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Fair

Audit#sample·Apr 24, 2026, 7:00 PM·Ecommerce

Tracking fires before consent — you may have a compliance risk

https://demo-shop.example.com

Consent Mode v2 implementation: Consent Mode v2 default state is not set in GTM.

UTM parameter retention: UTM parameters are stripped on 3 internal navigation paths.

Missing ecommerce parameters: Purchase events are missing the 'coupon' and 'shipping' parameters in 41% of transactions.

2Critical

4Warning

3Pass

across 9 checks2 need fixing this week

Fix Plan

6 issues · prioritised by impact

This weekThis month

Critical issues causing data loss or compliance risk right now

Consent Mode v2 implementation⚡ Quick win-18 pts

Consent Mode v2 default state is not set in GTM. Tags that process personal data (GA4 Configuration, Google Ads) have no consent requirements configured. Tags may fire before the user accepts or declines cookies.

Owner: GTM Specialist→ Add a Consent Initialization trigger in GTM. Add gtag('consent', 'default', {...}) before all other tags fire. Add gtag('consent', 'update', {...}) on the CMP accept/decline callback. Set consent requirements on GA4 and Ads tags.

UTM parameter retention🛠 Needs dev-15 pts

UTM parameters are stripped on 3 internal navigation paths. Visitors arriving via paid campaigns lose attribution when navigating to product pages or the cart.

Owner: Developer→ Audit all internal link components for UTM preservation. Use GA4 session-based attribution (which is the default) and confirm it is not being overridden. Add the UTM parameters to your internal link builder or use GTM to persist them in sessionStorage.

Category breakdown

Where the audit found the most Pass/Warning/Fail signals.

Consent0 pass · 0 warn · 1 fail

Event Data0 pass · 2 warn · 0 fail

GTM1 pass · 0 warn · 0 fail

Attribution0 pass · 1 warn · 1 fail

Website1 pass · 1 warn · 0 fail

Biggest risk area: Consent · Strongest: Website

Limitations of this audit

Things that constrained what the engine could verify in this run.

GTM JSON not provided — container analysis is partial (based on crawl detection only for some checks).
GA4 event CSV not provided — event quality checks are based on crawl signals only.
User Acquisition CSV not provided — paid channel attribution checks are unavailable.