A tracking audit, in writing. No theatre.

What it is

Timeline

1. Day 1

   Kickoff call. Read-only access provisioned.

2. Days 2 to 5

   Inventory and analysis. No client time required.

3. Days 6 to 9

   Findings drafted. Internal review.

4. Day 10

   Report delivered. Walk-through scheduled.

5. Day 12

   90-minute walk-through. Engagement closes.

Frequently asked

What does a tracking audit actually cover?

Every tag in GTM, GA4, and your ad platforms; firing conditions, parameters, and dependencies; the consent banner classification against AU and EU norms; cross-platform reconciliation against the CRM; iOS 14.5 attribution loss quantified per platform; and a prioritised fix list with severity (P0 to P3) and effort estimate per fix.

How long does a tracking audit take?

Two weeks of elapsed time. Day one is kickoff and read-only access provisioning. Days two to nine are inventory and analysis on our end with no client time required. Day ten the report is delivered. Day twelve is the 90-minute walk-through. After that the engagement closes.

What access do you need to run an audit?

Read-only access to GTM (web and server containers if both exist), GA4, Meta Ads Manager and the linked Business Suite, Google Ads, your CRM, and your consent management platform. We provide a one-page access checklist after kickoff. We do not need write access at any point.

How much of the recovered attributable revenue can a tracking audit alone deliver?

The audit itself does not change anything in your stack, so it does not directly recover revenue. What it does is quantify where the revenue is leaking and which fixes have the highest return-per-engineering-day. Most clients see meaningful recovery (8 to 18 percent of attributable revenue) once the prioritised fixes are implemented, either by us in the Attribution Fix engagement or by their in-house team.

Why is the audit read-only, and what can you see without write access?

Read-only means we can see your configuration and cannot change it. Every platform has a tier for exactly this: Read on the GTM container, Viewer on GA4, read-only on Google Ads, view-performance access on the Meta ad account, a view-only user in the CRM. At those levels we cannot publish a container version, edit a conversion action, change an audience, or pause a campaign, which shortens the conversation with your IT people or with an agency that is nervous about outsiders. Everything the audit needs is visible there: tag configuration, triggers, event parameters, consent categories, platform diagnostics. To confirm what actually fires, we watch the requests leave your live site in a browser, so we never need edit rights to test anything. You revoke access on day twelve.

How many hours of our team's time does the audit take?

Under four hours of scheduled time across the two weeks, and almost none of it engineering. Day one is a kickoff call of about an hour, plus roughly an hour for whoever holds admin to provision read-only access. Days two to nine need nothing scheduled from you at all. We may send one or two questions by email to settle business definitions rather than technical ones: which CRM status counts as a booked job, whether a repeat purchase counts as a new conversion, which campaigns are meant to be paused. Those need someone who knows the business, not a developer, and they can be answered whenever it suits. Day twelve is the 90-minute walk-through. The engineering time turns up later, in the fixes, which is precisely what the report estimates.

What if the audit finds nothing serious?

Then the report says so in writing, and you have an answer worth having. A clean result looks like this: platform counts reconcile to the CRM inside a few percent, Event Match Quality sits above 7, consent is categorised so marketing tags actually fire, and deduplication is holding. If that is what we find, we say the measurement is sound and the constraint is somewhere else, usually the offer, the funnel, or what happens after the lead arrives. We will not invent a project to justify the engagement. Two-thirds of audit clients take the report and do the work themselves or with their existing team, which only works as a business if the report is honest in both directions. You are paying for the answer, not for a list of problems.

Can our existing agency or developer implement the fix list, or do we have to use you?

Anyone competent can implement it. Each finding names the exact object (container, tag, trigger, conversion action), what is wrong with it, what the corrected configuration should be, the effort in engineering days, and how to verify the fix worked. There is no proprietary tool, no code we hold, and nothing that needs us in the room. Hand it to your agency, your in-house developer, or a contractor. One thing to expect: if your current agency built what we are describing, there will be pushback. The report is written to be checkable for that reason. Every finding points at evidence, such as the request payload, the parameter that is missing, or the reconciliation figures, rather than at our opinion.

What do P0 to P3 actually mean?

P0 means the number you are spending against is wrong today: a conversion event firing twice, a bid strategy optimising to a phone-number click rather than a booked job, consent blocking marketing tags so a share of conversions never reports at all. Fix in days. P1 is material distortion that is not actively misdirecting spend, such as missing first-party parameters dragging match quality down, or no offline import so CRM outcomes never get back to the platform. P2 is accuracy and hygiene: stale tags, duplicate GA4 events inflating engagement, inconsistent naming. P3 is worth doing when someone has a spare afternoon. Inside each band we order by attributable revenue affected divided by engineering days, so cheap high-impact fixes sit at the top.

Do you need access to our customer data?

No customer records leave your systems, and the audit does not need them. Reconciliation runs on counts and identifiers, not people: orders or bookings per day, leads by status, and order or lead IDs where we are testing whether deduplication works. The platform diagnostics do not hand identifiers back anyway. Meta's match quality view reports a score and how often each parameter was present, not the people behind it, and that is all we take from it. If your privacy officer would rather we never touch the CRM directly, send an aggregate export and we will work from that. It costs the audit a little precision on lead-level reconciliation and nothing else. The mutual NDA is signed before we look at anything, and access is revoked when the engagement closes.

Do you sign an NDA?

Yes. Mutual NDA is standard. We sign before the audit call if you'd prefer to share specifics on the call.

What happens after the engagement ends?

You get a written playbook your team can run, and a quarterly check-in for six months at no extra cost. If you would rather we keep running the account, ongoing management is quoted separately: a fixed fee for the agreed scope, never a percentage of your ad spend.

Do you do the media buying?

Yes, inside engagements where we also own the measurement underneath. The same senior operators who rebuild your measurement run the day-to-day media against it (Google, Meta, the lot). We won't run media on broken data, and we won't hand the buying to a generalist agency that can't see contribution margin. After the engagement closes, the in-house team operates the documented playbook.

Can we just do the diagnostic without committing further?

Yes. The Tracking Audit is a standalone engagement. About a third of clients run that first, then decide whether to take on the larger work.

Are you based in Australia?

Yes. Sydney HQ with a Brisbane office in Hamilton. Our clients are Australian operators turning over $2M to $20M a year.

How is the engagement billed?

Fixed-scope, billed in two or three instalments depending on the engagement length. First on engagement start, the rest against delivery milestones. We do not invoice retainers and we do not lock you into a multi-year commitment.