B2B Marketing Audit Checklist (What to Fix First)

Most teams think they have a traffic problem. In reality, they have a measurement reliability problem.

If your paid media, GA4, and CRM numbers do not match, use this checklist in order.

1) Confirm your tracking foundations

• GA4 property is receiving events from all core pages
• GTM container is loaded once, not duplicated
• Key conversion events fire exactly once
• Consent behavior is consistent (not random by browser/page)

If this layer is broken, everything else downstream is noise.

2) Standardize campaign tagging

• UTM convention documented and shared
• utm_source, utm_medium, utm_campaign are always present for paid and owned channels
• Naming is lowercase and consistent
• Redirects do not strip query parameters

This usually reduces inflation in Direct and Unassigned.

3) Validate cross-domain journeys

Check whether attribution resets when users move across:

• main site -> booking tool
• main site -> app/product domain
• main site -> payment or checkout domain

If sessions break, channels get wrong credit.

4) Align events to buying intent

Not every interaction deserves conversion status.

Define a clear hierarchy:

1. Lead signal
2. Qualified lead signal
3. Sales-accepted signal
4. Pipeline
5. Revenue

GA4 should track early intent accurately. CRM should close the loop for pipeline and revenue.

5) Capture attribution inside CRM

At conversion time, store:

• original landing page
• referrer
• UTM fields
• click identifiers when available

Without this, closed-won attribution cannot be audited properly.

6) Run a closed-won reality check

Pick 5-10 recent closed deals and reconcile:

• CRM source data
• campaign history
• GA4 channel history (directionally)

If you cannot reconcile a small sample, do not trust optimization decisions yet.

Need a hands-on diagnosis with priorities and implementation steps? Start with the B2B marketing audit offer.