Dolphin Analytics is a Google Analytics audit service for agencies and in-house marketing teams. We review GA4 and Google Tag Manager from inside the account, work through five layers in order, and reconcile your numbers against a source of truth such as Shopify orders or CRM deals. Every finding is proved against source data, documented in a written report, and you keep the report either way.
Axon Garside 
connective3 
AKQA 
WPP 
Omnicom 
Toyota 
Volvo 
Cedar 
Preqin 
Mediahub 
Tesco 
Heidi 
ElevateJet 
Illumicrate 
Octopus EV 
Noisy Beast 
Incisive Media 
Boltahead 
Robot Zebra 
Pixated 
Passionfruit 
Ada Ventures The same data problems come up for almost every marketing team we meet, agency-side or in-house. They usually sound like this.
GA4 says one thing, Meta Ads says another and Shopify says a third. Nobody can explain the gaps, so nobody fully trusts any of the numbers.
The board wants to know what marketing returned. The dashboards claim plenty, the bank account says less, and there's no defensible number in between.
The data exists, somewhere, across GA4, the ad platforms, the CRM and the store. Linking it into one answer is the part nobody has time for.
If any of these sound like your week, talk to us: send a message, or book a call straight away.
The concrete work behind the pillar, in plain terms.
We check the data stream, the Measurement ID and every key event against what actually fires on the site. Duplicates and gaps get named before anything else is judged.
We check how EU and UK visitors are handled, so you are not silently dropping traffic or collecting data without consent. Consent faults carry real compliance risk.
We check GA4 against Shopify orders, CRM deals or another source you trust. Gaps between them are the fastest way to spot tracking that is quietly failing.
Every fault is named, its impact stated and its fix set out, written so your own team could act on it. You keep the report whether or not you ask us to fix anything.
Most audits start the same way: someone has stopped trusting a number. GA4 says one thing, the ad platform says another, and nobody can say which one is right, or by how much. A checkout change silently dropped the tracking code. Consent Mode was switched on without anyone checking what it actually blocked. A key event fires twice, or not at all, and the report built on it has been wrong for months.
These faults rarely announce themselves. A dashboard that looks healthy can still be recording the wrong thing, and a team can spend a quarter acting on a number nobody checked. We set up, audit and fix GA4 and Tag Manager for agency and in-house clients most weeks, and the same handful of faults come up again and again.
The audit exists to find those faults before they cost another decision. It is a structured pass through the exact places tracking tends to break, in the order that catches the worst fault first.
Shopify · the till
£13,920
GA4 · the camera
£12,480
Gap accounted for · both numbers trusted
Compliant and accurate · the same job done properly
We start with access: GA4 and Google Tag Manager, plus a view of the source of truth you want the numbers checked against, such as Shopify orders or CRM deals. Then we work through five layers in a fixed order: data collection, events and key events, Consent Mode, reconciliation against your source of truth, and reporting and integrations on top.
Each layer builds on the one before it. There is little point checking a key event if the data stream underneath it is duplicated. And little point reconciling revenue against Shopify if a Consent Mode fault is dropping traffic first.
At the end you get a written findings report. It names each fault, states what it is costing you in plain terms, and sets out the fix, written so your own team could pick it up and act on it without us in the room.
What happens next is your call. Some teams take the report and fix it in-house, since that is exactly what it is written for. Others ask us to quote the fix separately, working inside your own container so you keep the access and the setup once it is done.
For a subscription box brand, the ad platform claimed 6.9x the revenue the store actually recorded. We found it in the reconciliation step every audit runs, checking the platform's reported revenue against the store's own order data.
For a private aviation client, 88.6% of deal contacts had no web attribution until we mapped the tracking end to end across three domains and their CRM. That gap only appeared once the numbers were reconciled against the deals themselves.
For the subscription box brand, we also found that 71% of the purchases the ad platform claimed had never clicked the ad. That only shows up once someone checks the platform's claim against the store's own orders.
Consent findings carry their own weight. Our compliance work helped a client avoid exposure to a potential GDPR fine of up to €20M, and the same fix helped the agency protect a six-figure retainer. An audit that only checks whether tags fire would never have looked.
