A tracking audit you can hand over

An audit usually ends as a message: “purchase fires, add_to_cart doesn’t reach Meta, I think checkout is missing on TikTok.” The person who has to fix it reads it a day later, without the browser it was written in, and starts the walk again to see what was meant.

The walk itself is the part worth keeping. One pass through the shop, as a buyer, already holds everything: what the site pushed at each step, which platform received it, what value went out on the purchase. Tag Master 2.0.1 turns that pass into three things you can hand over.

The funnel of one walk

Open the Audit tab after the walk. The journey card draws the purchase funnel: product viewed, added to cart, cart viewed, checkout started, payment details, purchased. Each step is a bar — did the site push it on this walk — and under it a chip for each platform on the page that says whether that platform received the step. On the purchase the chip carries the value: GA4 99.5 EUR next to Meta Pixel no value is a finding before anyone writes it down.

Matching follows each platform’s own vocabulary. GA4, Meta, TikTok, Snap, Pinterest, Reddit and Microsoft UET are matched by their own event names. A Google Ads conversion has a label rather than an event name, so it is matched to the push it followed.

What counts as missing

The panel marks a step missing only where there is a real gap: a platform that sends the funnel and took other steps, or a platform that received both the step before and the step after. A Google Ads conversion set up to fire on the purchase alone is not missing on the product page — it was never meant to be there. That is the difference between a list of absences and a list of things to fix.

A step the site never pushed shows as not on this walk. That one is a question for the walk before it is a question for the site: the cart page may simply not have been visited.

A report for someone without the extension

The report row above the journey has four buttons: Copy report, Markdown, HTML and PDF. The PDF is the one for a client or a developer who will never open the panel. It is laid out for A4: the site and the date, the grade card, the funnel of the walk, the findings, the journey table and the checks that passed. A finding or a table row is never split across two pages, and the colours stay light on paper whatever theme the panel is in. Notes that need no action — “no GTM on this site, and none needed” — sit under Notes, apart from What to fix.

It opens as a page of its own with Chrome’s print dialog, and Save as PDF writes the file. Nothing is uploaded to make it.

From the walk to a GTM setup

Under the funnel, Build these steps in GTM takes the steps the walk pushed — with their ecommerce fields and items — and puts them in the Builder’s export, the same one Pick Event fills. The export writes a file GTM imports, and its import guide says what the file actually carries: the G- or AW- ID each tag sends to, read from the hits the page already sent, or a visible placeholder where there was nothing to read.

A shop that pushes its own dialect keeps it. A dl_add_to_cart push becomes a trigger on dl_add_to_cart and a GA4 tag that sends add_to_cart, which is what the dialects guide says the mapping should be.

A walk worth repeating

Do the same walk after the fix. The funnel either fills in or it does not, and the second PDF next to the first is the evidence a ticket needs. For the steps before the purchase — reading a single push — and for the purchase that arrives twice, the guides go one step deeper.

Questions

How do I audit ecommerce tracking on a live shop?

Walk it as a buyer would — a product page, add to cart, checkout, a test purchase — with the extension on, then open the Audit tab. Its journey card shows, step by step, whether the site pushed the step and which platforms received it, with the value each one sent on the purchase.

Why does the funnel not show numbers of visitors?

Because a test walk is one visitor. The bars say whether each step happened on this walk, not how many people reached it; the point is coverage — which platform heard about which step — not volume.

Can I export the audit as a PDF?

Yes. The report row has Copy report, Markdown, HTML and PDF. PDF lays the report out for A4, with the funnel figure, the findings, the journey table and the checks that passed, and opens Chrome’s print dialog, where Save as PDF writes the file. Nothing is sent anywhere.

Can the audit build the missing GTM tags?

“Build these steps in GTM” puts the steps the walk pushed, with their ecommerce fields and items, into the Builder’s export, which writes a file GTM imports. The import guide says which G- or AW- ID each tag sends to, or which placeholder still has to be replaced.

The rest of this group: From a dataLayer push to a GTM setup

• One click, three pushes: picking the right dataLayer event
• Turning captured dataLayer pushes into a GTM container you can import
• How a visual element picker works on a page that fights back

More in From a dataLayer push to a GTM setup