Sample E-commerce StoreGTM-SAMPLE
Audit completed successfully on Jul 12, 2026
At a glance
Executive Summary
This demo e-commerce container tracks the core purchase funnel with GA4 and Meta Pixel, but ships a deprecated Universal Analytics tag that has not collected data since July 2023, and several tags fire without consent checks — a compliance risk in GDPR markets. The issues below are ordered by revenue impact.
Key Strengths
- •GA4 purchase and add-to-cart events are wired to dedicated triggers
- •Conversion tracking covers both Google Ads and Meta
- +1 more in the full report
Critical Gaps & Risks
- •A deprecated Universal Analytics tag still fires on every page — dead weight that can double-count nothing
- •No consent mode configuration detected — ad platforms may drop EU conversions
Strategic Recommendations
+2 more action items in the full report
Score Breakdown
Quick Wins
Google Ads Conversion Linker missing
Cross-domain and URL-based conversions may be incorrectly attributed or missed entirely.
Unused variables detected
Unused variables increase container complexity and can cause confusion during maintenance.
Duplicate variables detected
Duplicate variables increase container size and maintenance burden, and can cause confusion about which variable to use.
Paused tags detected
Accumulated paused tags increase container complexity and can cause confusion during audits.
Top Findings
Consent Mode v2 not configured
ComplexNo Consent Mode v2 implementation detected. Without it, Google Ads conversion measurement will be impacted and GDPR compliance may be at risk.
Remediation steps (5)
- Choose the integration path: a CMP with a GTM template (Cookiebot, OneTrust, Usercentrics…) or a manual gtag consent implementation.
- Set a consent DEFAULT (typically all denied for EEA) in a tag firing on the "Consent Initialization - All Pages" trigger, before any other tag.
- Wire the CMP to push consent UPDATE on user choice.
- In each Google tag, review Advanced Settings → Consent Settings and declare required consent types (ad_storage, analytics_storage, ad_user_data, ad_personalization).
- Enable the consent overview in Admin → Container Settings → "Enable consent overview" to audit tag coverage.
Marketing tags firing without Consent Mode
Medium effortFound 2 marketing/advertising tag(s) with no Consent Mode v2 detected. These may fire and collect data without user consent: Facebook Pixel - Purchase, Google Ads - Conversion.
Remediation steps (3)
- Implement Consent Mode v2 first (see PV-001) — defaults via Consent Initialization, updates from the CMP.
- Open each flagged advertising tag → Advanced Settings → Consent Settings and require the relevant consent types (ad_storage, ad_user_data, ad_personalization).
- Alternatively gate the tags with consent-aware triggers (fire only after a consent-granted event from the CMP).
Google Ads Conversion Linker missing
Quick fixGoogle Ads Conversion Tracking tags are present but no Conversion Linker tag was found. The Conversion Linker is required to pass click IDs to conversion tags for accurate attribution.
Remediation steps (3)
- Create a Conversion Linker tag (Tags → New → Conversion Linker).
- Fire it on "All Pages" (or "Initialization - All Pages"), before conversion tags.
- If you run cross-domain funnels, enable "Enable linking across domains" and list the domains.
GA4 ecommerce funnel incomplete
ComplexEcommerce tracking exists, but 1 standard funnel step(s) are missing: begin_checkout. Funnel drop-off between the remaining steps cannot be measured.
Remediation steps (4)
- Define the dataLayer contract with the developers: push view_item, view_item_list, add_to_cart, begin_checkout, add_payment_info, purchase with the GA4 items[] schema (item_id, item_name, price, quantity) plus value/currency/transaction_id.
- Create Custom Event triggers for each event name.
- Create GA4 Event tags per event with "Send Ecommerce data" enabled (Data Layer source).
- Roll out in a staging environment first; ecommerce schema mistakes are expensive to clean.
Unused variables detected
Quick fixFound 4 variable(s) not used in any tag, trigger, or other variable.
Remediation steps (3)
- Confirm each variable is truly unreferenced (the engine already checked tags, triggers and other variables).
- Delete unused variables — version history keeps them recoverable.
- If a variable is staged for upcoming work, prefix it (e.g. "WIP -") and note the owner/date.
+3 more findings in the download