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Tracking Audit Tool
Run a structured audit of your entire tracking setup
How It Works
1
Answer the audit questions
Go through yes/no/partial questions about your current tracking setup.
2
Get your audit score
Receive an overall tracking health score out of 100 with category breakdowns.
3
Review recommendations
Get a prioritised list of issues to fix, from critical to nice-to-have.
Tracking Audit Checklist
Audit Score
What a Tracking Audit Actually Measures
A tracking audit is a structured review of your entire analytics and conversion tracking infrastructure — from the GTM container and GA4 property configuration down to individual tag firing rules and data layer implementations. Most businesses that run an audit for the first time discover that 20–40% of their conversion data is either missing, duplicated, or miscategorised.
The Most Critical Tracking Issues (And Why They Cost You Money)
- Duplicate conversion tracking — the single most expensive tracking error. Google Ads Smart Bidding overspends because the system thinks campaigns are converting more efficiently than they are.
- Missing Consent Mode v2 — since March 2024, Google requires Consent Mode v2 for all EU traffic. Without it, conversion data from EU visitors is excluded from Smart Bidding.
- Incorrect purchase event parameters — sending value as a string or missing currency breaks revenue attribution in GA4 and Google Ads.
- GA4 not linked to Google Ads — without this link, GA4 conversion goals cannot be imported into Google Ads.
How Often to Run a Tracking Audit
- Quarterly — as a baseline health check
- After any major website change — redesigns, CMS migrations, checkout flow changes
- Before major campaign launches — verify conversion tracking is working before spending budget
Frequently Asked Questions
Run a full audit at least quarterly, and after any major website change, CMS migration, or tag manager update.
Prioritise: duplicate conversion tracking, missing consent mode, broken purchase events, incorrect currency/value parameters, and GA4 not linked to Google Ads.
In GTM, sort tags by "Last Modified". Tags not updated in over 12 months are candidates for review. Also check firing rates — tags with 0 fires may be broken or obsolete.
Use GTM Preview mode for tag firing verification, GA4 DebugView for real-time event monitoring, Google Tag Assistant for quick page checks.
Yes — always test changes in a GTM preview environment against a staging URL before publishing.