Nobody knows what half the tags do.
Years of agencies, campaigns, and experiments have left a container full of legacy tags, unclear naming, and zero ownership.
Track Pillar · GTM Audit
Your GTM container is not a parking lot.
Our GTM audit cuts through years of quick fixes, agency leftovers, and experiments. We turn your container into a clean, documented, high-performance measurement layer — instead of a liability.
- Remove dead tags, duplicate events, and conflicting triggers that skew your data.
- Tighten load rules so GTM doesn't tank performance or Core Web Vitals.
- Put governance in place so the container stays clean after every campaign and release.
Built for growth, performance, and product teams who can't afford a fragile measurement setup.
Why GTM feels fragile
The problem isn't GTM. It's that it's treated like a dumping ground.
GTM is incredibly powerful — but only if you treat it like production code, not a sandbox. Our audit turns your container into something you're comfortable scaling on.
Site performance is paying the price.
Multiple pixels firing on every page, synchronous scripts, and sloppy triggers quietly chip away at page speed and UX.
Duplicate or missing events everywhere.
Two "purchase" tags here, no event there, custom HTML that fires on the wrong pages — and nobody can confidently clean it up.
Security, privacy, and consent are an afterthought.
Unreviewed third-party scripts and unclear consent behavior can become both a legal and reputational risk.
What the GTM audit covers
From "don't touch the container" to a clean, documented tag management layer.
We don't just hand you a list of broken tags. You get a clear picture of risk, a prioritized cleanup plan, and patterns to keep GTM stable going forward.
Container architecture & hygiene
Structure, organization, and whether anyone can understand it quickly.
- Review of accounts, containers, workspaces, and environments.
- Foldering, naming conventions, and tag/trigger/variable organization.
- Legacy tags and unused triggers identified and marked for removal.
- Version history and publishing discipline assessed.
Tag logic, duplication & firing rules
The guts of where your data quality succeeds or fails.
- Audit of tag types: GA4, Ads, Meta, LinkedIn, custom HTML, etc.
- Checks for duplicate tags firing on the same events.
- Trigger conditions reviewed for accuracy, overlap, and risk.
- Event mapping validated against your measurement plan or schema.
Data layer & implementation quality
Whether what GTM sees matches what the business thinks it sees.
- Data layer structure and consistency reviewed across key flows.
- Page and event payloads validated with real journey walkthroughs.
- Critical values (IDs, revenue, user identifiers, consent) spot-checked.
- Recommendations for a cleaner, more future-proof data layer.
Performance, security & privacy
The part of GTM most teams only look at when something breaks.
- Impact of GTM and third-party tags on page load and Core Web Vitals.
- Custom HTML and scripts reviewed for security and maintenance risk.
- Consent behavior validated: what fires for whom, and when.
- Region-based or role-based measurement patterns assessed.
10-Day GTM Forensic Audit
Fast, thorough, and safe — with rollback baked in.
We treat your GTM container like production infrastructure. Every recommendation is documented, testable, and grounded in how your business actually runs.
- Days 1–21
Access, backup & snapshot
Secure access to GTM, export current containers, and create safe rollback points. Capture a high-level map of tags, triggers, and variables.
- Days 3–42
Architecture & hygiene review
Assess foldering, naming, environments, and governance. Flag obvious clutter, legacy tags, and dangerous patterns.
- Days 5–63
Tag & trigger forensics
Deep dive into tag purposes, trigger logic, and duplicates. Match what fires where against your key user journeys.
- Day 74
Data layer & payload checks
Inspect data layer structure and key variables. Validate critical events against real flows (ecommerce, leads, logins, etc.).
- Days 8–95
Performance, security & privacy
Analyze impact on load time, identify risky custom HTML and uncontrolled scripts, and validate consent behavior.
- Day 106
Audit deck & cleanup blueprint
Deliver your GTM audit with screenshots, risk ranking, and a prioritized implementation plan — with optional execution support.
You'll see a working draft of findings before the final deck, so we can align on priorities and risk before implementation.
Proof It Works
GTM audits that give you confidence to ship — not fear of breaking everything.
The container stops being a black box and becomes something your team understands, trusts, and can keep healthy over time.
DTC · High-traffic Shopify store
Cut GTM tag count by 45% with cleaner, faster tracking.
Removed unused tags, consolidated events, and tightened triggers — while improving revenue accuracy and reducing page weight.
SaaS · Multi-product portfolio
Standardized GTM across 3 brands without breaking existing funnels.
Re-architected containers around a shared measurement schema, introduced environments, and added guardrails for future campaigns.
Healthcare · Regulated environment
Brought GTM in line with consent, privacy, and security requirements.
Reviewed all scripts, restricted risky tags, and aligned firing with CMP and legal guidance — without losing critical measurement.