Also called: GTM audit, tag audit, tracking audit
A useful audit covers five dimensions: duplication (the same vendor installed twice), dead weight (tags with no active trigger or no fires in 90 days), consent correctness (ad tags without Consent Mode v2 settings), data quality (PII in parameters, missing required values), and performance (total script weight added to the page).
The audit should look at both the container definition and the live site. A container can be immaculate while the site loads a stray hardcoded pixel from three redesigns ago that no one remembers adding.
Findings should be ranked by revenue impact, not by count. A missing currency parameter on the purchase event outranks forty cosmetic naming inconsistencies.
A container nobody has audited in two years typically carries 20–40% dead tags, at least one duplicate pixel, and one ad tag firing without consent — costing page speed, report accuracy, and compliance headroom simultaneously.
Duplicate vendor tags, tags with no trigger or no recent fires, Consent Mode v2 settings on every advertising tag, PII in URL parameters and dataLayer values, hardcoded tags on the site that bypass the container, and total added script weight.
A manual review of a mid-sized container is typically half a day to two days depending on tag count. Automated audits run the mechanical checks in seconds; the human time goes into deciding what to remove and confirming nothing downstream depends on it.
TagEasy's free auditor checks any URL for Consent Mode v2 signals, PII in tracking, duplicate pixels, and 10 other tracking-quality faults. No signup.
