Ecommerce tracking audit | 121 checks in 9 areas

You pay for ads. But are your conversions measured correctly?

An order that does not make it into the reports, a conversion counted twice or a value sent incorrectly can affect your marketing decisions.

The Klarmi audit checks 121 points across 9 essential areas of ecommerce tracking. You get a PDF report by email with the issues found and clear technical recommendations for the developer, referenced to the official Google, Meta and TikTok documentation. This way, you know what needs to be fixed so you can analyze and optimize your campaigns based on more accurate data.

Order the audit →

121 technical checks. Issues found and recommendations for fixing them, in a single report.

What the audit analyzes

From cookie consent to the reporting of every order.

The cookie banner and visitor consent

We check whether the tags respect the visitor's choices: before the choice is made, after accepting or rejecting, and for each purpose. You find out which settings need fixing.

Consent Mode v2 and Google Tag Manager

We analyze how consent is sent to Google, when the tags start and whether the same events are sent more than once.

Google Analytics 4 and Google Ads

We check the path from viewing the product to placing the order: events, values, currency, products, conversions and the information about ad clicks.

Meta and TikTok

We inspect the events sent through the pixels and, where it exists, through the server. We look for missing conversions, wrong values and duplicate reporting that can affect campaign analysis.

Customer data protection

We check whether personal data is sent appropriately and whether the information used to match conversions has the required format.

Mobile tracking and technical checks

We check how click information is kept, product identification, sending through the server, cookie configuration and possible security issues.

See all 121 checks

All 121 checks, grouped into 9 areas

Each point covers a setting or a behavior that matters for measuring conversions. The report shows which issues are found and what needs to be fixed.

COOKIE CONSENT TO GOOGLE (12)

The consent state is set before measurement starts
All four Google consent signals are configured
The initial no-consent state is configured for Romania
Tags correctly handle the period before the visitor makes a choice
Cookie acceptance is sent to Google immediately
The visitor's rejection is respected by the Google tags
The visitor's choice is kept when the page changes
Preferences for each category reach Google correctly
The consent state matches in the banner and in the Google signals
The advanced Consent Mode v2 setup is checked
The behavior of ad clicks without consent is checked
Consent signals are also sent correctly to GA4

GOOGLE TAG MANAGER (7)

The GTM container is present on the required pages
Page data is available before GTM loads
There is a single dataLayer, with no accidental overwrites
Consent is taken into account from the first GTM trigger
Each tag follows the right consent conditions
The consent state uses the standard GTM mechanism
Google tags do not fire twice

GOOGLE ANALYTICS 4 (26)

Ecommerce events use the standard GA4 names
Data from one event does not carry over by mistake to the next
Product lists send the products shown (view_item_list)
A click on a product in a list is recorded (select_item)
The product page sends the correct product (view_item)
Adding to cart sends the product data (add_to_cart)
Removing from cart sends the value and currency (remove_from_cart)
Viewing the cart uses the correct event (view_cart)
Starting checkout sends the cart contents (begin_checkout)
The shipping choice is recorded (add_shipping_info)
The payment choice is recorded (add_payment_info)
A completed order sends the required data (purchase)
The currency is correct for every ecommerce event
Products have correct codes, names and numeric values
The order value matches the cart contents
The order ID is unique and sent only once
The discount coupon is sent in the right GA4 field
Store search sends the search term (search)
The customer ID is sent in the dedicated GA4 field (user_id)
The visitor is correctly recognized when moving between domains
Customer data uses the dedicated sending mechanism
Old Universal Analytics tags are no longer active
Debug mode is not active for regular traffic
The purchase event includes the relevant store data
The distinction between new and returning customers is sent
The store name is correctly associated with the products (affiliation)

GOOGLE ADS (17)

The Google Ads tag is present on the required pages
The ad click identifier is kept
The click identifier is also kept across domains
The purchase conversion is sent after the order is confirmed
The order number is included in the conversion data
The customer's email is sent correctly in the conversion
Customer data follows the format required by Google Ads
The accepted terms for customer data are checked
Remarketing is enabled only with the required consent
Remarketing events include the product viewed
The product code matches the one in the Google feed
The conversion includes the products in the order
The conversion is not sent before the order is completed
An order is counted as a conversion only once
Secondary conversions are kept separate from main purchases
Information about new customers is sent to Google Ads
Reporting of customer value over time (LTV) is checked

META (FACEBOOK AND INSTAGRAM) (19)

The Meta Pixel is activated after the visitor's consent
The Meta Pixel stays off without consent
Events are sent to the correct Meta Pixel
A product view includes the product identifier
Adding to cart sends the product and the quantity
Starting checkout sends the products and the value
The payment step is recorded in Meta
A completed order is sent with the correct value
The product type uses the format Meta expects
Product codes match the Meta catalog
Each Meta event has a unique identifier
The browser and the server use the same ID for the same event
Meta cookies are enabled only after consent
The Meta ad click identifier is kept
Data used for customer matching has the correct format
Store searches are sent to Meta
Meta automatic events do not create unwanted reporting
The same action is not counted twice in Meta
Events sent to Meta through the server are validated

TIKTOK (18)

The TikTok Pixel does not start without the visitor's consent
The consent mechanism is respected by TikTok
The TikTok Pixel is activated after acceptance
A product view sends the correct identifier
Adding to cart sends the required product data
The checkout start event appears only at checkout
The payment step is recorded in TikTok
A completed order uses the current TikTok event
The conversion value is numeric and includes the correct currency
Product codes match the TikTok catalog
Each TikTok event has an identifier for deduplication
A visit does not trigger duplicate page views
Events use the standard TikTok names
Store searches are sent to TikTok
Customer matching data is correct and on time
The TikTok ad click identifier is kept
Events sent to TikTok through the server are validated
The TikTok Pixel loads in the right position on the page

COOKIE BANNER (12)

Non-essential trackers do not start before the visitor makes a choice
Rejecting stops the trackers that require consent
Rejecting is as easy to select as accepting
Optional categories are not pre-checked
The reject option is visible and easy to use
The banner explains the purposes cookies are used for
Consent is given through an explicit action, not assumed
The visitor can easily withdraw consent
The visitor can choose each purpose separately
Trackers start only for the accepted purposes
The store can also be used without accepting optional cookies
Non-essential cookies are not justified by legitimate interest

PERSONAL DATA (5)

Google Analytics does not receive personal data that is not allowed
Remarketing does not receive personal data that is not allowed
Contact data sent to Meta is hashed correctly
Contact data sent to TikTok is hashed correctly
dataLayer does not expose unnecessary information about customers

TECHNICAL CHECKS (5)

Sending events through the server is correctly identified
Security settings do not block the necessary tracking
Cookie limitations in Safari are identified and explained
The tag container does not expose secret keys or tokens
Product codes match those in the catalog

How the audit works

You send the store's address

You enter the online store's address and the email where you want to receive the report.

The audit simulates a customer's journey

The Klarmi audit checks the store's important pages, on desktop and on mobile, and analyzes the data sent at different stages of the purchase and depending on the cookie consent.

You get a report that is also useful for the developer

The PDF report shows you the issues found, why they matter and what needs to be fixed. You can pass it on to your developer or agency, along with the technical implementation recommendations.