Main Results

C+
Brady Industries
GA4 Audit Results

March 20, 2026 2m 47s 52 tests
23 Failing
23 Passing
M
Molly AI Analyst

Hey! I just finished analyzing Brady Industries' GA4 property. Let me walk you through what I found.

Your biggest pain point is Integrations & Infrastructure — you're missing critical connections to Google Ads, Search Console, and BigQuery.

Attribution needs work too. 34% of your paid traffic has no UTM parameters, meaning ~$42K/month in ad spend can't be properly attributed.

Good news: several of these are things we can fix right here. Let me show you the categories that need the most attention.

D
Attribution
How well your analytics tracks where visitors come from and which marketing efforts drive results.
6 3
Unreviewed
B
Event Tracking
Whether key user interactions like form submissions, clicks, and video plays are being captured.
3 8
Unreviewed
C
Data Quality
The reliability of your data, including sampling, bot traffic, and data gaps.
5 4
Unreviewed
F
Integrations & Infrastructure
How well GA4 connects with your marketing tools, ad platforms, and data infrastructure.
7 2
Unreviewed
B
Compliance & Governance
Privacy regulations, consent management, and data retention best practices.
2 6
Unreviewed
Main ResultsAttribution

D
Attribution
How well your analytics tracks traffic sources and marketing ROI

6 Failing
3 Passing
M
Molly AI Analyst

Attribution is where I found the most impactful issues. Brady Industries is likely misattributing ~$42,000/month in ad spend because of missing UTM parameters and a misconfigured channel grouping.

Only 48% of your traffic is correctly attributed. Let me show you the three most critical issues first.

Priority Issues

Missing UTM Parameters on Paid Campaigns
34% of paid traffic (12,847 sessions) without UTM tags
Critical
Default Channel Grouping Misconfigured
8 custom channels missing; 4,200 sessions/mo as "Other"
High
Cross-Domain Tracking Not Configured
Traffic between main site and shop creates new sessions
High
Main ResultsAttributionMissing UTM Parameters
FailingCritical

Missing UTM Parameters on Paid Campaigns

34% of paid traffic arrived without UTM tags

~$42,000/month in misattributed ad spend

Without UTMs, GA4 can't connect paid clicks to conversions.

Run a Meta Ads Audit

Deep dive into Meta configuration and conversion tracking.

Connect GA4 to BigQuery

Row-level data for deeper attribution modeling.

M
MollyAI Analyst
M
I analyzed 37,785 paid sessions from the last 30 days. The biggest gap is Meta Ads — only 23% tagged. That's 6,468 sessions invisible to attribution.

TikTok is at zero — all 2,100 sessions show as "direct."

What URL builder or campaign templates do you use? I can help set up a UTM framework.
Main ResultsAttributionChannel Grouping
FailingHigh

Default Channel Grouping Misconfigured

8 custom channels missing — 4,200 sessions/month as "Other"

4,200 sessions/month invisible in channel reports

Affiliate, SMS, influencer, and podcast traffic lumped into "Other."

Channel Configuration

1. Review
2. Assign
3. Confirm

I found these source/medium combinations that aren't assigned to any channel. Drag them to reorder by priority, then click Next to assign channels.

Uncategorized Traffic 8 sources
partner_network / affiliateImpact, ShareASale, CJ Affiliate1,340/moUnassigned
klaviyo / smsSMS campaigns from Klaviyo flows890/moUnassigned
influencer_* / socialInstagram & TikTok influencer links720/moUnassigned
podcast_* / audioPodcast sponsorship vanity URLs540/moUnassigned
linkedin / cpcLinkedIn paid campaigns280/moUnassigned
qr_code / offlineQR codes on packaging & print190/moUnassigned
app_push / pushMobile app push notifications140/moUnassigned
bing / cpcMicrosoft Advertising campaigns100/moUnassigned

Drag each source into the correct channel group. I've pre-assigned my recommendations — adjust as needed.

Affiliate
partner_network / affiliate1,340
SMS
klaviyo / sms890
Influencer
influencer_* / social720
Audio
podcast_* / audio540
Paid Social
linkedin / cpc280
Offline
qr_code / offline190
Push
app_push / push140
Paid Search
bing / cpc100

Here's your final channel configuration. Review and click Save to apply.

Affiliate
partner_network / affiliate
1,340 sessions
SMS
klaviyo / sms
890 sessions
Influencer
influencer_* / social
720 sessions
Audio
podcast_* / audio
540 sessions
Paid Social
linkedin / cpc
280 sessions
Offline
qr_code / offline
190 sessions
Push
app_push / push
140 sessions
Paid Search
bing / cpc
100 sessions
This will add 8 new channel definitions. 4,200 sessions/month will be reclassified.

Channel Groupings Saved!

8 new channels configured. 4,200 sessions/month will now be properly categorized in your reports.

M
MollyAI Analyst
M
I found 8 source/medium combinations that are currently falling into "Other" in your channel reports.

I've pre-assigned each one to a recommended channel group. Review them in the panel on the left — you can drag and drop to rearrange or reassign as needed.

Once you're happy with the configuration, save it and these 4,200 sessions/month will start appearing in the correct channels.
Main ResultsAttributionCross-Domain Tracking
FailingHigh

Cross-Domain Tracking Not Configured

Sessions break between bradyindustries.com and shop

~3,100 broken user journeys per month

Users create new sessions navigating to the shop, inflating session count by ~8%.

M
MollyAI Analyst
M
Two domains share one GA4 property but don't have cross-domain tracking:

bradyindustries.com → shop.bradyindustries.com

Every purchase journey that starts on the main site shows as a "referral" in the shop.

Would you like me to configure cross-domain tracking between these two domains?
My Conversations

My Conversations

Saved discussions with Molly

UTM Parameter Strategy Discussion

Discussed Meta Ads UTM template and TikTok tagging

Attribution·Mar 20, 20262 key findings

Bot Traffic Analysis

Identified 3 suspicious IP ranges

Data Quality·Mar 20, 20261 key finding
Action Plan

Action Plan

Prioritized checklist of recommended fixes
3 of 18 completed17%
Critical 3 items
Add UTM parameters to all Meta Ads campaigns
Critical
Set up UTM tracking for TikTok Ads
Critical
Enable BigQuery export
Critical
High 5 items
Configure channel grouping
Enable cross-domain tracking
Link Google Ads to GA4
Add payment providers to referral exclusions
Enable enhanced measurement
Medium 6 items
Set data retention to 14 months
Link Search Console
Implement IP filters
Add content grouping dimensions
Configure Google Signals
Set up remarketing audiences
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