Automated · Reads + Writes

Conversion tracking without the double-count.

Catch duplicate purchase events, drifted measurement IDs, and tags that send revenue to the wrong property. The bugs a GA4 report will never show you.

By hand

4–8 hours of manual QA per property

With the audit

60 seconds

Run My Free Audit See a sample audit

Why it's painful

Conversion tracking breaks in three ways, and GA4 cannot tell you which one. Double-firing: two tags emit the same purchase event and revenue looks 2× real. ID drift: a tag ships a measurement ID that no longer matches your GA4 property, so conversions go to an old or wrong property silently. Tag-trigger mismatch: a key event is configured in GTM but never promoted to a key event in GA4, so Google Ads smart bidding is blind to it. GA4 only shows you events it received — not the ones it didn't, or the ones that arrived twice. You need to audit both sides together, which is exactly what GA4 × GTM cross-checks do.

How the audit handles it

Extracts every measurement ID referenced anywhere in your GTM container and compares against the GA4 property you're auditing. Flags any mismatch before it costs you a month of attribution.
Walks every key event in GA4 and looks for a matching GTM tag with the identical event name. Gaps and near-matches both flag.
Counts distinct GTM tags firing the same event name. Two `purchase` tags → almost always a double-count bug.
Checks that conversion-critical events (purchase, generate_lead, sign_up) are configured as key events in GA4 admin, not just sent as regular events.
Generates the exact GTM tag configuration needed to fix each issue. Copy-paste ready.

Real audit checks

Every check below is a real rule in our audit engine — not a marketing bullet.

CROSS-001Measurement ID drift between GA4 and GTM

CROSS-002Key event coverage gaps

CROSS-003Duplicate tags firing to the same event

GA4-MSR-04Key events configured in admin

GA4-MSR-07Enhanced measurement conflict detection

Sample finding

What a real audit report looks like for this chore.

Critical

Two GTM tags firing `purchase` event to the same container

Business impact

Purchase count and revenue appear to be 2× actual in GA4 reports. Google Ads smart bidding receives doubled conversion signal and will overbid on campaigns optimized to purchase value. ROAS reporting is unreliable until resolved.

Recommendation

Identify which of the two tags is redundant (the audit surfaces both tag IDs and their triggers). Pause the duplicate in a shadow workspace first, verify the event count halves to expected in DebugView, then publish. Never disable the live tag directly.

Related chores

Reads

GA4 audit

The 58-check audit a senior consultant would run on day one — Foundation, Data Accuracy, Measurement, Privacy & Security, Optimization. Delivered in 60 seconds instead of two weeks.

Reads + Writes

Consent Mode v2

Verify your consent wiring against every tag, catch the gaps Google warns about in Ads, and stage the fixes — without waiting on a developer ticket.

Hire a web analyst. Or install one.

Conversion tracking is one of 6 high-stakes chores the audit covers end-to-end. Your first audit is free, takes 60 seconds, and catches what your setup has been quietly getting wrong.

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