GTM container audit
Project5 Demo GTM-W44B54PP
Account 6370292845 · Container 260639462 · Audited 2026-08-12
73/100C
2 conversion tags are not recording what they were built to record, 2 GA4 tags have no working destination for the data they send, 3 third-party tags fire before a visitor has agreed to anything, and 1 set of identically configured tags sends the same hit more than once. There is more below, and clearing it is a project rather than an afternoon.
8 tags · 2 triggers · 0 variables · 15 findings: 8 high, 7 medium, 0 low.
Category scores
| Category | Score | Grade | Findings | High | Med | Low |
|---|---|---|---|---|---|---|
| Conversion tracking | 44 | F | 4 | 4 | 0 | 0 |
| Consent posture | 46 | F | 7 | 3 | 4 | 0 |
| Zombie tags | 100 | A | 0 | 0 | 0 | 0 |
| Duplicates | 85 | B | 1 | 1 | 0 | 0 |
| Performance weight | 88 | B | 2 | 0 | 2 | 0 |
| Orphaned entities | 100 | A | 0 | 0 | 0 | 0 |
| Version hygiene | 100 | A | 0 | 0 | 0 | 0 |
| Naming hygiene | 93 | A | 1 | 0 | 1 | 0 |
What we would fix first
-
1
High2 GA4 tags with no working destination
Replace it with the real measurement ID from GA4 Admin → Data streams.
Conversion tracking: “GA4 - purchase” (tag 24), “GA4 Configuration” (tag 22)
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2
High1 conversion that is never recorded
Attach the trigger for the event that counts as the conversion, or delete the tag and stop reporting on it.
Conversion tracking: “Google Ads - Purchase Conversion” (tag 21)
-
3
High1 paused conversion tag
Unpause it if the campaign it measures is still running, or delete it and drop it from the reports that read it.
Conversion tracking: “Floodlight - Lead” (tag 25)
-
4
High3 third-party tags firing before consent
Declare the consent types each one needs, or gate it behind a consent trigger, and confirm the privacy notice lists them.
Consent posture: “LinkedIn Insight” (tag 27), “Meta Pixel - Base Code” (tag 26), “Untitled Tag 3” (tag 28)
-
5
High1 set of duplicate tags
Keep one tag and delete the rest before the duplicate hits distort reporting.
Duplicates: “LinkedIn Insight” (tag 27), “Untitled Tag 3” (tag 28)
Detail
Conversion tracking
44/100F22% of the total
3 conversion tags: 1 paused, 1 with no trigger, 0 pointing at deleted triggers. 2 active GA4 tags: 2 with no working destination.
- Conversion tags
- 3
- Paused
- 1
- Never fires
- 1
- Dangling trigger refs
- 0
- Ga4 tags
- 2
- Broken destinations
- 2
- Ga4 events without config
- 0
-
High
GA4 event tag "GA4 - purchase" still carries the placeholder measurement ID "G-XXXXXXX".
No property has that id, so nothing this tag sends is ever collected.
FixReplace it with the real measurement ID from GA4 Admin → Data streams.
-
High
Google tag "GA4 Configuration" still carries the placeholder tag ID "G-XXXXXXX".
No property has that id, so nothing this tag sends is ever collected.
FixReplace it with the real tag ID from GA4 Admin → Data streams.
-
High
Google Ads conversion tag "Google Ads - Purchase Conversion" has no firing trigger, so this conversion is never recorded.
It is not used as another tag's setup or teardown tag either, so nothing in the container can fire it.
FixAttach the trigger for the event that counts as the conversion, or delete the tag and stop reporting on it.
-
High
Floodlight counter tag "Floodlight - Lead" is paused, so this conversion is not being recorded.
A paused tag ships in no published version: the conversion stopped counting the moment it was paused, and every report built on it has been short since.
FixUnpause it if the campaign it measures is still running, or delete it and drop it from the reports that read it.
Consent posture
46/100F20% of the total
0 of 7 active tags declare consent settings; 3 third-party tags fire unconditionally. Review, not legal advice.
