Get a clear understanding of, whether your tracking is working
Data may look accurate in a report but still provide you with an incorrect basis for prioritizing your marketing efforts. In a tracking audit, we review whether your tracking measures the actions that guide your marketing efforts. You’ll receive a plan for what needs to be corrected.
A fired roof isn't the same as data you can trust
Tracking can be set up in many ways. Some methods are more accurate than others. Setups can count conversions twice, trigger them for the wrong actions, or fail to forward them. Consent must also be handled correctly. The problem isn’t always visible in the reports. A tracking audit examines the quality of tracking on the site, whether consent and compliance are handled correctly, and whether the data can be used to inform the decisions you actually make.
What is a tracking audit?
A tracking audit is a systematic review of your existing tracking setup. We start with consent and the structure of the setup. We then evaluate the tools you use against best practices for each platform.
We track data all the way to GA4, Piwik PRO, Matomo, or another analytics tool and verify that it’s being recorded correctly. The result is a prioritized action plan that outlines what you should address immediately, what can wait, and whether a developer or specialist needs to be involved.
What do you get in a tracking audit?
Data and Attribution
GTM and tracking scripts
Consent and Tracking Compliance
Platforms and integrations
Is a tracking audit The right next step?
An audit is most beneficial when you’re already tracking data and using it to manage your marketing efforts, budgets, or reporting. It’s also relevant if you’ve just relaunched your website, changed your purchase flow, or are migrating your tracking to a new setup. If you don’t yet have a setup that can be evaluated, you’ll likely need a new implementation. We’ll clarify this from the start so you don’t pay for a process that doesn’t fit your situation.
What our customers say
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
CMO
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
Growth Marketing Manager
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
Head of Marketing
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
Marketing Manager
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
Head of Digital Media and Lead Generation
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
CMO
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
Strategic project manager
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
eCommerce Manager
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
eCommerce manager
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
Online Manager
”InboundCPH did an audit of our Google Ads and Meta Ads accounts. It was a good process from start to finish. They were thorough in their research before conducting their audit, which resulted in their recommendations being relevant. The results were presented in a structured way and with a dialog-based approach. We were very satisfied.”
Digital Manager
Frequently Asked Questions About Tracking Audits
Who benefits from a tracking audit?
A tracking audit is relevant for companies that track inquiries, purchases, or other key actions and actively use that data in their marketing efforts. This is especially true when advertising, websites, and other systems need to be integrated.
What specifically do you look at in a tracking audit?
We tailor the scope to your setup. Among other things, we can review Google Analytics, Google Tag Manager, conversion tracking, and consent settings.
How do you conduct tracking tests and quality assurance?
We select the most important data flows and conduct a tracking test on them in a real-world setting. Our tracking QA team assesses whether the actions you’re tracking are being recorded correctly and reaching the systems that need the data.
Do you also review tracking compliance?
We will review whether your setup complies with the consent requirements and which version of Consent Mode you are using. We will highlight technical issues that need to be addressed. A legal assessment of the GDPR and the legal basis for processing should be handled by your legal counsel.
How are the results of the audit delivered?
We compile the results into a report with clear recommendations, priorities, and next steps. We always review the audit with you during a meeting so that you understand what the findings mean and what needs to be done next.
How much does a tracking audit cost?
It depends on your setup, systems, and the scope of what needs to be validated. Please briefly describe your situation in the form. We’ll then get back to you with a proposal for a defined process.
