What should a tracking audit template include?
A tracking audit template should list each place attribution can break, how to test it and what a pass looks like. For a startup that means seven checks: GA4, Google Tag Manager, ad pixels, Consent Mode v2, redirects, form UTM and click ID capture, and server-side tracking. Run it before launches and on a regular schedule.
- Copy the checklist below into a sheet.
- Test each check on your live site.
- Mark pass, warn or fail.
- Fix fails first, starting with forms.
- Re-run on a schedule.
The audit follows the chain in order: the tag fires, consent is respected, redirects keep the tags, the form keeps the source, the lead record stores it, and revenue can be reported by channel.
An attribution audit is a structured check that your site records where each visitor and lead came from, end to end.
The attribution audit checklist template
Copy this table into Google Sheets or Notion. Add columns for the date, the result and the owner.
| # | Check | How to test | Pass looks like |
|---|---|---|---|
| 1 | GA4 installed | Tag Assistant or GA4 Realtime on key pages | page_view fires on every page, including landing pages |
| 2 | Google Tag Manager | GTM preview mode | Container loads once, tags fire as expected |
| 3 | Ad pixels | Meta Pixel Helper, LinkedIn and TikTok helpers | Pixels for the platforms you advertise on fire, after consent |
| 4 | Consent Mode v2 | Decline, then accept, the banner | No tracking before consent, tags fire after |
| 5 | Redirects | Open http, non-www and old URLs with ?utm_source=test | Tags survive to the final URL |
| 6 | Form UTM and click ID capture | Tagged URL, click a page, submit | Lead record shows source, campaign and gclid |
| 7 | Server-side tracking | Check where tags send data | If you run a tagging server, events arrive and match |
Scoring idea, mirroring the free tool: pass earns full points, warn earns half, fail earns none.
How to run each check
Checks 1 to 3: the tags. Use free browser helpers. Visit your homepage, a landing page and the thank-you page. Note any page where a tag doesn't fire.
Check 4: consent. In a private window, decline cookies and confirm no analytics or ad cookies appear. Accept, and confirm they do. Fines aside, a banner that blocks tags forever quietly empties your reports.
Check 5: redirects. The silent killer. Test every variant of your domain with a UTM attached.
Check 6: forms. The one that decides whether your CRM is useful. How to check if your UTM parameters are working has the step-by-step form test.
Check 7: server-side. Optional for most startups. If you run one, the server-side tracking audit has six focused checks.
After the manual run, if forms fail, you can wire hidden fields yourself or pre-register for Trakt and have the source captured on every form automatically.
How often to audit
| Moment | Why |
|---|---|
| Before any launch or redesign | New pages and forms often ship without tracking |
| After changing CMS, builder or consent tool | These rewrite scripts and redirects |
| Monthly, as a quick pass | Catches silent breaks |
| When a channel's leads drop suddenly | It's often tracking, not demand |
For the wider process, including what to do with the results, see the marketing attribution audit.
Why checklist audits break in practice (and how Trakt helps)
Checklists depend on someone running them. Between audits, a form gets rebuilt and the source vanishes for weeks.
How Trakt closes the gap
Trakt captures UTMs on every form automatically, injecting the hidden fields, so check 6 stays green between audits. The leads-by-source overview makes a broken channel obvious, and new leads alert you by email and Slack. Trakt keeps the first touch, links visits across devices, and syncs source and revenue into your CRM.
Checklist alone vs. with Trakt, by requirement
| Requirement | Checklist alone | With Trakt |
|---|---|---|
| Form capture between audits | Breaks silently | Automatic on every form |
| Spotting a dead channel | Next audit | Leads-by-source overview |
| Seven-check scan | Manual | Free audit tool |
| Redirect and consent hygiene | Same either way | Same either way |
FAQ
What is a tracking audit template?
It's a checklist of the places attribution can break, with how to test each and what a pass looks like. Teams copy it into a sheet, record results by date and assign fixes.
What should a startup check in an attribution audit?
GA4, Google Tag Manager, ad pixels, Consent Mode v2, redirects, form UTM and click ID capture, and server-side tracking if you use it. Forms matter most, because they decide whether leads keep their source.
How often should I audit my tracking?
Before every launch or redesign, after changing your CMS or consent tool, and as a quick monthly pass. Also audit whenever a channel's leads drop suddenly.
Is there a free tool that runs an attribution audit?
Yes. Trakt's free website attribution audit scans your site and scores the seven checks out of 100, with pass, warn and fail for each.
What is the most important check in a tracking audit?
Form capture. Tags can all fire correctly while every lead still arrives without a source. Test it by submitting a form from a tagged URL after visiting a second page.
What to do first
Copy the table into a sheet and run check 6 today. If your test lead arrives without a source, nothing else on the list matters yet. Then run the free audit for the other six.
