What a tag audit checks

The questions a tag audit answers, and the evidence that answers them.

A tag audit answers three questions: which tags run on a page, what each tag sends, and whether the page behaves the way you intended.

Start with an inventory. List the tags your tag manager should load, with their IDs. Compare that list with what a browser actually loads on each page. The gaps are the tags added outside the tag manager, and the tags that were removed but still run.

Next check the data. For each event you rely on in reports, confirm that the page sends it, with the parameters you need. An event that stops firing after a release is one of the most common causes of wrong reports.

Keep the evidence. A finding is useful when it names the page, the request and the time, so the person who fixes it can reproduce it. AorTag records these for every finding.