Tracking audit.
A complete tracking audit: consent, tags, Tag Manager, server-side and conversions, all the way to consistency with your numbers. It ends with a prioritization and remediation roadmap.
- Consent bannerIn progress
- Consent ModeIn progress
- Tags and cookiesIn progress
- Tag ManagerIn progress
- Server-sideIn progress
- ConversionsIn progress
- Data consistencyIn progress
- Offline conversions and CRMIn progress
What we review in your measurement.
8 topics reviewed, from the account to measurement. For each one, what we check.
Consent banner
What actually fires, before and after the visitor's choice.
- Choices offered and clarity
- Tags fired before consent
- Refusal actually respected
Consent Mode
The signals sent to Google.
- Version and parameters sent
- Default behavior before the choice
- Conversion modeling
Tags and cookies
Everything the site sets and sends.
- Google Analytics, Google Ads, Meta, TikTok, LinkedIn...
- Duplicate or orphan tags
- Cookies set and their lifetime
Tag Manager
How the container is organized.
- Triggers and variables
- Unused tags
- Naming and readability for your teams
Server-side
The collection server, if there is one.
- Collection subdomain
- Tags routed through the server
- Deduplication with the browser
Conversions
What each tool counts as a conversion.
- Conversions set up in each tool
- Value, currency and order ID
- Duplicate and missing conversions
Data consistency
The gap between tools, and its causes.
- Platforms, analytics tool and back office
- Impact of consent and ad blockers
- Attribution windows
Offline conversions and CRM
What happens after the form or the order.
- Sending qualified leads and sales back to the platforms
- Matching between the CRM and the ad platforms
- Upload delays and frequency
When to run an audit?
An audit helps you make a decision: fix, restructure or invest more. These situations come up often.
Acquisition cost is drifting
Results are getting worse with no visible change in the campaigns, and no one can say why.
The numbers no longer match
The platform, the analytics tool and the back office no longer tell the same story.
A team or agency is changing
A shared assessment before taking over campaign management, rather than assumptions.
The site or consent banner is changing
A redesign, or a change of platform or consent tool, often breaks measurement without anyone noticing.
From first look to roadmap.
A single audit in three stages, ending with an action plan shared with your teams.
First look
What can be seen from the outside, to focus the audit and request the right access.
Analysis
With your access, every point in the scope is reviewed.
Debrief
Actions ranked by priority, then presented and discussed with your teams.
Let's talk about your campaigns.
A few details are enough to get started. Your request goes straight to the JAAB team.
Prefer to write? partners@jaab.co
An audit by the people who run campaigns.
JAAB audits are carried out by the team that manages more than €20 million in campaigns across ten ad platforms, from Google and Meta to TikTok, LinkedIn and ChatGPT. Our recommendations are based on what we apply ourselves.
JAAB works with more than fifty international clients, with a 97% recommendation rate. The agency was founded in 2023 by two former Google and Twitter employees and now has a team of seven.
We prefer to manage for margin rather than for the ROAS reported by the platform: an audit also looks at what the campaigns really bring in.
Tracking audit, in practice.
01What does a tracking audit include?
An analysis of the measurement chain, from consent to the conversions reported in the ad platforms: banner, tags, cookies, Tag Manager, server-side, conversions and consistency with your numbers. It ends with a presentation deck, a prioritization and remediation roadmap, and a presentation to your teams.
02What do you look at before getting access to your tools?
A great deal, from the site itself: the consent banner and how it behaves, the tags and cookies set, Consent Mode signals and whether a collection server is in place. This first look focuses the audit before access is requested.
03What access do I need to give for the audit?
It depends on the topics: Google Tag Manager, Google Analytics, the ad accounts and, for offline conversions, the relevant CRM export or access.
04Why don't the platforms and the back office show the same numbers?
Because each tool counts in its own way: refused consent, ad blockers, attribution windows, conversions counted twice or never reported. The audit measures the gap and identifies its causes.
05Does the audit cover server-side tracking?
Yes. The audit checks whether it exists, what goes through it and how it is deduplicated with browser tags.
06Can tracking be audited along with the ad platforms?
Yes, and it is often useful: tracking feeds every ad platform. A full audit can cover all your platforms and tracking.