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Most websites already have tracking in place, but that doesn't necessarily mean it's working properly.
I carry out hands-on website tracking audits to review how GA4, Google Tag Manager, consent and third-party tracking are configured, identify gaps or unreliable data and work out what needs fixing. I also look at what isn't being tracked, so your setup reflects the actions and conversions that actually matter to your business.
We have been so grateful to have had support from Dave this year. From helping us to transition over to GA4 seamlessly to setting up customised, interactive dashboards – we have been over the moon with the service we have received. Dave is great to work with, very responsive and was always on hand to answer the (many) questions we had about the process. Thank you so much for your help!
tell me what you need help with
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How The Audit Works
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Tracking Gaps
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Tracking problems aren't always obvious.
GA4 can be collecting data while important events are missing. Google Tag Manager can contain tags that fire twice, fire at the wrong time or no longer serve any purpose. Advertising platforms may be receiving different conversion data from your analytics, while consent settings can change what gets collected altogether.
That's why I look beyond individual platforms and review how the wider tracking setup works together.
I work directly with your website and tracking configuration, combining practical experience across GA4, Google Tag Manager, advertising platforms, ecommerce tracking, consent management and reporting.
The aim isn't to collect as much data as possible. It's to make sure you're collecting the right data, accurately and consistently, so you can make decisions based on information you can trust.
Every tracking setup is different, so I start by understanding what your website actually needs to measure before deciding whether the existing implementation is right.
I start with the business and website rather than the tags.
That means looking at the journeys and actions that matter, such as enquiries, purchases, registrations, downloads, telephone calls, email clicks, newsletter sign-ups or other meaningful interactions.
This provides a benchmark for answering two different questions:
Is the tracking you already have working correctly?
and:
Are you tracking everything you should be?
I then audit the current tracking configuration across the relevant platforms.
That usually means reviewing GA4 and Google Tag Manager, but can also include consent platforms, advertising tags, ecommerce tracking and other third-party tools.
I look for missing, duplicated, outdated or incorrectly configured tracking and check whether events contain the information needed for useful reporting.
Configuration can look correct inside a platform and still behave differently when a real user interacts with the website.
I test important journeys and actions to see which tags and events fire, when they fire, what data they contain and whether that information reaches the intended platforms correctly.
Once the current setup is understood, I separate genuine problems from lower-priority improvements.
The result is a clearer picture of what needs fixing, what could be improved and what additional tracking would make the data more useful.
The exact scope depends on your website and existing setup, but a tracking audit can cover the full journey from something happening on the website through to that information appearing in your analytics, advertising and reporting platforms.
I review how GA4 is configured and whether it is collecting useful, reliable data.
This can include:
Where the work is specifically focused on GA4 rather than the wider tracking ecosystem, I also offer dedicated Google Analytics consultancy.
I review the structure and behaviour of your Google Tag Manager implementation.
That can include:
The aim is to understand not just whether a tag exists, but whether it fires at the right time, for the right action, with the right information.
I review whether meaningful website actions are being measured properly.
Depending on the site, that can include things such as:
I also look for actions that should be tracked but currently aren't.
For ecommerce websites, I can review whether important shopping and transaction events are being collected correctly.
That can include product views, add-to-cart actions, checkout stages, purchases, transaction IDs, revenue, discounts, tax, shipping and other ecommerce parameters.
I can also compare how important transaction data appears across GA4, advertising platforms and the ecommerce system itself where appropriate.
Most websites now send data to more than one platform.
I can review third-party tracking such as Google Ads, Meta and other advertising or affiliate platforms to check whether tags are firing correctly and whether important conversions are being recorded consistently.
This can also help identify obsolete or duplicated tags that no longer need to be on the website.
Common problems include events firing more than once, form submissions not being captured reliably, key events being configured incorrectly, ecommerce values being incomplete, staging traffic appearing in live reports and different platforms recording different versions of the same conversion.
Other sites technically have working analytics but are missing useful measurement entirely - such as telephone clicks, downloads, lead actions or important steps through a customer journey.
The purpose of the audit is to distinguish between:
tracking that is broken,
tracking that is incomplete, and
tracking that works but isn't actually useful.
Consent can have a significant effect on what your analytics and advertising platforms are allowed or able to collect.
As part of the tracking audit, I can review the technical behaviour of your consent setup and how it interacts with your tags.
That can include checking:
Where needed, I can help configure or troubleshoot platforms such as OneTrust or CookieYes and their integration with Google Tag Manager.
If you're already using server-side tracking, I can include it within the audit where appropriate.
If you're considering moving to server-side tracking, I can also review whether there is a genuine reason to do it, how it would fit with your existing setup and what would need to change.
Server-side tracking isn't automatically the right answer for every website, so I'd treat it as a separate consideration rather than something every tracking audit needs.
The audit gives you a clear picture of how your tracking currently works and what should change.
Depending on the scope, that can include:
I explain what I've found, why it matters and what needs to happen next rather than simply handing over an automated tracking report.
Where developers or other teams need to be involved, I can provide the technical details they need to implement the recommendations.
Finding tracking problems is only half the job.
