Google Tag Manager audit

Open your container and count the tags nobody can account for. In most accounts there are several: one from an agency that left, one for a campaign that ended in 2023, two that fire on the same event for reasons lost with the person who built them.

None of that is negligence. A container is edited by whoever needs something that week, for years, and nothing in it ever announces that it has stopped being useful.

What we need from you

Viewer access to the GA4 property, and read access to the Google Tag Manager container. That pair is the most routinely granted in the industry: no admin rights, no second factor, no developer, and nothing on your site changes while we look. You can revoke both the day the read is finished.

What comes back

A written read of what fires, when, and on whose consent — tags, triggers, variables, and the server-side container if you run one. Each finding comes with the thing it rests on: which tag, which trigger, which condition, and what it does to the number at the end.

The ones that matter are rarely the broken ones. They are the tags that work perfectly and send the wrong thing: a conversion firing on a page that is not a purchase, a value that was hard-coded once for a test, consent logic that blocks a platform nobody meant to block.

What it cannot tell you

80 to 90 percent is the realistic ceiling on measurement accuracy, and nobody clears it. Consent refusals, blockers and people moving between devices take the rest. So what this produces is a known state rather than clean data. You will not get a perfect number out of it. You will get to know which of your numbers can carry a decision and which cannot — and today that is written down nowhere.

What if my agency built it?

Then most of what we find was probably chosen. A setting is not a fault until somebody has asked whether it was deliberate, so we ask before calling anything wrong — and the answer often closes the question with nobody having been wrong. What is left is a list your agency can work from, in their own vocabulary, with the evidence attached.

Where this sits

A tag manager audit reads the layer that decides what every other system gets told. It is the measurement half of one level of a longer ladder: what your company tells Google and Meta about itself, and what those platforms then decide on the strength of it. Most companies stop here, and stopping here is a reasonable thing to do.

Tell us what you are trying to fix. That is the whole first step.