Most organizations install Google Analytics 4 (GA4), confirm it’s collecting data, and rarely think about it again—until something looks wrong.

But your website is constantly evolving. You redesign pages, update donation or ticketing platforms, launch new campaigns, implement a cookie consent banner, switch payment processors, or make behind-the-scenes infrastructure changes, like moving to a new host or CDN. Any one of these changes can affect the quality of your analytics.

Ideally, we recommend scheduling an extra check after any significant website, platform, or privacy update. But with competing priorities, we know that doesn’t always happen. 

That’s why we recommend performing a GA4 audit at least twice a year. Think of it as preventative maintenance. A periodic audit helps ensure your data remains accurate and trustworthy so you’re ready when it’s time to evaluate campaigns, measure performance, and make important marketing decisions.