- Active tags
- 7
- Consent configured
- 0
- Consent not set
- 7
- Third party unconditional
- 3
-
High
Third-party tag "LinkedIn Insight" fires on every page with no consent conditions.
Type img. It runs before a visitor has agreed to anything.
FixDeclare the consent types each one needs, or gate it behind a consent trigger, and confirm the privacy notice lists them.
-
High
Third-party tag "Meta Pixel - Base Code" fires on every page with no consent conditions.
Type html, loading connect.facebook.net. It runs before a visitor has agreed to anything.
FixDeclare the consent types each one needs, or gate it behind a consent trigger, and confirm the privacy notice lists them.
-
High
Third-party tag "Untitled Tag 3" fires on every page with no consent conditions.
Type img. It runs before a visitor has agreed to anything.
FixDeclare the consent types each one needs, or gate it behind a consent trigger, and confirm the privacy notice lists them.
-
Medium
Tag "E2E Marker Tag" has no consent settings configured.
GTM reports its additional consent checks as NOT_SET, so nothing in the container records what this tag needs.
FixRecord the consent types it requires so the container documents its own obligations.
-
Medium
Tag "GA4 - purchase" has no consent settings configured.
GTM reports its additional consent checks as NOT_SET, so nothing in the container records what this tag needs.
FixRecord the consent types it requires so the container documents its own obligations.
-
Medium
Tag "GA4 Configuration" has no consent settings configured.
GTM reports its additional consent checks as NOT_SET, so nothing in the container records what this tag needs.
FixRecord the consent types it requires so the container documents its own obligations.
-
Medium
Tag "Google Ads - Purchase Conversion" has no consent settings configured.
GTM reports its additional consent checks as NOT_SET, so nothing in the container records what this tag needs.
FixRecord the consent types it requires so the container documents its own obligations.
Zombie tags
100/100A15% of the total
5 tags outside conversion tracking: 0 paused, 0 with no trigger, 0 pointing at deleted triggers.
- Tags
- 5
- Paused
- 0
- Never fires
- 0
- Dangling trigger refs
- 0
Nothing to fix here.
Duplicates
85/100B12% of the total
1 duplicate tag set and 0 duplicate trigger sets.
- Duplicate tag sets
- 1
- Duplicate tags
- 2
- Duplicate trigger sets
- 0
- Duplicate triggers
- 0
-
High
2 tags are configured identically: "LinkedIn Insight", "Untitled Tag 3".
They share a firing trigger, so the same hit is sent more than once — inflating conversions and event counts.
FixKeep one tag and delete the rest before the duplicate hits distort reporting.
Performance weight
88/100B11% of the total
7 active tags: 2 custom HTML (29%), 5 firing on every page.
- Active tags
- 7
- Custom html tags
- 2
- Custom html share
- 29
- Custom image tags
- 2
- All pages tags
- 5
- All pages share
- 71
-
Medium
Custom HTML tag "E2E Marker Tag" fires on every page.
FixRestrict it to the pages that need it, or replace it with the vendor template.
-
Medium
Custom HTML tag "Meta Pixel - Base Code" fires on every page and loads connect.facebook.net.
FixRestrict it to the pages that need it, or replace it with the vendor template.
Orphaned entities
100/100A8% of the total
0 of 2 triggers and 0 of 0 variables are referenced nowhere.
- Triggers
- 2
- Unused triggers
- 0
- Variables
- 0
- Unused variables
- 0
Nothing to fix here.
Version hygiene
100/100A7% of the total
Version 3 is live out of 3 versions in history, published 1 day ago; 0 unpublished workspace changes.
- Versions
- 3
- Live version id
- 3
- Live version name
- Demo seed 2026-08-11
- Workspace changes
- 0
- Days since last publish
- 1
Nothing to fix here.
Naming hygiene
93/100A5% of the total
10 named entities: 1 placeholder or leftover name, 0 entity types with mixed conventions.
- Entities
- 10
- Placeholder names
- 1
- Mixed convention kinds
- 0
-
Medium
Tag "Untitled Tag 3" was never renamed from the GTM default.
FixRename it to the container convention, or delete it if it is dead.