Service 01 · White label tracking audits
Know what you're walking into before you scope the work.
I review the client's full measurement setup across GA4, Google Tag Manager, advertising platforms, attribution, consent, ecommerce, and lead tracking. Your agency receives a clear, unbranded report showing what is working, what is broken, why it matters, and what should be fixed first.
Account-level audit
A deeper review of the systems behind the numbers.
The complimentary website review looks at what is visible from the outside. The full audit goes inside the accounts to evaluate how the implementation is configured, how data moves between platforms, and whether the reporting can be trusted.
The scope is adjusted to the client environment, but typically includes the areas below.
Scope
What the audit covers.
GA4 configuration
Property and data stream configuration, measurement IDs, internal traffic filters, unwanted referrals, data retention, cross-domain measurement, channel attribution, and key event settings.
Events and conversions
Event naming, parameters, key event definitions, duplicate events, missing funnel activity, lead tracking, purchase tracking, and conversion consistency across platforms.
Google Tag Manager
Container structure, tags, triggers, variables, sequencing, consent dependencies, duplicate implementations, unpublished changes, legacy tags, and general maintainability.
Data layer and ecommerce tracking
Data layer structure, ecommerce payloads, product and transaction parameters, transaction IDs, revenue values, currency, and checkout funnel activity.
Google Ads
Conversion actions, primary and secondary goals, conversion values, attribution settings, conversion linker behavior, Enhanced Conversions, duplicate tracking, and GA4-imported conversions.
Meta tracking
Meta Pixel and Conversions API implementation, browser and server event parity, event IDs, deduplication, event match quality, customer information parameters, and purchase values.
Additional advertising platforms
LinkedIn, Microsoft Advertising, TikTok, DV360, or other platform tracking included in the agreed scope.
Consent and privacy
Consent Mode v2, CMP behavior, tag blocking, consent updates, regional rules, Global Privacy Control, and the effect of consent on analytics and advertising tags.
Attribution
UTM parameters, Google click IDs, Meta click IDs, redirects, subdomains, third-party booking or checkout platforms, referral exclusions, and cross-domain tracking.
Forms, calls, and CRM handoff
Form submissions, phone calls, lead source capture, hidden fields, CRM handoff, lifecycle stages, offline conversions, and lead-to-revenue measurement where applicable.
Reporting and reconciliation
GA4, advertising platform, ecommerce, CRM, and reporting discrepancies. I identify which differences are expected and which point to an implementation problem.
Implementation plan
Every finding is prioritized based on severity, business impact, effort, and dependency so your team knows what should happen first.
What your agency receives
More than a list of broken tags.
Executive summary
A plain-language overview of the major risks, reporting gaps, and opportunities your client or account team needs to understand.
Detailed findings
Each issue includes the affected platform, evidence, business impact, recommended solution, and priority level.
Prioritized implementation plan
A working list your agency can use to assign tasks, scope development, create a proposal, or manage the remediation internally.
Unbranded documentation
The report and implementation plan can be delivered without Atem Analytics branding so your agency can present them directly to the client.
Audit walkthrough
I can walk your internal team through the findings or join the client call as part of your agency.
Scope and pricing
Clear scope before the work begins.
- Price
- Audits start at $2,200 fixed. Final pricing depends on the number of websites, properties, advertising platforms, ecommerce systems, consent platforms, and third-party tools included in the review.
- Turnaround
- Typically 10 business days after the required access and background information have been provided.
- Access required
- Read or analyst access to the platforms in scope — GA4, GTM, Google Ads, Meta, the CMP, ecommerce platform, CRM, call tracking, and reporting tools. Administrative access is generally not required for the audit itself.
- Deliverables
- Unbranded audit report, prioritized implementation plan, and supporting documentation.
- Walkthrough
- One 45-minute audit review with your agency team or client stakeholders.
- Implementation
- Your internal team can complete the recommendations, or I can scope and handle the remediation through a separate project or support block.
Common use cases
Use it before the measurement problem becomes an account problem.
New client onboarding
Understand the environment your agency inherited before taking responsibility for the reporting.
New business and pitches
Identify meaningful measurement issues that strengthen your recommendations and give the prospect a reason to trust your technical capabilities.
Reporting discrepancies
Determine why GA4, advertising platforms, ecommerce systems, and the CRM are reporting different results.
Website redesigns and migrations
Document the existing setup and define the measurement requirements before the new site launches.
Consent implementations
Understand what changed after a CMP or Consent Mode implementation and whether tracking is behaving as intended.
Paid media performance issues
Determine whether conversion tracking, values, attribution, consent, or platform configuration is affecting optimization.
Internal quality assurance
Give your agency a specialist review before presenting the implementation to the client.
Before the pitch
Bring evidence into the conversation.
Most agencies walk into a pitch talking about strategy, creative, and channel management. A tracking review gives your team something more concrete. It shows the prospect where measurement may be failing and how those issues affect advertising, attribution, and reporting.
The goal is not to overwhelm them with technical findings. It is to show that your agency understands the systems behind performance.
- 01Start with an external review. Send the prospect's website for a complimentary review of publicly visible tracking and consent behavior.
- 02Use the findings in the conversation. Written so your team can explain the issue without turning the pitch into a technical presentation.
- 03Include the full audit in onboarding. Once the client signs, the account-level audit establishes the real scope and priorities.
- 04Build the remediation plan. The findings become the foundation for the first phase of analytics, development, consent, or paid media work.
Frequently asked questions
What agencies ask about the audit.
Is this different from the complimentary tracking review?
Yes. The complimentary review only evaluates what is publicly visible through the website and browser. The paid audit includes account access and a deeper review of platform settings, event configuration, conversions, attribution, data quality, and reporting.
Does the audit include implementation?
No. The audit identifies the problems and defines the recommended fixes. Implementation can be quoted separately or completed through an existing agency support block.
Can the report use our agency branding?
The report is delivered unbranded. Your agency can add its own branding before sharing it with the client.
Can you present the findings to our client?
Yes. I can join the walkthrough as part of your agency or prepare your team to present the findings directly.
What happens if the scope changes during the audit?
If additional websites, properties, platforms, or technical systems are discovered, I'll flag them before expanding the scope or cost.
Start here
Not sure how deep the problem goes?
Start with a complimentary external tracking review. I'll look at what is visible from the website and let you know whether the issue appears isolated or whether a full account-level audit is justified.