Why a container needs auditing
Every tag in a container runs on your visitors' browsers. Duplicate conversion tags inflate results, tags with no consent settings can fire before a visitor has chosen, and unused items make the container harder to hand over or debug.
An audit does not need to be a big project. Working through the same short list each quarter catches most problems before they cost you money.
The audit checklist
- Each conversion fires once per real conversion: no duplicate tags and no purchase tag on an All Pages trigger.
- Purchase events send both currency and value, so revenue and ROAS reports are accurate.
- Conversion events carry a unique ID (such as event_id or transaction_id) so a page refresh does not count twice.
- Marketing tags respect consent, including the four Consent Mode v2 signals: ad_storage, analytics_storage, ad_user_data and ad_personalization.
- No unused tags, triggers or variables, and no paused tags left behind.
- Event and dataLayer names are consistent. GA4 treats snake_case and camelCase as different events.
- Large Custom HTML tags are reviewed for performance and security.
How to audit by hand
Open the workspace and list your tags by type. Then open Preview mode, complete a test purchase and note which tags fire on each event. Anything that fires twice, or on a page where it should not, goes on your fix list.
Check each tag's triggers, its consent settings under Advanced Settings, and whether every variable it uses still exists. Export the container if you want a copy to search through.
Run it automatically with Dr.GTM
Dr.GTM signs in with read-only access, reads your container and returns a score with an itemised report: duplicate conversions, missing consent signals, missing currency or value, unused items, paused tags, naming problems and more. You get one free audit each day, and nothing in your container changes.