Services
GTM/GA4 Tracking Audit & Cleanup Service
Before fixing tracking, know what’s broken. A GTM/GA4 audit inventories every tag, trigger and variable in your container, tests every ecommerce event against reality, and hands you a defect list ranked by damage: what’s double-counting, what’s missing, what’s firing without consent.
We run these audits before our own implementation work and as standalone engagements, including for teams who just inherited a container from a departed agency.
What the work involves
- Container inventory. Every tag, trigger and variable documented with purpose (or flagged as unknown), because most containers carry years of archaeology nobody dares delete.
- Event verification against truth. Ecommerce events tested end-to-end and reconciled against backend orders on a sample, quantifying the gap instead of guessing at it.
- Duplication and conflict detection. Double-firing purchases, competing pixels and legacy Universal Analytics remnants identified with evidence.
- Consent compliance check. What actually fires before and after consent, tested, not assumed, against UK/EU requirements.
- Ranked findings report. Defects ordered by financial impact with concrete fixes, sized so you can action them with us or anyone else.
How tracking projects run
- Access and audit. We inventory the current container: every tag, trigger and variable, tested against what actually fires on your store.
- Defect list ranked by damage. What’s double-counting, what’s missing, what fires without consent, ordered by financial impact.
- Implementation in a versioned workspace. Changes built in GTM workspaces with a clean rollback path, never live-edited.
- Validation with evidence. DebugView walkthroughs plus a reconciliation sample against backend orders, delivered as proof rather than promises.
- Documentation handover. The container documented, the QA checklist included, so the next person inherits a system instead of a mystery.
Common questions
What do audits typically find?
The usual suspects: duplicate purchase events inflating revenue, missing item parameters, UA-era tags still firing, and consent gaps. Almost every unaudited container has at least two.
How long does an audit take?
Days, not weeks, for a typical store: access, crawl, test transactions, reconciliation sample, report. It's deliberately a fast, fixed-scope product.
Will you fix what you find?
If you want, under a separate scoped quote from the findings. The report is written to be actionable by any competent implementer, so you're not captive.
Not sure where to start? Book a free discovery call and we’ll map your current setup, or request a free Odoo health check if you’re already running Odoo.