Tracking audit
Know what your tracking really measures.
We check your entire measurement, from cookie banner to CRM, and tell you in black and white what is right, what is wrong and what to fix first. So you can make decisions on numbers you can trust again.
Tanguy De Keyzer Founder & digital strategist Last updated: 6 October 2026
Trusted by growing brands
Sound familiar?
I don't know whether the conversions in Google Ads are real leads.
GA4, Google Ads and Meta each show different numbers.
Our tracking was once set up by someone who is no longer here.
We doubt whether our cookie banner and Consent Mode v2 work correctly.
How we help
A tracking audit gives you a complete picture of your measurement, with every error backed by evidence, the impact on your campaigns explained and a priority list you can carry out yourself or with us.
Why Customer Impact
Why our approach is different.
We test, we don't just read settings
We submit real forms, clicks and purchases in preview mode and follow them through GTM, GA4 and every ad platform.
Impact first
Every finding gets an estimate of its impact on your data and campaigns, so you know what is urgent and what can wait.
From cookie banner to CRM
We don't only look at GA4, but at the whole chain: consent, data layer, conversions in every platform and the click ID in your CRM.
Independent advice
You get a report that stands on its own. You decide whether to handle it internally, with your current partner or with us.
About Customer Impact
The missing piece of your growth puzzle.
Customer Impact is a digital marketing agency founded by Tanguy De Keyzer. For more than 10 years we have been building the growth engine of startups, scale-ups and established companies.
We audit tracking through the eyes of an agency that runs campaigns itself: not every deviation matters equally, but a conversion that steers on noise costs you money every day.
What we stand for:
- Efficiency over volume: the right levers, not more noise
- Every euro measurable, from lead to revenue
- Marketing and sales aligned around the same goals
- Strategy and execution, under one roof
What we do
Know what your tracking really measures.
End-to-end tests
We go through your most important conversions as a real visitor and follow them through GTM, GA4 and every platform.
Consent check
We check whether tags respect the visitor's choice and whether Consent Mode v2 passes on the right signals.
Conversions in every platform
Google Ads, Meta, LinkedIn and TikTok: which conversions drive bidding, and are they right?
Numbers side by side
We compare GA4, your ad platforms and your CRM and explain the differences.
Report with priorities
Every finding with evidence, impact and a concrete fix, ranked by what comes first.
Review session
We go through the report together, with your team or your current partner.
Our process
How a tracking audit runs, in 4 steps.
Intake and access
We discuss your goals, channels and sales process and get read access to GA4, GTM, your ad accounts and, where needed, your CRM.
Technical check
We check your container, data layer, consent and conversions, and test every important conversion end to end.
Analysis and report
We put the numbers from GA4, Google Ads, Meta and your CRM side by side and bundle the findings in a report.
Review and plan
We go through the report together and put the fixes in order of impact.
Always all-in
What we check.
Consent and privacy
- ✓ How your cookie banner works per category
- ✓ Consent Mode v2 signals and default state
- ✓ Tags that fire without consent
Google Tag Manager and data layer
- ✓ Container structure and naming
- ✓ Duplicate or outdated tags
- ✓ Data layer events and form tracking
- ✓ Server-side container, if you have one
GA4
- ✓ Events and key events
- ✓ Filters for internal traffic and spam
- ✓ Channel grouping and UTM use
- ✓ Cross-domain and data retention
Ad platforms
- ✓ Primary and secondary conversions in Google Ads
- ✓ Enhanced conversions
- ✓ Meta Pixel and Conversions API, deduplication
- ✓ LinkedIn and TikTok, if you use them
CRM and offline
- ✓ Click ID stored with the lead
- ✓ Offline conversion import
- ✓ Phone calls and call tracking
What you get
- ✓ Report with all findings and evidence
- ✓ Impact per error on data and campaigns
- ✓ Priority list and review session
Why a tracking audit?
Tracking ages silently. A new cookie banner, a form plugin update, a redirect that drops the query string or an old conversion action still set to primary: nobody gets an error message, but from that moment your ad platforms learn from wrong data. A tracking audit makes those errors visible before they cost you more budget.
What we check
We follow the whole chain, in the order in which data flows:
- Consent. Do your tags respect the visitor’s choice, and does Consent Mode pass the right signals to Google?
- Google Tag Manager and data layer. Is the container clear, do tags fire on the right event, and are there duplicate or outdated tags?
- GA4. Are the events and key events right, are internal traffic and spam filtered, and does every visit end up in the right channel?
- Ad platforms. Which conversions drive bidding in Google Ads, do enhanced conversions work, and do Meta Pixel and Conversions API deduplicate correctly?
