Google Analytics Audit Test #

104

Using a Tag Management System

Why It Matters:

Critical to ensuring that your analytics system is scalable and well maintained.

Industries:

All

Checks For:

Utility

How powerful is your current implementation?

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 whether the website is using a Tag Management System (TMS)—most commonly Google Tag Manager (GTM)—to manage analytics, marketing, and conversion tracking scripts. A TMS provides critical benefits, including:

  • Centralized control over all tags
  • Versioning and rollback support
  • Easier QA and debugging
  • Faster deployment of updates (without requiring developer involvement)
  • Cleaner implementation and reduced code duplication

Sites that hard-code tags directly into HTML templates often experience:

  • Tracking inconsistencies across environments
  • Duplicate or missing tags
  • Increased reliance on developers for every change
  • Slower troubleshooting and rollouts

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How to Conduct This Test

Basic Tests

  • Use browser developer tools or Google Tag Assistant to inspect the site:
    • Check for the presence of a GTM container (GTM-XXXXXX)
  • Confirm that analytics and marketing tags are loading through the TMS—not directly in the or via inline script
  • In Google Analytics > DebugView, look for consistent tag behavior and appropriate triggers
  • Use browser extensions like GTM/GA Debugger or WASP.inspector to identify tag sources and execution order
  • Check whether staging and production environments use separate Google Tag Manager containers or environments

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How To Fix

  • Implement a Tag Management System such as Google Tag Manager:
    • Add the Google Tag Manager container snippet across all site pages (in both and )
  • Move all tracking tags—including Google Analytics, Google Ads, Meta Pixel, LinkedIn Insight Tag, etc.—into Google Tag Manager
  • Use Google Tag Manager folders, naming conventions, and environments to keep your workspace organized and scalable
  • Establish a QA and publishing process (including preview mode testing and version control)
  • Document your Google Tag Manager structure and tag ownership across stakeholders
  • Consider using server-side tagging for advanced privacy and performance control, if applicable
  • Hire a pro to set up a clean, reliable tagging framework that supports growth and improves analytics accuracy.

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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