Your GA4, watched.
So you can focus on the work.
The detectives audit, monitor, and watch over your GA4 properties — week after week — so you can trust your numbers and focus on the work that actually matters.
Meet Your Detectives
Three detectives on the case, every week
Watson runs the case. Sherlock keeps watch on the property. Moriarty answers your questions about it.
Watson
The Detective
Watson runs the 59+ checks on every audit and writes you a weekly Brief in plain English: what changed, why it matters, what to do next.
- Runs every check, every audit, automatically
- Explains findings in plain English, not jargon
- Delivers a weekly written Brief on every property you watch
Sherlock
The Watcher
Sherlock keeps an eye on day-to-day numbers — a 40% session drop on a Tuesday, a sudden spike in unassigned traffic, slow drift in engagement. He notices the things nobody thought to ask about.
- Watches day-to-day metrics for sudden shifts
- Spots drift before it becomes a story
- Pings you when something deserves attention
Moriarty
The Interrogator
Moriarty is your investigator. Bring him anything about a property: a finding, a trend, a number you don't trust. He digs through your data and brings back answers.
- Question him about any property and get answers, not guesses
- Investigates findings on demand. Your questions, his legwork.
- Knows the Check Handbook so you don't have to memorise it
Always on watch
Connect a property once and the detectives stay on the case. Re-run audits whenever you like, watch trends in the History Scoreboard, see your whole roster in Mission Control, and get notifications when something needs attention. The watching is the product. Peace of mind is the point.
Meet The Suite
What the detectives do for you
Three detectives, a Core toolkit built around them, and everything you need to keep GA4 honest — without having to do it yourself.
Quick Audit
Run a full investigation on a property in seconds, on demand.
Property Scoreboard
Every check, every status, week-over-week, for a single property.
History Scoreboard
Track quality trends and spot drift before it corrupts your reports.
Mission Control
One screen across your whole roster so you see what needs attention first.
Watson's Brief
A weekly written brief in plain English: what changed, why it matters, what to do this week.
Ask Moriarty
Put a detective on any question about a property and get answers grounded in your data.
Bulk Check
Sweep many properties at once instead of clicking through them one by one.
Benchmark
See how a property's quality compares so you know whether “fine” is actually fine.
Reports & share links
Client-ready outputs and public links you can hand over without copy-paste.
Notes & decisions
Capture context on every finding so the next person, or the next you, isn't starting from scratch.
Notifications
In-app and email pings when something on a property needs your attention.
Who The Detectives Watch For
Less time babysitting GA4. More time on what matters.
Freelance Consultants
- Delegate the watching to the detectives. Spend your hours on client strategy, not on GA4 babysitting.
- Hand over client-ready reports and share links with one click
- Scale your roster without scaling your weekly admin
In-House Analysts
- Spot configuration drift the week it happens, before it corrupts your numbers
- 59+ checks run on every property so you can focus on the analysis that matters
- Week-over-week trends so slow-burn issues stop hiding in plain sight
Marketing Teams
- Trust the numbers in your campaign reports. No GA4 expertise required.
- A weekly Brief in plain English: what changed, why it matters, what to do next
- Less time decoding data, more time on the work that moves results
Agencies
- Mission Control across your whole client roster, so you see what needs attention first
- Sweep many properties at once with Bulk Check instead of clicking through each one
- Hand clients clean, shareable reports, and get back to delivering value
The Investigation Files
59+ checks across 13 categories
From property configuration to ecommerce data integrity — every corner of your GA4 setup is on the case.
Property Foundation
Core configuration checks for data streams, timezone settings, currency, and measurement IDs. Ensures your GA4 property is built on solid ground.
Traffic Filtration
Automated checks for internal traffic filters, developer mode exclusions, and bot filtering. Keeps your data free from noise and self-inflicted pollution.
On-Site Health & Risk
Monitors for missing page titles, rogue self-referrals, and 404 error spikes. Ensures your reports are clean and actionable.
Attribution & Sourcing
Validates cross-domain linking, referral exclusions, and session source integrity. Ensures credit flows correctly across your marketing channels.
UTM Tagging Integrity
Checks UTM parameter consistency, casing conventions, and coverage across paid campaigns. Protects your source/medium data from tagging drift.
User & Audience
Reviews audience definitions, user identifier configuration, and consent mode status. Helps you understand who your users really are.
Event & Reporting
Verifies event volume, custom event naming conventions, and conversion tracking setup. Confirms that your key actions are being captured correctly.
Emerging Channels
Tracks measurement coverage for newer traffic sources including app traffic, CTV, and direct integrations. Surfaces gaps before they become blind spots.
Ecommerce Data Quality
Audits purchase events, transaction deduplication, revenue accuracy, and checkout funnel completeness. Keeps your ecommerce reporting trustworthy.
