GTM Audit

A GTM audit is the diagnostic tool that reveals the true state of your tag management implementation. Without a regular audit, GTM containers accumulate technical debt silently — each new tag added without full QA, each data layer change that nobody updated the GTM variables for, each consent mode update that left some tags incorrectly configured. The result is analytics data that drifts further from ground truth every month, and advertising platforms that are optimising on conversion signals that don't reflect actual business outcomes. A professional GTM audit brings all of this into focus, giving you a clear picture of what's working, what's broken, and what's costing you in data quality and ad spend efficiency.

Our GTM audit process examines eight diagnostic dimensions. Container structure reviews naming conventions, folder organisation, workspace hygiene, and version history. Tag inventory identifies all live, paused, and draft tags and their purpose. Trigger analysis checks trigger types, scope, firing conditions, and exception usage. Variable audit verifies that every variable referenced in a tag actually resolves to a correct value at runtime. Data layer review cross-checks GTM variable names against the actual data layer output on each page type. Conversion accuracy cross-references GTM conversion firing data against platform reports and backend transaction data. Consent mode audit checks that every tag correctly respects the consent state signal from your CMP. Privacy review checks for any personally identifiable data being passed to tags that shouldn't receive it. The output is a prioritised finding report with severity scoring, root cause analysis, and specific remediation steps for each issue.