0Health Score

Sample report · fictional data Full report, fully unlocked

This is the report you get.

A complete assessment of alpenglow-outdoor.com — Web (GTM-DEMO123) — a fictional outdoor store with a container that looks a lot like most real ones. Everything below works exactly like your own report.

3 Critical7 Warnings5 Suggestions

Tangible impact

Container weight

≈ 41 KB

of removable weight

≈ 118 KB total container payload

Measured: 19 KB inline code
Estimated: ≈ 72 KB vendor libraries

Inline code measured directly from the container export; vendor library sizes estimated from published bundle sizes. Sample data for a fictional store.

Tracking integrity

Duplicate conversion tags
GA4 – Purchase, GA4 – Purchase (copy)
Conversion tags with no trigger
Ads – Newsletter Signup
Conversion tags firing on all pages
Ads – Purchase Conversion

These three patterns — duplicated, dead, and over-firing conversion tags — cause most of the reporting distortion found in real containers, and none of them produce a visible error anywhere.

Site type detected from the container itself: E-commerce — in your report you confirm or change this in one tap.

Segment coverage · separate from your health score

Get more from your e-commerce tracking.

Detected from the container’s own signals — purchase events, product data layer pushes, and ads conversion tags. In your report you can confirm or change this in one tap.

6 of 9 core e-commerce events tracked

Coverage 67%

Plus 2 of 6 recommended events.

Track add_payment_info and add_shipping_info

Recommended

Why it matters: Checkout is currently a black box between begin_checkout and purchase. Without these two events you can see that buyers drop out, but not at which step — which is exactly the information that makes checkout fixes cheap.
How to add it: Push both events from the checkout steps and add matching GA4 event tags. Your data layer already carries the item payload, so the tags are small additions.

Add view_cart

Recommended

Why it matters: Cart views are the strongest abandonment signal you’re not capturing — the audience of people who almost bought is invisible to both reporting and remarketing.
How to add it: Fire view_cart when the cart page or drawer opens, reusing the items array your add_to_cart push already builds.

Capture on-site search

Optional

Why it matters: Search terms are free demand research: they show what visitors want in their own words, and which searches return nothing.
How to add it: Push a search event with the query term on results pages and add a GA4 event tag for it.

Critical

3 findings

Conversion tracking

Duplicate GA4 purchase tags double-count every order

Critical

Why it matters: Two tags — “GA4 – Purchase” and “GA4 – Purchase (copy)” — fire on the same transaction trigger. Every order is recorded twice, so revenue and conversion counts in GA4 (and anything imported into Google Ads) are roughly doubled. Smart Bidding then optimises toward phantom revenue, and reported ROAS is fiction.
How to fix it: Keep one purchase tag and delete “GA4 – Purchase (copy)”. Run a test order in Preview mode and confirm exactly one purchase event fires. Then annotate the affected date range in your reporting so nobody trusts the doubled numbers retroactively.

Consent & privacy

Advertising tags fire before consent is given

Critical

Why it matters: The Google Ads and Meta tags carry no consent checks and fire on page load, before the banner is answered. In the EEA that is a GDPR exposure, and since Google began enforcing Consent Mode v2 for EEA traffic, unconsented ad signals degrade or stop working — you lose remarketing audiences and conversion modelling either way.
How to fix it: Enable GTM’s consent overview, require ad_storage for all advertising tags, and fire your consent platform from a Consent Initialization trigger so it always wins the race against tags. Verify in Preview that ad tags hold until consent is granted.

Conversion tracking

Google Ads conversion fires on every page

Critical

Why it matters: “Ads – Purchase Conversion” is attached to the All Pages trigger. Every pageview registers as a purchase conversion, so the conversion column in Google Ads is meaningless and any automated bidding trained on it is optimising for traffic, not sales.
How to fix it: Re-attach the tag to the order-confirmation trigger only, and add a page-path condition as a safety net. Then check the damage window in Google Ads and exclude or annotate it before trusting performance comparisons.

