Web Tracking Audit — Find & Fix Data Collection Issues
Complete audit of your tracking setup: tags, events, data layer, consent, data quality. Detailed report with prioritized action plan.
What a tracking audit covers
A web tracking audit scrutinizes your entire data collection setup. Every tag deployed on your site is examined: Google Analytics tags, advertising pixels (Meta, LinkedIn, TikTok), and third-party tools (Hotjar, AB Tasty, Intercom). The goal is to verify that each tag fires at the right time, on the right pages, with the right data.
The audit also covers your data layer structure. A poorly designed or incomplete data layer is the primary cause of unusable data in GA4. We check event naming consistency, required parameters, value typing, and duplicate detection. Consent is also audited: does your CMP properly block tags before acceptance? Is Consent Mode configured in basic or advanced mode? Do the signals sent to Google match the user’s actual choice?
Audit methodology
The audit follows a structured four-phase protocol. First, a technical crawl of the site using tools like Screaming Frog or ObservePoint to inventory all tags present on each page. Next, a GTM container audit: tag, trigger and variable organization, orphan or redundant tag detection, and firing rule verification.
The third phase is the GA4 configuration review: property settings, data streams, filters, recommended events, conversions, and audiences. We verify that custom parameters are correctly reported and that reports reflect reliable data. Finally, a test plan covers critical user journeys (conversion funnel, forms, internal search) to validate actual event firing under real navigation conditions.
Deliverables and action plan
At the end of the audit, you receive a comprehensive report documenting every anomaly detected with its severity level (critical, major, minor). Each finding is accompanied by a screenshot or data extract illustrating the issue.
The prioritized action plan ranks fixes by business impact and technical effort. Critical anomalies — lost conversion data, double-counted pageviews, GDPR non-compliant tags — are addressed first. You get an actionable document that your technical team can implement directly, with precise specifications for each fix to apply in GTM, GA4 or source code.