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Overview

Audit reports are like health checkups for your website tracking. They tell you what’s working, what’s broken, and what needs attention. Think of them as your tracking quality report card. Tag Insight Audit Report

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Reading your report

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The summary section

The summary gives you a quick snapshot - like checking your dashboard before a long drive.
At the top of every report, you’ll see:
  • Overall health score: A percentage showing how well your tracking is working
  • Issue counts: How many problems were found
  • Time period: When the audit ran
  • Events analyzed: How much data was checked
Example: 
Tracking Health: 94.2% ⚠️
Critical Issues: 3
Warnings: 12
Information: 8
Events Analyzed: 145,239

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Understanding issue severity

Issues are grouped by importance:
Must fix immediately
  • Purchase tracking broken
  • No data being collected
  • Major data errors
Impact: Lost revenue data, wrong decisions

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Common issues explained

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Missing events

What it means: Expected tracking isn’t happening Example: “Purchase event missing on order confirmation page” Why it matters:
  • Can’t measure conversions
  • Revenue reports are wrong
  • Marketing ROI unknown
What to do: Tell your developer which pages aren’t tracking properly

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Wrong data types

What it means: Information is in the wrong format Example: “Price sent as text ($29.99) instead of number (29.99)” Why it matters:
  • Can’t calculate totals
  • Averages won’t work
  • Reports show errors
What to do: Share the specific format issues with your tech team

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Missing information

What it means: Some details aren’t being collected Example: “Order ID missing from 15% of purchases” Why it matters:
  • Can’t track individual orders
  • Duplicate counting possible
  • Customer service impact
What to do: Prioritize which missing data is most important

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Report sections

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1. Issue list

A detailed list of every problem found:
  • What’s wrong
  • Where it’s happening
  • How often it occurs
  • When it started

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2. Affected pages

Shows which parts of your site have issues:
  • Homepage ✅ All good
  • Product pages ⚠️ Minor issues
  • Checkout ❌ Critical problems

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3. Trend graphs

Visual charts showing:
  • Is tracking getting better or worse?
  • When did problems start?
  • Are fixes working?

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4. Data samples

Real examples of the problems:
  • What you expected to see
  • What actually happened
  • The difference explained

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Understanding metrics

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Coverage score

How complete your tracking is:

Event coverage

What: Percentage of expected events working
  • Excellent: 99-100%
  • Good: 95-98%
  • Needs work: Below 95%

Data completeness

What: Percentage of required information present
  • Excellent: 100%
  • Good: 98-99%
  • Needs work: Below 98%

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Quality indicators

  • Accuracy: Is the data correct?
  • Consistency: Is it the same everywhere?
  • Timeliness: Is it captured quickly?
  • Completeness: Is anything missing?

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Taking action

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Priority guide

How to decide what to fix first:
Issue TypeBusiness ImpactWhen to Fix
Purchase tracking brokenRevenue data lostImmediately
Missing product detailsIncomplete reportsThis week
Format inconsistenciesMinor report issuesNext sprint
New events detectedNo impactReview monthly

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Who does what

Marketing team:
  • Review reports weekly
  • Prioritize which issues matter most
  • Communicate impact to stakeholders
  • Track improvement over time
Technical team:
  • Fix the identified issues
  • Test changes before deploying
  • Confirm fixes are working
  • Prevent issues from returning

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Creating action items

For each issue:
  1. Understand the business impact
  2. Assign to right person
  3. Set realistic deadline
  4. Verify when complete

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Report features

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Filtering your view

Focus on what matters to you:
  • Show only critical issues
  • Filter by specific pages
  • Look at certain events
  • View recent problems only

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Sharing reports

Perfect for:
  • Executive summaries
  • Monthly reviews
  • Stakeholder updates
  • Archive records

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Historical view

Compare your tracking health over time:
  • Is it improving or declining?
  • When did issues start?
  • Are problems seasonal?
  • What’s the impact of changes?
Example trend: 
Last 4 weeks tracking health:
Week 1: 99.8% 🟢 Excellent
Week 2: 99.5% 🟢 Excellent
Week 3: 98.2% 🟡 Good
Week 4: 94.2% 🟡 Needs attention

Trend: Declining - investigate recent changes

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Best practices

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Daily routine

1

Morning check

Quick glance at overnight health score
2

Review criticals

Any new critical issues to address?
3

Communicate

Alert team to urgent problems
4

Track progress

Are yesterday’s fixes working?

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Weekly deep dive

  • Full report review
  • Trend analysis
  • Team meeting to discuss
  • Plan fixes for next week
  • Update documentation

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Monthly summary

  • Overall health trends
  • Major improvements
  • Persistent issues
  • Strategic planning
  • Stakeholder update

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Common questions

Daily for critical issues, weekly for full review. Set up email alerts for immediate problems.
Above 98% is excellent. 95-98% is acceptable. Below 95% needs attention. Below 90% is critical.
Yes! Work with your team to define what’s important for your business and adjust audit settings.
Reports are kept for 90 days. Download important ones for longer storage.

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Getting help

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Understanding specific issues

If you don’t understand an issue:
  1. Check the explanation in the report
  2. Look at the data samples
  3. Ask your technical team
  4. Contact Tag Insight support

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Making improvements

To improve your tracking health:
  • Fix critical issues first
  • Set up preventive alerts
  • Regular team reviews
  • Document your setup
  • Test before major changes

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Next steps

Set up alerts

Get notified of problems immediately

View live data

See your tracking in real-time

Best practices

Improve your tracking setup

Get support

Help interpreting your reports