AUDIT SCOPE
Six areas a proper analytics audit covers
01 · SDK QUALITY
Implementation accuracy
Double-firing, missing events, version mismatches
02 · EVENT TAXONOMY
Naming and structure
Inconsistent naming, missing properties, ghost events
03 · IDENTITY MODELING
User and account mapping
Anonymous-to-known stitch, B2B account linking
04 · ATTRIBUTION
Consent and source tracking
UTM decay, consent gaps, multi-touch misattribution
05 · DASHBOARDS
Coverage and staleness
Unused reports, stale filters, missing segments
06 · DECISION GAPS
Data-to-action handoff
Dashboards exist but no decisions follow