Tracking & Analytics Audits

Your analytics should be the one part of the business you don’t have to second-guess.

If you’ve inherited a tracking setup, run through agency after agency, or just have a nagging feeling that the numbers in GA4 don’t reflect what’s actually happening — an audit will tell you exactly where the gaps are and what’s worth fixing first.

I audit GA4, GTM, Meta, TikTok, Google Ads, Microsoft and Bing UET, and Adobe Analytics setups - against the actual customer journey, the platforms you’re spending money on, and the regulations you have to comply with.

What I’ll audit.

GTM Container Review

A line-by-line review of your Google Tag Manager container:

  • Every tag, trigger and variable, mapped against what’s actually firing on the live site

  • Where tags are duplicated, conflicting, or quietly broken

  • Whether your consent gating is configured correctly per tag

  • Whether your dataLayer is structured to support the platforms you’re using

  • The "test", "new", and "copy of copy of" tags that everyone’s been afraid to delete

Consent & Compliance

Whether your tracking is actually compliant - not just whether you’ve got a cookie banner:

  • Tags firing before consent (more common than you’d expect)

  • Consent Mode v2 configuration in GTM

  • CMP setup and category coverage (Cookiebot, OneTrust, CookieYes and others)

  • Cookie classification and unclassified cookies

  • Whether your privacy policy reflects what’s actually being tracked

GA4 Property Review

The setup, not just the dashboards:

  • Data streams, custom dimensions and metrics

  • Key events, conversion configuration and attribution settings

  • Cross-domain measurement, internal traffic filtering and IP exclusions

  • Data retention, consent signals and BigQuery export configuration

  • Whether the "purchase" event in GA4 actually matches the purchases in your order management system

Live Site Behaviour

What’s actually happening when a real user lands on your site:

  • Tag firing timings and order

  • Network requests and the data being sent to each platform

  • Third-party scripts and their tracking implications

  • Site speed impact from tracking

Ad Platform Tracking

Conversion tracking and signal quality across every platform you’re spending on:

  • Meta Pixel and Conversions API - event coverage, match rates, deduplication, Advanced Matching

  • TikTok Pixel and Events API — coverage and dedup

  • Google Ads conversion actions and Enhanced Conversions

  • Microsoft and Bing UET

  • LinkedIn Insight Tag (where used)

Adobe Analytics (where applicable)

For enterprise or legacy setups:

  • Suite configuration, eVars, props and success events

  • Processing rules, classification rules and segments

  • Adobe Launch (or legacy DTM) tag management review

  • Multi-suite, multi-region implementations - DACH, EMEA, NA roll-outs

What you’ll get.

  • A clear, prioritised audit report - findings, severity, recommended actions

  • An executive summary your stakeholders can act on

  • Specific fixes, not vague advice - what to change, where, and why

  • An honest view of what’s already working well, not just what’s broken

  • Optional: a working session to walk through findings together with your team or agency

Inquire

How It Works

1. Scope & access

Quick call to understand the setup, the questions you need answered, and the access I’ll need (GTM, GA4, Meta Business Manager, ad accounts, CMP). I’ll come back with a fixed fee and a turnaround time.

2. Audit & Recommendations

I work through the setup methodically - container, properties, ad platforms, consent, live behaviour. Everything’s documented as I go.

3. Reporting

You get a written report with executive summary, findings (organised by area), recommended actions (prioritised High / Medium / Low), and direct answers to any specific questions you raised at scoping.

3. Walkthrough (optional)

A working session to talk through the findings and decide what to do next. Useful for getting agencies, dev teams and internal stakeholders aligned in one go.

This is for you if…

  • You’ve inherited a tracking setup and have no idea what’s actually in it

  • Your GA4 numbers don’t reconcile with your CRM, Shopify, sales team or order management system

  • You’re spending on Meta, TikTok or Google Ads but match rates are low or attribution looks shaky

  • You need an independent second opinion on an agency’s work

  • You’re worried about GDPR exposure and don’t know where to start

  • A new privacy law or platform change has just landed and you’re not sure if you’re affected

  • You just have a nagging feeling that your data isn’t quite right

Recent audits I’ve delivered.

  • A multi-country Adobe Analytics audit covering the DACH region for a global healthcare brand, working through one of the world’s largest digital agencies

  • A GA4 and GTM audit for a UK health practice with an iframe-based booking system - resolving subdomain tracking and double-counting issues

  • A website consent and GDPR compliance audit for a London chambers, identifying tags firing before consent and a stale cookie inventory

  • A data-integrity review for a B2C competitions platform, now feeding their analytics roadmap

  • A consolidated tracking audit for an Irish ecommerce retailer covering GA4, Meta and Google Ads conversion data

  • A GA4 + GTM audit and live-site verification for a UK training provider

Get an honest assessment.

If your tracking has become a black box, or your numbers just aren’t adding up - get in touch. I’ll take a look and tell you honestly whether an audit is what you actually need.