Marketing measurement audit checklist trust the numbers first
Twenty-eight checks that tell you whether your reporting can be trusted before you argue about budget.
What this covers.
Run this before any spend review. It checks tag coverage, event naming, conversion definitions, CRM handover and reporting logic — and flags the specific breaks that make channel performance look better or worse than it is.
Tag and event coverage
Every conversion path verified, duplicates and phantom events identified.
Definition alignment
Marketing and sales agreeing what a qualified lead is, in the systems themselves.
Reporting logic
Attribution windows, channel groupings and the assumptions in each dashboard.
Section by section.
Collection
GTM container hygiene, consent handling and event naming.
Definitions
Conversion, MQL and SQL definitions matched across GA4 and CRM.
Handover
Form-to-CRM integrity, source persistence and deduplication.
Reporting
Dashboard logic, attribution settings and the caveats to state.
Three things you can act on.
- A clear verdict on whether reporting is trustworthy
- A prioritised fix list with effort attached
- Shared definitions between marketing and sales
The detail before you ask for it.
Format
Checklist · PDF · 5 pages
Category
Growth
Extent
5 pages, 28 checks
Written for
Marketing operations and analytics owners
Level
Practitioner
Language
English
Published
2026-04-15
Author
Lucidspire Digital Marketing practice
Practices behind this resource.
Where it applies most.
Read the short version first.
Take it with you.
Marketing measurement audit checklist
Twenty-eight checks that tell you whether your reporting can be trusted before you argue about budget.
PDF · 5 pages
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