None of these three produce a visible error — they only show up in an audit. Most containers we see carry at least one of them.

Check yours — free

Warning

7 findings

Conversion tracking

Newsletter-signup conversion has no trigger

Warning

Why it matters: “Ads – Newsletter Signup” exists but is attached to nothing, so it has never fired. Signups are silently invisible to your campaigns — the kind of failure nobody notices because nothing errors; the number is just quietly zero.
How to fix it: Attach the tag to the signup-success event and confirm it fires once per signup in Preview mode.

Legacy cleanup

3 Universal Analytics tags still fire to a sunset property

Warning

Why it matters: UA stopped processing data in 2023–24. These tags add payload and execution time on every page and send data nowhere.
How to fix it: Pause the three UA tags now, delete them after one release cycle once nothing depends on them.

Maintainability

GA4 Measurement ID hardcoded in 7 tags

Warning

Why it matters: The same ID is typed by hand in seven places. One typo — or one property migration — and part of your data silently lands in the wrong property.
How to fix it: Create a single constant variable for the Measurement ID and reference it from every GA4 tag.

Performance

Custom HTML tag loads jQuery on every page

Warning

Why it matters: A ~31 KB library is loaded site-wide to power one scroll listener. That’s pure page-speed cost for functionality achievable in a few lines of plain JavaScript.
How to fix it: Rewrite the listener in vanilla JS inside the same tag and drop the jQuery import.

Consent & privacy

Consent banner loads as an ordinary pageview tag

Warning

Why it matters: Your consent platform fires on the standard All Pages trigger, so it races the tags it is supposed to gate. On fast connections it usually wins; on slow ones, tags can fire before the banner exists.
How to fix it: Move the consent platform tag to GTM’s dedicated Consent Initialization trigger, which is guaranteed to run first.

Container hygiene

11 triggers are attached to nothing

Warning

Why it matters: Orphaned triggers make every audit slower and invite mistakes — the next person may attach a tag to a stale trigger that looks right but isn’t.
How to fix it: Delete the 11 unused triggers in a new workspace, then check Preview mode before publishing. The report lists each one by name.

Change management

14 versions published without version notes

Warning

Why it matters: When tracking breaks, version notes are how you find which change did it. Without them, rollback is guesswork under pressure.
How to fix it: Adopt a one-line note per publish: what changed and why. It costs ten seconds and pays off on the worst day.

Suggestion

5 findings

Organization

63 items in a flat list — no folders

Suggestion

Why it matters: Everything lives at the top level, so related tags, triggers, and variables can’t be scanned as groups.
How to fix it: Create folders per platform (GA4, Ads, Meta, Utilities) and file items as you touch them — no big-bang cleanup needed.

Container hygiene

5 paused tags are over a year old

Suggestion

Why it matters: Long-paused tags are almost never revived; they just add weight to the export and noise to every audit.
How to fix it: Delete them. The container version history keeps them recoverable if you’re ever wrong.

Naming

Three naming conventions in one container

Suggestion

Why it matters: “GA4 – Purchase”, “ga4_add_to_cart”, and “New Tag 3” coexist. Inconsistent names slow every future change and hide duplicates — it’s partly how the duplicate purchase tag survived.
How to fix it: Pick one convention (e.g. Platform – Event) and rename as you touch items.

Maintainability

3 custom JavaScript variables duplicate built-ins

Suggestion

Why it matters: Custom click-handling variables re-implement what GTM’s built-in Click variables already provide, adding code to maintain for no benefit.
How to fix it: Enable the built-in Click variables and swap the references, then delete the custom ones.

Reliability

Transaction values have no data layer fallback

Suggestion

Why it matters: If the site ever pushes an undefined value, the purchase event fires with no revenue — a gap you’d only find weeks later in reports.
How to fix it: Add a default value guard in the value variable so malformed pushes are caught and visibly zeroed, not silently dropped.

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