Step-by-step audits across consent, GTM governance, GA4 event quality, cookies and conversion integrity, plus troubleshooting guides for when something’s already broken and account recovery guides for when you’ve lost access. Prefer not to do it by hand? The same checks run automatically in about two minutes.
The full step-by-step audit across all five dimensions: consent, GTM governance, GA4 event quality, cookies and conversion integrity.
Core guideSix warning signs your tracking is broken, what to check, and the five-step process to find out.
Core guideA condensed, 17-check to-do list across installation, consent, data quality, conversions, reportable data and GTM governance.
Core guideThe definitions behind everything else here: what a tracking tag is, how it differs from an HTML tag, and the main types running on a typical site.
Core guideWhat a tag management system does, why sites use one, and the governance problems that come with putting every tag in a single container.
Core guideFive methods for seeing every tag running on any site, from the page source to a full audit, and what each one misses.
Dimension guideVerify Consent Mode v2 defaults, per-tag consent settings, and whether cookies match what your banner declares.
Dimension guideNine checks for a Google Tag Manager container: duplicates, legacy tags, consent settings, triggers, variables and access.
Dimension guideCheck that events measure what they claim to: naming, key events, sources, parameters and internal traffic.
Dimension guideCheck the cookies your site actually sets match what your consent banner declares.
Dimension guideVerify every conversion counts once, with the right value, reconciled against your order system or CRM.
TroubleshootingSymptom by symptom diagnostics for broken GA4 tracking, with causes ranked by likelihood and the fix for each.
TroubleshootingOrders are coming in but GA4 shows no purchases, or fewer than reality. The six causes, in the order to check them.
TroubleshootingA chunk of traffic reports as Unassigned and no channel gets the credit. What creates it and how to trace it.
TroubleshootingGTM looks broken but nothing throws an error. Seven causes, ranked by likelihood.
RecoverySee every tag, trigger and variable in a live container without logging in, and get edit access back.
RecoveryGA4 has no public file to read, so recovery goes through the account. The routes to try, in order.
TroubleshootingTrivial events marked as conversions, names over the 40-character limit that are silently never counted, and the once-per-session default nobody chose.
TroubleshootingTelling the designed gap from the broken one, built on Google's own documentation rather than the vendor numbers that contradict each other.
TroubleshootingThe six collisions between Enhanced Measurement and your own GTM tags, the parameter signature that tells them apart, and what double-counted conversions do to Ads bidding.
TroubleshootingGTM's most configurable trigger, and the three defaults that quietly stop it firing, including the one hidden under Advanced.
TroubleshootingFive checks that work from outside the container, on any site, without Preview mode, including the gtm.js request that returns 200 for a container that does not exist.
TroubleshootingCollected and invisible: why a parameter never reaches a report, the scope and limit rules behind it, and when the old data is recoverable.
Free toolsDoes a site set a Consent Mode default before its tags load, and which banner does it use? Reads one public page, no sign-up.
For agenciesMost audits are delivered as a list of problems, which is homework rather than a deliverable. The seven things it needs for work to actually happen afterwards.
For agenciesThe easiest audit to sell and the hardest to raise, because you may have built the tracking. Four openings, how to scope it, and what to do when the findings are yours.
For agenciesWhat agencies and freelancers actually charge, every figure sourced, plus a way to price an audit that does not depend on the published numbers being right.
Knowledge baseThe audit dimensions, common findings and concept definitions, published as a cross-linked Open Knowledge Format bundle.
Every check in every guide, run against your live GA4 and GTM, scored A–F. A free audit every month.
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