Google Tag Manager Audits & Cleanup
Your tracking should tell you what's working. Not give you a headache.
If your GTM container has been touched by multiple people over the years, there's a good chance it's full of duplicate tags, broken triggers, and tracking that nobody fully understands anymore.
The result? Data you can't trust. Conversions that don't match reality. And a container that everyone's scared to touch in case "something breaks".
I can fix that.
What I'll Do
Step 1: Full Container Audit
I'll go through your entire GTM setup and map out exactly what's there:
Which tags are firing and which are dead weight
Which triggers are actually being used
Where you've got duplicate or conflicting tracking
What's missing that should be there
Where the gaps are between your tracking and your actual customer journey
You'll get a clear picture of the current state - not just "it's messy" but specifically what's wrong and what needs to change.
Step 2: Cleanup & Consolidation
Then I'll fix it:
Remove redundant, broken, and abandoned tags
Consolidate duplicate tracking into single, reliable events
Set up proper form submission tracking that captures all forms automatically
Set up flexible CTA/button click tracking that doesn't need updating every time you add a new button
Implement or fix GA4 ecommerce tracking so your purchase data actually matches your sales
Organise everything into logical folders with consistent naming
The goal isn't just a tidy container - it's tracking that maintains itself. New forms, new buttons, new products should be captured automatically without someone having to jump into GTM every time.
Step 3: Documentation & Handover
You'll get full documentation of:
What's in your container and why
How the tracking works
What happens automatically vs what needs manual setup
SOPs for common scenarios (adding new products, changing button text, etc.)
So when you or your team need to make changes in future, you're not starting from scratch trying to figure out what everything does.
What You'll Get
Accurate data - Conversions that match reality. Form submissions you can actually see. CTA performance you can actually measure.
A maintainable container - Organised folders, consistent naming, clear documentation. Anyone can open it and understand what's there.
Self-maintaining tracking - New forms, buttons, and products tracked automatically. No more "we forgot to add tracking for that" situations.
Peace of mind - No more "don't touch it in case something breaks". You'll know exactly what's in there and why.
How It Works
1. Initial Review
Send me access to your GTM container and GA4 property. I'll take a look and come back to you with an honest assessment of the current state and what needs doing.
2. Audit & Recommendations
I'll do a full technical audit and put together a clear scope of work - what needs removing, what needs consolidating, what needs building, and what the expected outcomes are.
3. Implementation
I'll do the work. Cleanup, consolidation, new tracking setup, testing, documentation. You'll get progress updates and the opportunity to review before anything goes live.
4. Handover
Full documentation, a walkthrough of what's changed, and answers to any questions. Plus I'm available for follow-up questions after handover - I don't disappear the moment the work's done.
This Is For You If...
Multiple people have worked on your GTM over the years and nobody's quite sure what's in there anymore
Your GA4 conversions don't match your actual sales or leads
You've got tags called "test", "new", or "copy of copy of"
Every new form, button, or product requires someone to add tracking manually
You're scared to delete anything in case something breaks
You're still tracking pixels for tools you stopped using years ago
You just have a nagging feeling that your data isn't quite right
Contact me.
If your GTM container has become a black box that nobody wants to open, or your tracking data just doesn't add up, get in touch.
I'll take a look and tell you honestly whether it needs work - and if it does, what that work looks like.