Sample Tracking Audit Report – NovaBrew Co.

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Tracking Infrastructure Analysis

Technology	Status	Details & Findings
1. Google Tag Manager	Pass	Container detected: GTM-I1NS2I3 Active Firing on all pages including checkout and category pages No duplicate container scripts found
2. Google Analytics 4	Warning	Measurement ID found: G-4GH56TWR7 Active Enhanced Measurement enabled, but scroll tracking and file downloads are disabled Incomplete Cross-domain tracking not configured — sessions break between novabrewco.com and checkout.novabrewco.com Recommendation: Enable full Enhanced Measurement settings and configure cross-domain tracking for the checkout subdomain.
3. Google Ads Conversion	Warning	Conversion tag found: AW-8834521906/xKp2CmNb8YAD Active Auto-tagging is disabled in Google Ads account — GCLID data missing from 34% of sessions Issue Only 1 of 3 conversion actions (Purchase) is tracking; Add to Cart and Checkout Started are unmeasured Recommendation: Enable auto-tagging in Google Ads settings and add conversion tags for micro-conversion events.
4. Consent Mode v2	Fail	Consent Mode v2 is not implemented. Google's EU user consent policy requires it from March 2024 Critical Default consent state is not set before GTM fires — tags run before user consent is captured Missing signals: ad_storage, analytics_storage, ad_user_data, ad_personalization Recommendation: Integrate Consent Mode v2 via your CMP (e.g. Cookiebot, Usercentrics) before any GTM tags fire. This is required for EU audiences.
5. Meta Pixel & Conversions API	Pass	Meta Pixel detected: 482917650341 — firing PageView and Purchase events Active Conversions API (CAPI) is active — server-side Purchase events confirmed via Event Match Quality score: 7.4 / 10 Pixel and CAPI deduplication via event_id parameter is correctly implemented
6. LinkedIn Insight Tag	Warning	Insight Tag detected: Partner ID 4892371 Active Conversion events are not configured — the tag fires but no conversion actions are mapped in Campaign Manager Incomplete Audience segments (Retargeting) cannot be built without conversion data Recommendation: Set up conversion actions (Purchase, Lead) in LinkedIn Campaign Manager and map them to your GTM tag.
7. GDPR Cookie Consent	Pass	Cookie banner detected — Cookiebot implementation confirmed Active Decline button is equally visible to Accept — no dark pattern design detected Consent preferences are stored and respected on page reload
8. Server-Side Tracking	Fail	No server-side GTM container detected. All tracking runs client-side only Missing Estimated 22–38% of conversion events are blocked by ad blockers and browser privacy restrictions (ITP) First-party cookie lifetime is capped at 7 days due to Safari ITP — attribution windows are severely shortened Recommendation: Implement server-side GTM on a first-party subdomain (e.g. collect.novabrewco.com) to recover lost conversion data and extend cookie lifetimes.
9. Enhanced Conversions	Warning	Enhanced Conversions for Web is enabled in Google Ads Enabled Hashed customer data (email) is not being passed with the conversion tag — match rate is 0% Issue Without hashed data, up to 15% additional conversions remain unattributed in privacy-restricted environments Recommendation: Pass hashed SHA-256 email addresses via the enhanced_conversions dataLayer object on the order confirmation page.
10. DataLayer Implementation	Pass	dataLayer initialized correctly before GTM snippet Correct E-commerce events detected: view_item, add_to_cart, purchase firing on relevant pages Product data includes item_id, item_name, price, and quantity — schema is complete

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Immediate Actions Required

Consent Mode v2 — Critical: Tags are firing without user consent being set first. This violates Google's EU User Consent Policy and risks ad serving restrictions for EU audiences.

Server-Side Tracking — Critical: You are losing an estimated 22–38% of conversion events to ad blockers. Every untracked purchase makes your campaign bidding less accurate.

Google Ads Auto-Tagging — High: Auto-tagging is disabled. GCLID parameters are missing from a third of sessions, causing significant attribution gaps in Google Ads reporting.

Enhanced Conversions — High: Hashed email data is not being sent with conversion events. Enabling this alone can recover 10–15% of unattributed conversions in privacy-restricted browsers.

GA4 Cross-Domain Tracking — Medium: Sessions are broken between the main site and checkout subdomain. This inflates session counts and distorts the checkout funnel in GA4.

LinkedIn Conversions — Medium: Insight Tag is installed but no conversion actions are mapped. LinkedIn campaign performance cannot be measured or optimised.

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Strategic Growth Opportunities

Server-Side Tracking Implementation

Deploy a server-side GTM container on collect.novabrewco.com to bypass ad blockers and iOS ITP restrictions. This restores 22–38% of lost conversion data and extends first-party cookie lifetimes from 7 days to 400 days — critical for accurate multi-touch attribution in e-commerce.

Consent Mode v2 + Enhanced Conversions Stack

Combining a properly configured Consent Mode v2 implementation with Enhanced Conversions (hashed email) creates a compliant, high-fidelity measurement stack. Google's modelling fills in the gaps for users who decline consent — recovering estimated attribution for up to 40% of non-consented sessions.

Full Funnel Conversion Architecture

Extend Google Ads conversion tracking beyond Purchase to include Checkout Started and Add to Cart micro-conversions. This gives Smart Bidding more signal data to optimise against, typically reducing CPA by 15–25% over 4–6 weeks of learning.

LinkedIn Retargeting Activation

With the Insight Tag already installed, configuring conversion actions and audience segments in LinkedIn Campaign Manager requires less than 2 hours of work — but unlocks the full B2B and D2C retargeting capabilities for NovaBrew's gifting and subscription audiences.

Tracking Audit Report