Google Tag Manager Audit
Full programmatic export analysis of your GTM container. Every tag, trigger, and variable reviewed: naming conventions, performance impact per tag, consent compliance, broken references, unused elements, and trigger overlaps. Delivered as a prioritised findings report with specific remediation steps.
Programmatic analysis of every element in your GTM container, delivered as a prioritised findings report with a walkthrough call.
Any container that has been running for over 12 months without a formal review, or one you inherited and don't fully trust.
- 6-12 hours across one web container
- Covers tags, triggers, variables, performance, and consent compliance
- Up to 100 tags in scope
- PDF report plus a walkthrough call included
Overview
How to know if you need a GTM Audit
- You inherited a container from a previous agency or employee and are not confident in what it actually does.
- Tags appear to fire correctly but you have never verified this systematically across all consent states.
- Your site has slowed down and you suspect tag load is a contributing factor.
- Multiple teams or agencies have added tags over time with no consistent naming or governance.
- You have made GDPR compliance changes but have not confirmed whether tags still fire before consent is given.
What the GTM Audit covers
- Programmatic export analysis of the full container JSON: every tag, trigger, and variable.
- Naming convention review and identification of elements that do not follow any consistent pattern.
- Performance impact per tag: which tags contribute most to page load.
- Broken references: variables that point to deleted elements, triggers that fire no tags, orphaned sequences.
- Unused elements: tags, triggers, and variables that are paused or never fired.
- Consent compliance: which tags lack consent checks and which consent signals are incorrectly configured.
GTM Audit outcomes
- A prioritised findings report with a specific fix for every issue identified, not just a list of problems.
- A tag inventory spreadsheet showing the status and purpose of every element in the container.
- A walkthrough call to go through the findings together so nothing gets lost in the documentation.
GTM Audit scope and hours
- 6-12 hours across one web container.
- Up to 100 tags in scope. Larger containers are scoped separately.
- Read-only access to the GTM container is required.
- Delivery is typically within 1-2 weeks after access is granted.
What makes our GTM Audit different
- We analyse the container programmatically from the exported JSON, not by clicking through the GTM interface tag by tag.
- Every element is assessed, not just the obvious issues at the top of the container.
- Every finding includes a specific remediation step. You don't receive a list of problems without a path to fixing them.
- You don't pay for learning time. We know what to look for in a GTM container and where the common failure points are.
More GTM services
View all Google Tag Manager servicesWant to try before you commit?
- Looking to try out Beluacode but not sure about it? You can always ask us for a free audit.
- Free, no strings attached. We deliver the results and wish you a great day.
- You will not be forced to talk to us, no call needed to release the results :)
How we deliver Google Tag Manager Audit.
A structured process built around your stack, your team, and your data.
Access and export
We request read access to your container and perform a full programmatic export of the container JSON, giving us a stable snapshot to work from.
Element inventory
Every tag, trigger, and variable is catalogued with its firing conditions, current status, and purpose, including any that appear orphaned or redundant.
Custom code review
All custom HTML and JavaScript is reviewed for edge cases, redundant logic, and anything that could break in production.
Performance and consent check
We measure each tag's contribution to page load and verify that consent signals are respected correctly across all GTM elements.
Report and walkthrough
Findings are documented in a prioritised PDF report. We walk through every issue with your team on a call so nothing gets lost in translation.
Frequently Asked Questions
What access do you need to run the audit?
What if the container has more than 100 tags?
Do you fix the issues found, or just report them?
Will the audit check consent compliance?
How is this different from the free GTM audit?
Pairs well with
Custom Data Layer Design
Data layer architecture and specification for scalable, platform-agnostic tracking with developer-ready documentation.
Custom GTM Template Development
Purpose-built GTM custom templates for your specific tags, pixels, or tracking logic. Sandboxed, reusable, and deployable without custom HTML tags.
GTM Training & Documentation Package
Structured GTM training for your team: container fundamentals, your specific implementation, custom HTML and JavaScript basics, and a documentation package tailored to your setup.
Real engagements. Real results.
A selection of projects where we delivered this service — what the challenge was, what we built, and what changed.
Rebuilt a 300-tag GTM container for a travel e-commerce brand
Inherited a container built over 4 years by 6 different agencies. Reduced active tags from 312 to 87, fixed 23 broken triggers, and cut average tag-related page load time by 340 ms.
Discovered 14 pre-consent data leaks during a retail GDPR review
Network interception revealed the GTM container was firing Meta Pixel and LinkedIn Insight Tag 800 ms before the consent banner loaded. Fixed with Consent Mode Advanced and trigger sequencing.
Automated GTM quality checks for a media group's 5 containers
Built a CI pipeline that exports each container on every workspace publish and flags naming violations, duplicate tags, and broken variable references before anyone clicks Submit.
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