Infrastructure

Tracking Audit

We review the measurement infrastructure to determine whether the data being used reflects what is actually happening. We analyse GA4, GTM, events, conversions, ecommerce, attribution, consent and relevant data flows. The starting question is: “Can the data we see support a decision?”

Google Analytics 4

Google Tag Manager

GA4 reviewincorrect trackingmissing conversionstracking debugging

EUR 50 / hour

Request a tracking audit.

Complementary products

Tracking & Analytics Implementation Google Ads Management Meta Ads Management Conversion Rate Optimization (CRO)CRM Integration Internal Dashboards & Reporting

Tracking Audit is an in-depth measurement diagnostic product.

It does not replace implementation, channel audits, CRO or dashboards.

It delivers diagnosis -> evidence -> impact -> priority -> recommendation -> report.

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First screen

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When do you need a Tracking Audit?

The audit is relevant when GA4/GTM are unclear, legacy tags exist, conversions are missing or duplicated, Purchase/value/currency are wrong, forms fire at the wrong moment, platforms show unexplained discrepancies, UTM/GCLID are lost, cross-domain breaks the journey, Pixel/CAPI may duplicate events, server-side or consent behaviour is unclear, or you want an independent diagnosis before rebuilding tracking.

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What is a Tracking Audit?

We investigate the path real action -> website/application -> dataLayer/code -> GTM/tag -> platform -> event -> conversion -> report and review existence, necessity, timing, frequency, data correctness, destination, interpretability, consent behaviour and documentation.

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What you receive

Depending on scope: infrastructure inventory; GA4/GTM/Google tag; events, parameters, key events and conversions; forms and direct actions; ecommerce, Purchase, value, currency and transaction ID; duplicate/missing events; taxonomy and dataLayer; Ads tracking, UTM and GCLID; Pixel/CAPI and deduplication; cross-domain/referrals; consent/CMP/Consent Mode; server-side/first-party measurement; data flows; debugging; real-journey testing; impact assessment; prioritization; recommendations and final report.

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How we work

Define objective -> understand business and conversions -> receive permission-based access -> inventory -> map event architecture -> test journeys -> review GA4/GTM -> review Ads/ecommerce/attribution/consent -> debug -> reconcile sources -> prioritize -> deliver report.

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What we do not do and what we do not promise

We do not include free implementation, make changes without approval, treat every warning as a problem, deliver raw exports without interpretation, force 1:1 reconciliation, invent issues for upsell or replace complete legal/cybersecurity/CRO/Ads audits. We do not promise recovery of missing history, 100% observability or tracking, perfect attribution, identical numbers, automatic performance improvement or removal of browser/consent limitations.

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Frequently asked questions

We can review GA4/GTM, missing and duplicate events, Purchase, ecommerce reconciliation, forms and direct actions, Google Ads conversions, Pixel/CAPI, browser/server deduplication, UTM/GCLID, cross-domain, consent/Consent Mode and server-side tracking. Fixes are separate. The report can be used by another team. We do not guarantee 100% tracking or identical platform numbers.

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The audit starts with the business

Before reviewing tags, we define what the business sells, what the commercial outcome is, what counts as a lead or conversion, which funnels and campaigns use the data and who makes decisions from it. First: “Are we measuring the right things?” Then: “Are we measuring them correctly?”

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Infrastructure inventory

We map GA4 properties and streams, Google tags, GTM containers, Google Ads, Meta Pixel/CAPI, ecommerce, CMP, server-side containers, custom tags, booking systems, CRM and other relevant data sources and destinations.

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GA4, events and parameters

We review property/stream/tag setup, data collection, events, parameters, key events, custom dimensions, ecommerce, cross-domain, referrals, Ads integration, naming, duplicates and obsolete or missing events. For every important event we trace real action -> trigger -> timing -> frequency -> parameters -> destination -> role.

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Missing events, duplicate events and timing

We identify missing form, booking, WhatsApp, phone, lead, cart, checkout or Purchase events; duplicates caused by direct tag + GTM, multiple containers, plugin + GTM, Pixel + CAPI or refresh; and timing errors such as Submit click != Lead or Pay click != Purchase.

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Event architecture and naming

We review event-name consistency and avoid several names for the same action or one generic click event for unrelated actions. The architecture must remain understandable to someone who did not build it.

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dataLayer and GTM

We review dataLayer structure, naming, push timing, event order, persistence, stale values and ecommerce objects, plus GTM tags, triggers, variables, published configuration, legacy/duplicate tags, Custom HTML, consent settings and dependencies.

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Duplicate tags, legacy configuration and Custom HTML

We identify tools loaded multiple ways, old IDs, abandoned pixels or conversions and legacy code. Custom HTML is evaluated by role, duplication, consent behaviour and dependencies rather than treated as automatically wrong.

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Ecommerce and Purchase

We review relevant ecommerce funnel events and, for Purchase, trigger timing, transaction ID, value, currency, items, quantities, price, tax, shipping, coupon, duplication and refresh behaviour.