Once the audit is complete, I can implement many of the fixes and improvements directly, particularly where Google Tag Manager and GA4 are involved.
That can include configuring:
Where development work is required, I can work alongside your developer and provide clear requirements for data layer changes or other website-level implementation.
I then test the updated tracking before and after deployment to make sure the expected data is being collected.
I can carry out the tracking audit independently or work alongside marketing teams, web developers and digital agencies where different parts of the tracking setup are owned by different people.
My role is to identify where the measurement is breaking down, explain what needs to change and help the right people understand what they need to fix or implement.
If you need broader support across an internal team, you can also find out more about how I work with in-house teams.
Once the main tracking setup is working properly, I can continue to help if you need ongoing checks, reporting or support.
There's no requirement for a long-term retainer. Some clients want regular monitoring, while others simply get in touch when something changes or a new tracking requirement comes up.
Keeping an eye on performance and making sure your tracking stays accurate.
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Quick questions, troubleshooting, or tracking tweaks - flexible help, whenever you need it.
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If the numbers don't look right, important actions aren't being measured or you simply want to know whether your setup is working properly, tell me what's going on and I'll let you know where I can help.
A website tracking audit is a review of how your website collects and sends analytics, conversion and marketing data.
It can cover Google Analytics 4, Google Tag Manager, ecommerce tracking, advertising platforms, consent behaviour and other third-party tags.
The aim is to identify tracking that is missing, duplicated, inaccurate or no longer useful and make sure important website actions are being measured properly.
The exact scope depends on the website, but I typically review GA4, Google Tag Manager, events, key events, conversion tracking, ecommerce tracking, advertising tags, consent configuration and important user interactions.
I also look at the website itself to identify actions that should be measured but currently aren't.
This means the audit looks at both whether existing tracking works and whether the right things are being tracked in the first place.
Sometimes the problem is obvious, such as conversions disappearing or events suddenly doubling.
Other warning signs can include different platforms reporting very different numbers, unusually high or low conversion rates, missing ecommerce revenue, self-referrals, duplicate events, unexplained traffic changes or reports that simply don't match what you know is happening in the business.
If you're unsure, I can test the implementation and work out whether the issue is with the tracking, reporting or something else.
A GA4 audit focuses specifically on the Google Analytics property, its events, configuration, reporting and integrations.
A website tracking audit is broader.
It can also cover Google Tag Manager, website implementation, consent management, advertising tags, ecommerce tracking and other third-party platforms.
If your problem appears to be confined to GA4, a focused GA4 review may be enough. If you're unsure where the tracking problem originates, the wider audit is usually more appropriate.
Yes.
I can implement many GA4 and Google Tag Manager changes directly and can work with your developers where website or data layer changes are required.
That means the audit can move directly into implementation rather than leaving you with a list of recommendations you then have to figure out yourself.
Yes.
I can review your Google Tag Manager container to check how tags, triggers and variables have been configured, identify duplicated or redundant tracking and test whether important tags fire under the correct conditions.
I can also review how GTM interacts with GA4, advertising platforms and your consent setup.
Yes.
I can review GA4 ecommerce tracking to check whether important ecommerce events and parameters are being collected properly.
Depending on your setup, this can include product views, add-to-cart activity, checkout events, purchases, transaction IDs, revenue and other ecommerce data.
Where useful, I can also compare the analytics implementation with data being sent to advertising or reporting platforms.
Yes, from a technical tracking perspective.
I can review how your consent management platform interacts with GA4, Google Tag Manager and other tags and check what tracking fires before and after users make consent choices.
I can also help implement or troubleshoot consent-related tracking changes.
For legal interpretation of your organisation's consent obligations, you should use appropriate legal or privacy advice.
Yes.
A website tracking audit can include advertising and third-party tags where they form part of your measurement setup.
I can check whether important tags are present, when they fire and whether conversion data is being sent as expected.
The exact platforms included can be agreed before the audit starts.
This depends on the scope, but I will normally need access to Google Analytics 4 and Google Tag Manager.
I may also need access to Google Ads, your consent management platform, ecommerce platform, CMS or other systems where they are relevant to the tracking being reviewed.
I'll confirm exactly what is needed before the audit begins.
The cost depends on the complexity of the website, the number of tracking platforms involved and how much investigation is required.
A relatively simple lead-generation website with GA4 and GTM will normally require less work than an ecommerce site with multiple advertising platforms, consent management and extensive custom event tracking.
Once I understand the setup and what you need reviewed, I'll agree the scope and cost before work starts.
The timescale depends on the size and complexity of the implementation.
A focused review of a relatively straightforward website may only require a small amount of consultancy time, while ecommerce sites or setups involving multiple platforms, consent, data layers and custom tracking can take longer.
I'll confirm the likely timescale once I've seen the existing setup.
A tracking audit is useful when you don't trust the data, something has stopped working or you know important actions aren't being measured.
It's also worth reviewing tracking after a website redesign or migration, when moving to a new consent platform, after substantial changes to GA4 or GTM, or when your business needs have changed and the existing measurement setup no longer reflects what matters.
If you need a website tracking audit, want to find out more, or even just have a question, fill in the form below as I will always be happy to help
