Data quality check – make sure your data in Google Analytics is correct data.
Data Hygiene – ensures you rely on clean quality data without losing a significant portion of your data due to poor setup.
Attribution Issues – making sure your traffic and Conversions are attributed to the right channels so you can make better investment decisions.
Tracking – make sure you are tracking the right actions in Universal Analytics and GA4.
Consistency – are you certain actions in Google Ads, Display Ads and Google Analytics are tracked in the same way?