Draft narrative
"Meta revenue up 23% month on month"
A human analyst reviews every deliverable
What changed
Revenue up, driven by email and paid search
Why it changed
The new flows converted; prospecting held
What to do next
Shift budget to the proven flows
charts support the story; they aren't the story
We scope and quote every audit per property before any work starts. There is no published price, because the same fault can be a short job on a single clean property and a much longer one on an estate with several domains behind it.
The quote depends on three things. How many GA4 properties and Tag Manager containers are in scope. How many data sources we need to reconcile against, such as Shopify, Stripe or a CRM. And how much investigation the reconciliation step is likely to need.
The audit itself is a fixed, scoped piece of work with a defined end point: the report. It is not the start of an open-ended retainer unless you choose to make it one.
Agencies white-label us as their analytics arm, running the audit inside a client's GA4 and Tag Manager under the agency's own brand. The findings report becomes something the agency hands over or resells as its own work, and one agency resold our fix at a 40% markup.
In-house teams come to us directly, usually because a number that drives budget no longer matches what the business is seeing. We run the audit inside your own accounts, hand back the report and leave your team able to act on it whether or not you ask us to do the fixing.
Either way, the audit is scoped to answer one question properly: can you trust the numbers you are reporting on, and if not, exactly where they break.
reporting becomes a retainer product, not a weekly cost
The audit itself is paid, scoped and quoted per property, so the way in is talking to us, which is free, not a purchase. Tell us what's broken in a message, or book a 30-minute call straight away. Either way you hear from a person: a message gets a considered view of what is probably wrong and whether a full audit is the right next step, within one working day.
If it is, we scope the property or properties involved, quote the work, and only start once you have agreed the number. You are never committed to anything by asking the question, and the conversation itself costs you nothing.
Agencies and in-house teams we plug into as their analytics bench, on what it's like to have us on the team.
Partnering with Dolphin Analytics resonates with us because it gives us extra capacity with heavily fluctuating demand in this current climate around new tracking implementation technologies. It's the offering of dealing with experts with a no-fuss approach. They're so valuable, solving our biggest pain points by providing on-demand expertise. In any agency setting there is always a lack of capacity for niche skilled expertise, and Dolphin Analytics provides that.
Alan Ng Chief Innovation Officer, Connective3 Marketing agency, 150 people Working with Dolphin Analytics has been a pleasure. Olam and his team were brought on to help us work through client issues outside our usual area of operations. Their team worked seamlessly alongside Axon Garside for our clients. They led the project, identifying the solution swiftly, before developing the fix and completing the jobs rapidly. Dolphin Analytics' communication was great throughout, keeping my team updated. This is the beginning of a fruitful business relationship between both businesses.
Spencer Montagu Marketing Director, Axon Garside B2B marketing agency, 20 people Olam and his team joined us when our product analytics was still in its infancy. Within weeks they'd resolved a host of issues with our Heap events and reports, giving us a much clearer picture of how customers used the platform. They then helped our product and UX team embed a framework for experimentation, so we could validate ideas and deliver value far more quickly: a real step change in how we build products. Olam is a genuine people person, and his collaborative approach was hugely appreciated. I extended the engagement numerous times and am hugely grateful for the change he helped enact.
Jack Levy Head of Product, Preqin In-house product team Data can be complex and, more often, it is made unnecessarily so by the people within it. However, Dolphin Analytics' skill is in understanding what's possible, what's necessary, and making that easily understood and implemented. It's rare to have such consistently good and reliable data expertise, but Dolphin Analytics always delivers.
Dino Myers-Lamptey Managing Director, Mediahub Marketing agency, 500 people Dolphin Analytics joined our team and quickly became a valuable asset that we wanted to extend onto other projects. They are able to think critically, stay solutions-oriented, and know how to work with others, bringing their expertise and point of view on data and analytics. Beyond the technical skill across various analytics tools, they have broad experience with different types of analysis, which makes them able to step up to different challenges.
Payam Cherchian Data & Analytics Director, AKQA (now EssenceMediacom) Web & design agency, 40 people We turned to Dolphin Analytics when we had a data project we needed specialist input on. The team took time to understand our challenges, ambition and the nuances of our business to propose a bespoke solution. They broke down complex processes in a way we could communicate across our teams and clients to build into our roadmap.
Joseph Costello Global Strategy & Insights Director, Cedar Swipe / scroll → 1 / 6
Dolphin Analytics has helped an agency avoid exposure to a potential GDPR fine of up to €20M, saved a media agency 20 hours a week on reporting, and shown brands which of their ad numbers reflect reality.
