Marketing Tag Audit: How to Find and Fix Broken Tracking on Your Website

A broken Google Ads conversion tag doesn't show up in your search console. A misfiring Meta Pixel doesn't send you an alert. You just gradually notice your ROAS dropping, your audiences shrinking, or your attribution going dark — often weeks after the break.

Marketing tags break for many reasons: site migrations, A/B test tool conflicts, CSP (Content Security Policy) blocking, incorrect template changes, or developer errors. Regular audits catch these before they become expensive.

Browser extensions like Tag Assistant (Google) and Meta Pixel Helper show you what fires on each page and flag errors. Chrome DevTools Network tab lets you see the raw requests.

GTM Preview Mode (if you use Google Tag Manager) shows every tag that fired on a page and in what order. This is the most comprehensive audit method for GTM-managed tags.

Document every tag that should fire on your site, which pages it should fire on, and what events it should track. Store this in a spreadsheet or tag management system. This becomes your baseline for future audits — you can quickly spot when something goes missing.

Test all tags after every major site update, migration, or developer release. Make tag testing part of your QA checklist, not a quarterly afterthought.