This is a free check of the measurement behind your marketing: Google Analytics 4, Google Tag Manager, and the conversion tags your ad platforms rely on. It is for UK businesses whose reports disagree with each other, or with the enquiries and orders that actually arrive.
Tracking faults rarely show up on their own. A form that counts every page view of the thank-you page, a payment provider that steals credit for your sales, a tag installed twice by two different people: each one quietly bends every decision made from the data, including how much an ad platform bids for your next click.
What I check
GA4
- Which actions are marked as key events, and whether each one means a real enquiry, call or sale rather than a page load.
- Whether a test enquiry I submit is recorded once, with the right source attached.
- Payment pages and booking tools that send visitors back to your site as a new visit, a self-referral that hands credit for the sale to the payment provider instead of the ad or search that brought the customer.
- Whether your own staff and agency visits are filtered out, and whether data retention is still on the short default.
Tag Manager and the tags on the page
- What is in your Google Tag Manager container, what fires on which trigger, and whether anyone still knows what each tag is for.
- Tags installed twice, typically once in the theme or a plugin and again through Tag Manager, which doubles page views and conversions.
- Leftover tags from old tools and agencies that still load on every page.
Ad platform conversions
- In Google Ads: which conversion actions are primary, whether the same sale is counted by both the Google tag and a GA4 import, and whether enhanced conversions are set up correctly.
- In Meta: whether the Pixel and the Conversions API send the same event with a shared ID, so it is counted once rather than twice.
Consent
Under PECR, tags that set non-essential cookies, advertising tags in particular, have to wait until a visitor agrees. I check what actually fires before anyone clicks your banner, what changes when they reject, and how consent mode is configured if you use it. This is a technical check of how your tags behave, not legal advice.
What you receive
My findings in plain English: which numbers you can rely on, which you cannot and why, and the order I would fix things in. Where something is set up well, I say so, so nobody gets paid to rebuild it. Whether you get them in writing or talked through on a call is agreed when you request the audit.
It is a diagnosis, not a rebuild. I do not change anything in your accounts or on your site, so you can hand the findings to your developer or agency, fix them yourself, or ask me for a quote.
How access works
You never send me a password. Each platform lets you invite a user with view-only rights: the Viewer role in GA4, Read permission on the Tag Manager container, read-only access in Google Ads, and the most limited partner access Meta Business Settings offers for your ad account and dataset. You can remove each one yourself once the audit is done. I send you the email address to invite when you request the audit.
Analytics and ad accounts can hold personal data, so before I look at them we agree in writing how that data is handled, as UK GDPR expects of anyone processing it on your behalf.
How to request it
- Fill in the form with your name, email address and website.
- In the message, list the platforms you use (GA4, Tag Manager, Google Ads, Meta, a CRM or call tracking) and what made you doubt the numbers.
- I reply with instructions for giving view-only access.
- I test the site and the accounts myself and send you my findings, on a timescale agreed when you request the audit.
Who it suits
It suits UK businesses with GA4 already installed, especially those spending on ads, about to change agency or redesign the site, or seeing a sudden jump or drop that nothing in the business explains. If you would like to try a quick test first, my guide to checking that your conversion tracking works needs no specialist tools.
It is not a review of your ad spend, keywords or targeting. If that is the real question, my Google Ads management work looks at the account as a whole, with tracking as its first step.
Who carries out the audit
I do. I am Sudeshna Thapa, an SEO and digital marketing consultant working on my own from London, so the person testing your tags is the person you would talk to about fixing them.