Connective3 · Performance agency
20+ projects
delivered · 5 clients
Tracking, visualisation and insight delivered across their client roster, helping keep retainers worth multiple six figures combined.
How: embedded team · tracking fixes · Piano Analytics · dashboards
Toyota · via AKQA
3x conversion rate
after the repaired journey
People were dropping out through hidden gaps in the journey. The work found the weak points, closed them with experiments, and kept more of the same traffic moving to the end.
How: insight · conversion funnel repair · experimentation
ElevateJet · Private aviation
<3 months
from zero to 8 channels wired
Tracking, CRM attribution, BigQuery and Looker dashboards from a standing start; their agency's performance finally provable, and a new partner onboarded on the evidence.
How: 3 sites → HubSpot · BigQuery + Looker · new-agency onboarding
Illumicrate · with Noisy Beast
5x ROAS
Confirmed against Shopify sales
We implemented a new tracking infrastructure and analysed performance across channels. The work confirmed Meta was profitable, giving the team confidence to increase spend and use better measurement to grow the waitlist.
How: full tracking setup · cross-channel analysis · profitable Meta spend confirmed
Heidi · Ski travel
2 weeks
From zero to launch-ready dashboards
Looker Studio built from scratch for a team with no data resource, ready in two weeks to run Black Friday on live numbers and see what to promote.
How: Looker Studio from scratch · launch support · no internal resource needed
Sonar is a free scan you run yourself: one click, no account, and it reports only the tags, pixels and consent setup it can prove from outside your site. The audit on this page is the paid step, working inside GA4 and Tag Manager to check what Sonar cannot see, and talking to us is just a conversation about what you are seeing before either of those starts.
Why it exists: you can't fix tracking you can't see. Sonar shows us both the truth before any work starts.
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Every Dolphin Analytics engagement starts with talking to us. Send a message, or book a call straight away. From there it's a scoped project or an ongoing value-based retainer.
Tell us what's going on with your data, or grab a 30-minute slot on the calendar straight away. No sales script to sit through either way.
If you booked a call, we come to it with your message already read. If not, we reply within one working day with a considered view of the problem. Sometimes we need view-only access to the relevant systems to see what's happening for ourselves. We'll tell you what we need and why.
Pricing is value-based on both: you pay for the outcome, not the hours.
We fix one scoped thing.
We run your analytics, ongoing.
We work through five layers in order: data collection, events and key events, Consent Mode, reconciliation against a source of truth such as Shopify or your CRM, and reporting and integrations on top. Most faults trace back to one of those five, so we check them in the sequence that catches the worst one first.
A written findings report naming each fault, what it is costing you and what the fix involves. It is written so your own team could act on it without us. You own the report and everything in it whether or not you ask us to do the fix.
We scope and quote every audit per property before any work starts, so there is no published price. The quote depends on how many properties and Tag Manager containers are involved and how many data sources we need to reconcile against.
It depends on how many properties, containers and data sources are in scope, because each data stream gets its own pass through the same five layers. We give you the timeline with the quote, before any work starts.
Read access to GA4 and Google Tag Manager is enough for the audit, plus a view of the source of truth you want the numbers checked against, such as Shopify orders or CRM deals. We give you the timeline with the quote.
You decide. Some clients take the report and fix it themselves, since it is written for exactly that. Others ask us to quote the fix separately, working inside your own container so you keep everything at the end.
Yes. Agencies white-label us as their analytics arm, so we can run the audit inside a client's GA4 and Tag Manager under your brand. You get the findings report to hand over or resell as your own work.
Google Tag Assistant checks your GA4, Google Ads and GTM tags fire correctly. The checks we run on a site, what the tool misses, and a faster full scan.
9 Sept 2026GTM vs GA4: Google Tag Manager deploys your tracking tags, GA4 collects and reports the data. How we set both up for clients, and which you need first.
8 Sept 2026GA4 DebugView not working? Why it shows no events, how to switch on debug mode with GTM Preview or Tag Assistant, and the order we check tags for clients.
Tell us what's broken, or grab a time. Either way you hear from a person, not a sales script.
Thirty minutes on Google Meet with the founder.
Open the calendar in a new tab
The booking lands on the same record as your message.