coincide with release dates
Audit identify() call placement in auth flows; compare anon user count vs sign-up event count
Anonymous users >> sign-up event count
Trace UTM parameters through every redirect; check direct traffic proportion over time
Direct traffic > 40% with active campaigns
Compare session counts with consent accepted vs declined; verify event firing in each state
EU sessions diverge from expected share
Pull all event names from last 90 days; group by semantic action; identify duplicates
Multiple names map to the same user action