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Reconciliation with ecommerce

Where data allows, we compare analytics Purchase with real orders without demanding perfect equality. Consent, blockers, timing, refunds, payment status, browser restrictions and implementation differences may explain gaps. The objective is to know which source answers which question.

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Forms and direct actions

We review form start, submit, success, validation errors, AJAX, redirects, thank-you pages, duplicates and parameters. For WhatsApp, phone and email we preserve the observability boundary: click != completed conversation, call or email.

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Cross-domain, referrals and external platforms

For booking, external checkout, payment providers or other domains we review session continuity, cross-domain configuration, link decoration, self-referrals, source and final conversion. A payment gateway may be a technical step rather than the real source.

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UTM, GCLID and Google Ads conversion tracking

We review UTM taxonomy, naming and persistence, auto-tagging, GCLID and redirects. For Google Ads conversions we review source, trigger, Primary/Secondary role, value, currency, transaction ID, duplicates, relationship with GA4 and relationship with the real action. Active status alone is not enough.

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Meta Pixel, CAPI and deduplication

Where Meta is in scope we review Pixel ID, events, Lead, Purchase, value, currency, product IDs, timing, duplicates and consent. For CAPI we review server events, event IDs, browser relationship, source and deduplication. Connected does not automatically mean correct.

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Server-side and first-party measurement

Where server-side tracking exists, we may analyse architecture, server container, clients, tags, request flow, event mapping, first-party endpoints, browser/server relationship, consent, transformations, destinations and documentation. The audit may conclude that the complexity is not justified. First-party measurement is not consent bypass or a guarantee of complete observability.

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Consent

We review CMP behaviour, default state, acceptance, refusal, later preference changes and platform/tag behaviour, including Google consent states where relevant. The technical audit may identify behaviour such as tags loading before consent, but does not replace legal advice.

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Source of truth, platform differences and attribution

We distinguish ecommerce for orders, GA4 for website behaviour, Ads platforms for platform delivery, CRM for lead status and the commercial system for real revenue. We separate explainable differences from measurement errors and do not promise perfect reconstruction of the customer journey.

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Debugging and journey testing

We may use browser/network tools, GTM Preview, GA4 DebugView, platform diagnostics, test forms, test orders, event payloads and logs where available. We test real lead/ecommerce/booking journeys as well as failures such as invalid forms, server errors, rejected payments, abandoned checkout, refreshes and consent changes.

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Different devices, templates and markets

Where the issue requires it, we test desktop/mobile, browsers, different page templates, RO/EN versions, domains/paths, currencies and markets. One successful test in one context does not validate the entire system.

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Tracking, performance, security and personal data

The audit may flag duplicate or unnecessary scripts, excessive third-party requests, sensitive parameters, excessive access or personal data sent unnecessarily. It does not automatically become a complete performance, cybersecurity or legal audit.

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Relationship with CRM and dashboards

Website tracking can show that a lead was generated, while CRM may hold qualification, opportunity, sale or revenue. The audit may also identify dashboards using wrong events, contradictory sources, obsolete fields or unclear formulas. Rebuilding integrations or reporting remains separate.

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Tracking Audit vs other audits

Tracking Audit asks whether measurement infrastructure can be trusted. Tracking Implementation builds or repairs it. Google/Meta audits review measurement from a channel perspective. Marketing & Channel Audit evaluates the acquisition mix. UX & Conversion Audit analyses friction and user experience.

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Problems, impact and prioritization

We separate symptom from cause and prioritize by impact on conversions, revenue, bidding, attribution, affected users, risk, dependencies and effort. Severity may be expressed as Critical, Important and Improvement, reflecting real impact rather than dramatization.

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What the audit may conclude

The audit may confirm that tracking is correct or identify missing/obsolete events, duplicate Purchase, incorrect form measurement, dataLayer/GTM/GA4 issues, Ads conversion problems, Pixel/CAPI or deduplication issues, consent/UTM/cross-domain/server-side problems, need for rebuild, insufficient data or no major intervention requirement.

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Final report

The independent deliverable may include executive summary, objective, scope, infrastructure reviewed, event/conversion inventory, findings, evidence, impact, severity, priority, recommendation, dependencies, limitations and next steps. For each important issue it should be clear what is happening, how we know, why it matters and what should be done.

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The audit does not automatically modify infrastructure

We do not automatically change GA4, GTM, tags, triggers, dataLayer, conversions, Google Ads, Pixel, CAPI, consent, server-side, UTM parameters or website code simply because a problem is found. Implementation is approved separately.

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Price, individual product, timeframe and what we need

EUR 50 / hour. Scope depends on platforms, events, conversions, ecommerce, Ads, Pixel/CAPI, dataLayer, UTM, cross-domain, consent, server-side, domains and connected systems. The audit can be purchased independently. Duration varies. We need the website, relevant access, suspected problems, relevant platforms, documentation, recent changes and examples of discrepancies.

34SEARCH TERRITORY

Support intents

GA4 review

incorrect tracking

missing conversions

tracking debugging

Tracking Audit

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