Measurement · Google Tag Manager
A Google Tag Manager audit for containers nobody fully owns anymore.
An independent senior review of your GTM container — tags, triggers, variables, duplication and consent — so you know what’s firing, what isn’t, and what’s quietly corrupting the numbers you report.
- Find tags firing twice, firing late, or not firing at all
- See what years of accumulated changes are actually doing
- Get a container you or anyone else can safely work in
Toronto consultancy since 2006 · Read-only — nothing is published to your container
Request a GTM audit
An independent senior review of your container. No cost, no obligation.
Best suited to organizations spending roughly $15,000+ per month on marketing.
Most containers aren’t badly built. They’re well built, then changed forty times by people who have since left.
Why containers drift
Sound familiar?
Nobody set out to build it this way. It accumulated.
The container has tags nobody can account for and nobody is willing to delete.
Several people and agencies have had access over the years, with no change log.
Conversions fire more than once and the count has quietly inflated.
Tags broke after a site change and nobody noticed for weeks.
Consent handling was added later, bolted onto logic that assumed it wasn’t there.
Publishing anything feels risky because nobody is sure what depends on what.
What the audit covers
Six areas reviewed. One prioritized document.
Reviewed personally by a senior consultant, against how your site actually behaves — not exported from a container scanning tool.
Container inventory
Every tag, trigger and variable accounted for, including what’s live, what’s paused, and what’s orphaned.
Tag & trigger logic
Whether tags fire where they should, once, and in an order that produces correct data.
Duplicate & conflicting events
Where the same action is counted more than once, and what that is doing to your conversion totals.
Consent handling
Whether consent state is respected correctly, and what that means for what you are allowed to collect.
Data layer quality
Whether the data layer gives tags what they need, or whether tags are compensating with fragile selectors.
Access & governance
Who has access, how changes are reviewed, and what should change so the container doesn’t drift again.
What changes
A container you can safely change.
You know what’s actually live
An accounted-for container means publishing stops being a risk somebody has to absorb.
Conversion counts stop inflating
Removing duplicate firing usually changes the reported numbers, which is the point of checking.
The next person inherits something documented
Access, logic and dependencies written down rather than carried in one person’s memory.
How it works
Four steps. About a week. No obligation at the end.
Request
Two minutes on the form. We confirm fit before anything else happens.
Read-only access
View access to Google Ads, and ideally GA4. Never edit rights. Revoke any time.
Senior review
About five business days, reviewed personally — not run through an automated audit score.
Findings walkthrough
A 30-minute session and a prioritized document. Act on it yourself, with your agency, or with us.
Selected engagements · anonymized by agreement
Measurement work we’re typically brought in to do.
“They quickly became an extension of our team during a critical period. We honestly wouldn’t have made it through without their support.”
— Senior Operations Executive, client engagement
Before you ask
The questions everyone asks first.
Start with the container
Find out what your container is really doing.
An independent senior review of your GTM container, with a prioritized view of what’s firing, what’s duplicated, and what to fix first.
Looking at measurement more broadly? See the full measurement assessment.
Toronto, since 2006 · info@qm360.ca · +1 (416) 880-5698
No cost · No obligation · Read-only access