Tracking Audit

Tracking refers to the collection of user interactions on websites or in apps – for example page views, clicks, scroll behavior, form entries, or conversions. To better understand what happens on your site and what actually works, different tools are used (e.g. Google Analytics 4, Google Tag Manager, Piwik).

You should consider a tracking audit if you work with data and want to ensure your numbers are truly accurate.

It’s especially relevant for:

• Companies running performance marketing campaigns: Whether Google Ads, Meta, or LinkedIn – without clean tracking, you lack the foundation to objectively evaluate your campaign setup and manage budgets efficiently.
• E-commerce teams: If key data such as orders or product clicks isn’t tracked correctly, you miss crucial insights – directly impacting ROAS and usability.
• Marketing & content teams: Want to know which pages really perform, which content drives conversions, or where users leave your website? For that, you need clean data.
• Companies planning a relaunch or system migration: When preparing for a website relaunch or switching to a new CMS or analytics tool, a tracking audit is the perfect opportunity to detect setup errors early on.

• Maximum efficiency: A tracking audit gives you a solid data foundation you can rely on in daily business. This ensures your budget is invested where it truly makes an impact.
• Legal compliance: We check whether your setup meets GDPR requirements and sensitive data is processed correctly. This minimizes legal risks and builds trust in your brand.
• Better collaboration: When everyone works with the same clean data, teamwork becomes much smoother. You save time and avoid unnecessary feedback loops.
• A stable foundation for growth: A clean tracking setup gives you the freedom to test, scale, and automate. This way, you can sustainably evolve your marketing strategy without starting from scratch every time.

Step 1: We ask questions

Before giving you specific recommendations, we want to understand where you’re headed and what truly matters to you.

• What’s the domain you’d like us to analyze? Should we include or exclude subdomains?
• How do you measure the success of your website (e.g. KPIs, benchmarks, or timeframes)?
• Which tracking and analytics tools are you currently using, and what events or conversions have you set up?
• Which platforms or channels are connected – for example Google Ads, Meta, LinkedIn, or your CRM?
• Do you want us to also review GDPR and consent compliance?
• Are you planning any major changes soon, such as a website relaunch or system migration?
• Have you noticed any issues or irregularities in your current reports?

Step 2: We define the project scope

We openly discuss the project scope, priorities, and budget. This creates clarity and ensures we can work with a clear focus.

Step 3: We assess the current status

We begin the tracking audit by focusing on the following areas:

1. Initial assessment
2. Tagging & implementation
3. Data structure & consistency
4. GDPR & consent compliance
5. Data flow & forwarding
6. Server-side tracking (optional)

Step 4: We analyze the results

You’ll receive a structured audit report with:

• a clear overview of all identified issues and optimization opportunities,
• prioritized recommendations (from quick wins to strategic measures),
• a roadmap for implementing the recommendations efficiently.

Step 5: We address open questions

Once the audit is finished, we’ll go through the results with you, answer any questions, and decide which actions to tackle right away and which to schedule for the long term.

There are several options for the next steps:

• You implement the audit recommendations yourself. Keep in mind, however, that without professional support, costly and additional issues can arise quickly.
• We oversee the implementation process. This can include:
  • Creating tickets for the developers
  • Adjusting tags
  • GDPR-compliant consent setup
  • Answering questions that come up during implementation
  • Reviewing and approving completed items
• We implement a new tracking setup according to best practices.

The required budget depends on the scope of your project and is negotiated separately.