Google Analytics Audit Test #

62

Google Tag Manager on All Pages

Why It Matters:

Critical to understanding user attribution, site behavior, and basic reliability of your data.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Behavior

Can you tell what visitors are doing?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test checks that the Google Tag Manager (GTM) container is loading on every page of your site.

GTM is the foundation for managing Google Analytics tracking (and many other tags), so if GTM is missing on any pages—especially conversion pages—your analytics will be incomplete or inaccurate.

Check This Test for Free! Instantly.

Our free instant audit tool checks for 90 issues in 90 seconds.

Then gives you a prioritized list of items to tackle.

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • Use a crawler tool (like Screaming Frog or Sitebulb) to scan your site for the presence of the Google Tag Manager container snippet (GTM-XXXXXXX) in both the and sections.
  • Alternatively, manually check:
    • Homepage
    • Product pages
    • Checkout flow
    • Confirmation/thank-you pages
    • Blog and landing pages
    • Use the Google Tag Assistant Chrome extension to confirm Google Tag Manager is firing on each of these pages.
  • In Google Analytics or BigQuery, look for traffic or conversions that are underrepresented for certain page paths—this could signal missing Google Tag Manager.

Run our Instant Audit to detect missing Google Tag Manager coverage instantly.

Want to know for sure if Google Tag Manager is installed everywhere (and fix an issues)? Hire a pro.

How To Fix

  • Ensure the Google Tag Manager container snippet is placed in every template of your site—typically in the and immediately after the opening tag.
  • Check your CMS or theme files (e.g., in WordPress, Shopify, Webflow, etc.) and include Google Tag Manager in all layouts.
  • If your site has multiple subdomains or microsites, confirm Google Tag Manager is installed on all of them.
  • For SPAs (Single Page Applications), ensure Google Tag Manager remains initialized across route changes.
  • Hire a pro to audit and deploy Google Tag Manager correctly so your tracking is comprehensive and reliable.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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