Tracking audit: find out in a few days whether your numbers are true
Doubled conversions, missing purchases, a consent banner that kills measurement: the audit compares what GA4, Google Ads and Meta see with what really happens on your site, and lists the fixes in order of impact.
Why audit before optimizing
An ad budget is managed on conversions. If they’re wrong, every decision is wrong too: Google and Meta learn from a bad signal, you pause profitable campaigns and scale the ones that aren’t. In fourteen years of tracking work I have almost never audited an account without finding at least one error that changed how the results should be read.
What I check
- GTM container: tags, triggers, variables, published versions and duplicate tags outside GTM
- GA4: data streams, key events, conversions, values, internal traffic filters, cross-domain
- Google Ads: conversion sources, actual firing, one-per-click vs every, Enhanced Conversions
- Meta: Pixel, Conversions API, deduplication, event match quality
- Consent signals and banner: what is passed, behavior on refusal, compliance with the laws that apply to you
- E-commerce: view_item, add_to_cart, begin_checkout, purchase, value, currency, transaction ID, reconciliation with the back office
- Speed and health: tags that slow the site down, console errors, orphan scripts
The deliverable: a fix list, not a 60-page PDF
You get a short, actionable document: for each issue, what happens, what it distorts, a screenshot that proves it, and the fix, ranked by impact. If you have a developer or an agency, they can apply it as is. If you’d rather I fix it, the €290 audit is credited against the repair or the installation.
The errors I find most often
- The Google Ads conversion fires on every visit to the thank-you page, including refreshes
- Purchase reports net of tax in GA4 and with tax in Google Ads, or not at all on some payment methods
- Two GA4 tags: one in GTM, one in the theme, so everything is counted twice
- The consent banner blocks everything, even what could be measured without cookies, or passes nothing to Consent Mode
- Meta Pixel and Conversions API without a shared event ID: duplicates
- Internal and test traffic not filtered
Process and timeline
You give me read access to GTM, GA4, Google Ads and Meta, plus the site URL. I don’t need your back office to audit. The report is delivered within a few business days, followed by a 30-minute call to walk through it.
Audit pricing
Prices in euros, excluding VAT, no long-term commitment. Every setup includes a QA report with screenshots.
Tracking audit
I check what actually gets recorded in GA4, Google Ads and Meta, and hand you a prioritized fix list. Credited if you hire me for the fix.
Lead-gen website tracking
GTM + GA4 + Consent Mode v2 + Google Ads conversions, for a site whose goal is a contact or a booking. QA report included.
E-commerce tracking
Full data layer, checkout funnel, purchase and revenue made reliable on Shopify, WooCommerce or PrestaShop.
Your questions
My tracking was done by an agency. Is it still worth auditing?
That’s actually the most common case. Tracking installed two years ago has been through theme updates, plugin updates, a new consent banner and platform changes. The audit checks what still works today.
Do I need to touch my site for the audit?
No. Read access to the tools is enough. I test the site as a visitor, with debugging tools, without changing anything.
What happens after the audit?
Either you apply the report internally, or I take care of it. In that case the audit is credited against the repair (from €350) or the installation (€490 lead-gen, €890 e-commerce).
Doubting your numbers?
The audit tells you within days what gets recorded, what’s missing, and how to fix it.