- CRM. Is the click ID stored with the lead, so qualified leads and deals can go back to your ad platforms?
How we test
We don’t just read settings. We submit real forms, click phone numbers and follow them in Google Tag Manager preview mode and Tag Assistant, in GA4 DebugView and in each platform’s test tools. Then we put the numbers from GA4, Google Ads, Meta and your CRM side by side and explain the differences. Why those numbers are never exactly the same is explained in Google Ads vs GA4 conversions.
Want a first look on your own beforehand? Our free cookie scanner shows what your site sets before anyone clicks the banner. If Google Analytics shows no data at all, start with why GA4 says no data received from your website yet.
What you get
A report with every finding, the evidence (a screenshot, a test submission, a number), the impact on your data and campaigns and a concrete fix. Everything ranked by priority, so you know what has to happen this week and what can wait. We go through the report together, with your team or your current partner.
And after that?
You decide. You can carry out the plan internally, pass it to your current partner or let us fix the tracking as your tracking specialist. If you then want dashboards that back your decisions, that runs through our Reporting & data service.
You can see how such an audit works out in practice at Tryve, where the audit exposed noise in the conversions and a gclid that disappeared in a redirect, and at Suivo and Kaizo.
Pricing is on request. Contact us and within 24 hours you’ll hear what an audit involves for your situation.
Related knowledge
In almost every audit we find at least one conversion that steers bidding without being a real lead. That is no disgrace, but it is money going the wrong way every day.
Tanguy De Keyzer Founder of Customer Impact and digital strategist What clients say about us
No empty promises. This is what clients say about working with Customer Impact.
“I have been working with Customer Impact for a while now and it has been a breath of fresh air from the very start. The team complements itself perfectly, so you always have someone with very extensive knowledge of specific aspects of marketing, ranging from ads to web design and strategy. The hands-on approach means you can always get started right away, and the feedback is always clear and honest. No nonsense, just facts.”
AAxel D.S.
Verified review via Google
“Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.”
JJanitor Waterschoot
Verified review via Google
“They do not just execute, they also think along strategically. Real B2B specialists. Recommended!”
JJack Daly
Verified review via Google
“Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.”
TTandarts.nl
Verified review via Google
“Smooth communication, proactive thinking and everything neatly followed up.”
CClaire Farrell
Verified review via Google
“Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️”
JJovana Vakic
Verified review via Google
What to expect
When do you see what?
Day 1
Intake
Goals, channels and access.
Week 1
Checks and tests
Technical check and end-to-end tests of your most important conversions.
Week 2
Report and review
You receive the report and we go through the priorities together.
After that
Implementation, if you want
You carry out the plan yourself or let us fix the tracking.
In all honesty
Who is this not for?
- You want a completely new measurement setup without knowing what goes wrong today: choose our tracking setup right away.
- You cannot give (read) access to your GA4, GTM or ad accounts.
- You only want an automated scan without human analysis.
Contact us
Tell us where you stand.
Briefly tell us what it is about. You get a personal reply from Tanguy or someone from the team, not a call centre.
Frequently asked questions
What is a tracking audit? ＋
A tracking audit is a check of your entire measurement: cookie banner and Consent Mode v2, Google Tag Manager and the data layer, GA4, the conversions in your ad platforms and the link with your CRM. You get a report with what is right, what is wrong and what to fix first.
How much does a tracking audit cost? ＋
Pricing is on request. The effort depends on the number of websites and domains, the number of ad platforms, whether you use a server-side container, how many conversions we need to test end to end and whether your CRM and offline conversions are in scope. After the intake you get a fixed proposal.
What access do you need? ＋
Read access to GA4, Google Tag Manager and your ad accounts is usually enough. For the CRM connection we ask to look at the relevant fields. We change nothing during the audit.
How long does a tracking audit take? ＋
You usually have the report within two weeks of the intake, depending on the scope and how quickly access is arranged.
Do you also fix the errors? ＋
If you want, yes. The report stands on its own, so you can also carry it out internally or with your current partner. If you choose us, we fix the tracking through our tracking specialist service.
Can't I just follow a checklist myself? ＋
You can, and our conversion tracking audit checklist helps you get started. An audit by a specialist also tests the real behaviour end to end and puts the numbers of all your platforms side by side, which is hard to do with a checklist alone.
Results that make the difference.
All results
Tryve
B2B work managementConversion tracking cleaned up from GA4 to Google Ads, so every channel gets its real leads back.
Suivo
Fleet & workforce techLead tracking restored in GA4, Google Ads, Meta and LinkedIn after a silent form break.
Kaizo
B2B SaaSMeasurement rebuilt around one conversion, the booked demo, from website to HubSpot.