Ecommerce Items
Validates item-level data quality including product names, categories, prices, and quantities. Ensures item reports reflect your catalogue accurately.
Search Console Integration
Checks the health of your Google Search Console linkage and organic search data flow into GA4. Surfaces missing or stale connections quickly.
Account Configuration
Reviews account-level settings such as linked products, user permissions, and data retention policies. Keeps your analytics account well governed.
Property Governance
Assesses data access controls, annotation habits, change history, and audit trail completeness. Supports responsible, auditable analytics management.
What's Hiding in Your GA4 Right Now
10 problems hiding in most GA4 setups
These are the silent killers hiding in most GA4 setups. The detectives hunt every one of them, automatically.
Are your page URLs leaking personal data to Google?
If email addresses, phone numbers, or credit card digits appear in your GA4 page URLs, Google can terminate your property without warning. Most teams don't even know it's happening.
Watson scans every URL against 12+ PII pattern detectors so you can plug the leak before Google notices.
Are payment gateways stealing credit from your real traffic sources?
When PayPal, Stripe, or Klarna appear as referral sources, your conversion attribution is wrong. The campaign that actually drove the sale gets zero credit.
Watson checks against 58 known payment gateway domains and flags every one that's hijacking your attribution.
Is your own website appearing as a referral source?
Self-referrals silently fragment user sessions. One visitor looks like three. Conversion funnels break. Attribution reports become fiction.
Watson cross-references every referral source against your own hostnames to catch self-referrals you'd never spot manually.
Is GA4 only looking at a fraction of your data?
When data is sampled, GA4 extrapolates from a subset. Your reports look complete but the numbers are estimates — and for low-volume segments, they can be wildly inaccurate.
Watson inspects the API response metadata that GA4 hides from view, so you know when your reports can't be trusted.
Is spam traffic inflating your session counts?
Ghost referrals and bot traffic pump up your numbers while diluting real engagement metrics. Your traffic report says growth — but none of it is real.
Watson matches every referral source against known spam patterns and flags the fakes instantly.
Is staging and localhost traffic polluting your production data?
Developer traffic from localhost, staging.*, and test environments mixes with real user data. Your conversion rates drop, your user counts inflate, and you can't tell what's real.
Watson detects development hostname patterns automatically — no filter setup required.
Are your email campaigns hiding as referral traffic?
When clicks from Gmail, Outlook, or Yahoo show up as 'referral' instead of 'email', your email marketing ROI disappears from reports. You can't prove campaigns work.
Watson identifies email service domains masquerading as referral sources so you can fix your UTM strategy.
Is ChatGPT sending you traffic, and are you even tracking it?
Tools like ChatGPT, Perplexity, and Claude are driving real traffic to websites. If you're not tracking it, you're blind to an emerging channel that could reshape your content strategy.
Watson monitors for 30+ chatbot referral patterns so you never miss a new traffic source.
Is your ecommerce funnel upside down?
When more people 'purchase' than 'add to cart', your funnel data is broken. Duplicate events, misconfigured tags, or wrong-page triggers make revenue reporting meaningless.
Watson validates that view_item > add_to_cart > begin_checkout > purchase fire in the correct order.
What percentage of your users are invisible to marketing?
When GA4 can't attribute users to any channel, those visitors become 'Unassigned' — a black hole in your acquisition reports. You're spending money but can't see where results come from.
Watson measures your unassigned rate and pinpoints the source/medium combinations causing attribution gaps.
These are just 10 of 59+ checks the detectives run on every audit.
How It Works
Investigate today. Keep watch every week.
Connect, investigate, understand, and keep watch. No code, no configuration, no babysitting.
Connect Your GA4
Sign in with Google and grant read-only access. The detectives never change your settings.
Investigate
One click triggers 59+ checks across 13 categories. Findings in seconds, not hours.
Understand
Watson hands you a weekly Brief in plain English. Ask Moriarty follow-up questions about any property and get answers grounded in your data.
Keep Watch
Re-run audits whenever you like, watch trends in the History Scoreboard, see your whole roster in Mission Control, and get notifications when something needs attention. The detectives keep watch. You keep your peace of mind.
Case Evidence
See what Watson uncovers
Every audit delivers a clear health score, category-by-category breakdown, and actionable verdicts.
Category Breakdown
The Check Handbook
Every check the detectives run, and why it matters
59+ checks across 13 categories. Each one designed to surface a specific data quality issue hiding in your GA4 property.
Frequently Asked Questions
Common questions, straight answers
Put the detectives on the case
Connect your GA4 in 30 seconds and let the suite take it from there. Watson investigates. Sherlock watches. Moriarty answers. You get back to the work that matters.
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