Analytics Tracking & Cookie Consent Audits
Most companies have analytics, tag management, conversion tracking, and some type of consent platform in place. The bigger question is whether all of it is set up correctly.
Tracking issues and consent problems can lead to unreliable data, wasted ad spend, and added compliance risk. We help you identify what’s wrong, fix the gaps, and make sure your analytics and consent setup is working correctly.
Start With an Audit
We’ll test your setup and show you what’s working, what’s not, and what we recommend fixing.
Choose the level of review that fits your needs.
Tracking Audit
For companies that want to know if their marketing data is accurate.
We review things like:
- Google Analytics 4
- Google Tag Manager
- Form and lead tracking
- Google Ads conversions
- Meta, LinkedIn and other ad platforms
- Ecommerce tracking
- Duplicate or missing events
- Cross-domain tracking
- Reporting discrepancies
What you get: A clear report of what we found, what needs to be fixed, and which issues matter most.
Starting at $1,800
Consent Audit
For companies that want to know if their cookie consent and tracking setup are working together correctly.
We review things like:
- Your cookie consent platform
- Google Consent Mode
- Cookie behavior
- Opt-in and opt-out behavior
- Regional consent settings
- GA4 and advertising tags
- Tags firing before or after consent
- GTM consent settings
- Third-party tracking
What you get: A clear report showing where your consent implementation is working and where the technical setup needs attention.
Starting at $1,800
*This is a technical implementation review and is not legal advice.
Complete Tracking + Consent Audit
Not sure which audit you need?
We’ll review both.
This is our most complete audit and looks at the entire path from someone visiting your website to a conversion appearing in your analytics and advertising platforms.
Includes everything in the Tracking Audit and Consent Audit.
Starting at $3,250
Found Problems? We’ll Fix Them.
Implementation & Cleanup
Once the audit identifies what’s wrong, we can handle the technical work to correct it. From cleaning up your tracking setup to fixing consent and conversion issues, we’ll implement the recommended changes and test everything to make sure it works.
Starting at $1,500
You don’t have to take an audit report back to your development team and figure everything out yourself.
Steel Sparrow can implement the recommended fixes.
That may include:
- Cleaning up GA4
- Fixing GTM
- Correcting conversion tracking
- Rebuilding form tracking
- Fixing advertising tags
- Configuring Google Consent Mode
- Updating consent platform settings
- Fixing cross-domain tracking
- Testing and validating the new setup
We’ll provide a separate scope and price based on what needs to be fixed.
Fix My Tracking
Keep It Working
Consent requirements change, analytics tools get updated, and small technical changes can quietly affect how your business handles privacy. Steel Sparrow helps you keep everything working as it should with ongoing monitoring, practical fixes, and clear guidance when something needs attention.
Ongoing Tracking Support
Starting at $500/month
Websites change. Forms change. Tags get added. Campaigns launch. Platforms update.
Those changes can break tracking without anyone realizing it.
We can continue checking your setup, troubleshoot issues, and help keep your marketing data reliable.
Ask About Ongoing Support
Not Sure Where to Start?
You don’t need to know whether the problem is GA4, GTM, your cookie banner, Google Ads, or something else.
That’s what we’re here to figure out.
Tell us what you’re seeing and we’ll recommend the right place to start.
Talk to Steel Sparrow
Let’s Take a Look
Have a question about your tracking, analytics, or consent setup? Tell us what’s going on. We’ll help you figure out what needs a closer look and what the next step should be.
Frequently Asked Questions
What is included in a Tracking Audit?
A Tracking Audit reviews how your website collects and sends marketing data. We look at Google Analytics 4 (GA4), Google Tag Manager (GTM), conversion tracking, advertising tags and other parts of your tracking setup to make sure they are working correctly.
Does a Tracking Audit include GA4 and Google Tag Manager?
Yes. GA4 and Google Tag Manager are a core part of most Tracking Audits. We review how GTM is configured, what data it sends to GA4 and whether your events and conversions are being recorded correctly.
How do I know if GA4 and Google Tag Manager are set up correctly?
Seeing data in GA4 or seeing a tag fire in GTM does not necessarily mean the setup is correct. Duplicate events, missing conversions, incorrect triggers and other configuration issues can result in inaccurate reporting even when everything appears to be working.
How does a consent platform affect GA4 and Google Tag Manager?
Your consent platform can affect when GA4 and other marketing tags run and what information they can send. We look at how your consent platform, Google Tag Manager and Google Consent Mode work together to make sure your tracking responds correctly to a visitor’s consent choices.
Does a Tracking Audit include Google Consent Mode?
Yes. When a consent platform is part of your tracking setup, we can review how Google Consent Mode is configured and how those consent signals affect GA4, Google Ads and other Google tags.
Can a cookie consent platform cause GA4 traffic to drop?
Yes. Changes to a consent platform, Google Consent Mode or GTM can affect how much data reaches GA4. If your reported traffic drops after a consent change, it does not necessarily mean fewer people are visiting your website.
Can GA4 be collecting data and still be set up incorrectly?
Yes. GA4 can continue collecting data while missing conversions, counting events twice or receiving incorrect information. A Tracking Audit looks beyond whether GA4 is simply receiving data and checks whether the data being collected is reliable.
Can a GTM tag fire correctly but still not be tracked?
Yes. Seeing a tag fire in Google Tag Manager does not guarantee that GA4, Google Ads or another platform recorded the event correctly. We test the tracking beyond GTM to make sure the data reaches the platform where it is supposed to go.
Can a GTM tag fire correctly but still not be tracked?
Yes. Seeing a tag fire in Google Tag Manager does not guarantee that GA4, Google Ads or another platform recorded the event correctly. We test the tracking beyond GTM to make sure the data reaches the platform where it is supposed to go.
What's the difference between a Tracking Audit and a Consent Audit?
A Tracking Audit focuses on whether your analytics, tags and conversions are being tracked correctly.
A Consent Audit focuses on how your consent platform controls that tracking, including consent signals, cookie behavior and how tags respond when someone accepts or declines.
If you need both reviewed, we can audit the full setup together.
What tracking problems do you commonly look for?
We look for duplicate or missing events, incorrect GTM triggers, inaccurate conversions, broken form tracking, duplicate pageviews, cross-domain tracking problems, outdated tags and other issues that can affect the accuracy of your marketing data.
Understand How Your Website Is Tracking Visitors
Find out what your website is tracking, whether consent is working properly, and where your cookie compliance setup may need attention.