Tracking Audit & Fix

Includes

End-to-end audit of GA4, GTM, PostHog, and ad platform tracking to find duplicate events, missing conversions, broken triggers, and the discrepancies that make two dashboards disagree. Delivered as a prioritized report with the critical fixes implemented.

What's included

Collection layer

• GA4 audit covering events, conversions, custom dimensions, data streams, and internal traffic filters
• GTM container review for duplicate tags, broken triggers, orphaned variables, and tags still loading from campaigns that ended years ago
• Data layer review, including whether events survive route changes on single-page apps
• PostHog audit covering event taxonomy, autocapture noise, duplicate events, and the volume you pay for but never query
• Identity resolution across GA4 client IDs and PostHog distinct IDs, including misplaced identify calls and duplicate person records
• Cookie lifetime check under ITP, since client-side first-party cookies get capped at seven days on Safari and quietly break returning user data

Ad platforms and conversions

• Pixel and conversion API checks across Google Ads, Meta, LinkedIn, and TikTok
• Deduplication validation between browser and server events, covering event_id for Meta and transaction_id for GA4 purchases
• Conversion action hygiene inside the ad accounts, covering duplicate actions, primary and secondary settings, attribution windows, and count settings
• Offline conversion closed loop review, from gclid and wbraid capture on the form through to the import back into Google Ads
• Enhanced conversions setup and match rate

Compliance

• Consent mode verification that checks whether tags actually block before consent rather than just claiming to
• CMP configuration, regional gating, and data retention settings

Reporting and downstream

• Cross-platform reconciliation between GA4, PostHog, ad platforms, and your CRM, with a written explanation of each gap
• UTM taxonomy and auto-tagging conflicts, plus the size of your unassigned traffic bucket
• Cross-domain and subdomain tracking, including link decoration through redirects
• BigQuery export health and any warehouse or CDP connections moving events downstream
• Prioritized fix list, with critical issues fixed during the engagement and the rest documented for your team

Why it matters

Tracking quietly breaks all the time. A developer ships a change, a tag gets duplicated, a trigger stops firing, and nobody notices until a campaign has spent three weeks bidding on signals that aren't real. PostHog rots the same way. Someone renames an event, a second identify call goes out, autocapture keeps collecting, and a year later the funnel everyone reports on is wrong, and the bill has doubled. The fix is rarely dramatic. It's usually one duplicate conversion action, one missing event_id, one consent rule that never fired. Finding them takes someone who has seen the same failures a hundred times before.

An audit is a photograph, though. Two months later, a dev ships something, and it breaks again. If you want the numbers to stay right, pair this with ongoing monitoring so the next break gets caught by an alert instead of by a client asking why revenue looks off.