Broken trigger references
Tags pointing at deleted triggers silently never fire — the most expensive class of container rot because nothing errors.
Free tool
GTM container audit, in your browser
Drop a Google Tag Manager container export below and get an instant structural audit — dead tags, broken trigger references, duplicates, consent gaps, and conversion tags firing on every page. The file never leaves your machine.
Drop your container export here
GTM → Admin → Export Container → choose the live version → download, then drop the .json file here or click to browse.
Runs entirely in your browser — the file is never uploaded.
What the audit checks
Most GTM containers are roughly a third dead weight by line count: tags that can't fire, triggers nothing uses, and "temporary" pauses from 2024. These are the eight structural checks the tool runs — the same ones we run first in every manual container takeover.
Tags that can never fire
No firing trigger, not used in a tag sequence: dead weight that misleads every future audit.
Paused tags
The "temporary" debugging state that became permanent. Someone assumes this tracking is running.
Duplicate tags
Same type, same configuration — the classic double-counted-conversions bug waiting for overlapping triggers.
Conversion tags on All Pages
Google Ads / Floodlight tags firing on every pageview teach bidding algorithms to optimise toward noise.
Consent configuration gaps
Tags with no explicit Consent Mode settings rely on per-type defaults — worth an explicit decision for EU traffic.
Orphan triggers and variables
Elements nothing references. Harmless individually; collectively they are why container handoffs take days.
Naming hygiene
"Untitled Tag 7" is unreviewable by the next person — including future you.
What it deliberately doesn't check
A container export describes structure, not behaviour. This tool can prove a tag can't fire; it cannot prove a tag fires correctly — whether the right events exist at all, whether the data layer carries the values your conversions need, or whether your pixel and server-side events deduplicate. That judgment layer is the 12-point manual GTM audit checklist and the verification-first discipline — run this tool first so the manual pass starts from a clean structure.
And if you run containers for many clients, the structural audit is exactly the work that should be continuous instead of annual: that's what the tracking infrastructure map does — every container, pixel, and conversion modeled per client with health states and a verification cadence, plus the GTM integration to keep the record honest.
Frequently asked questions
- Is my container data uploaded anywhere?
- No. The file is read and analysed entirely in your browser with client-side JavaScript — there is no upload endpoint, and the page works the same if you disconnect from the internet after it loads. Refresh and the result is gone.
- How do I export my GTM container?
- In Google Tag Manager: Admin → (container column) Export Container → choose the live version → Export. You get a .json file — drop that file into the tool unmodified.
- What do the severity levels mean?
- Critical findings actively break tracking (broken trigger references). Warnings are likely costing you data or money (paused, unfirable, or duplicate tags; conversion tags on every page). Info findings are hygiene that compounds at handoff time (orphans, consent review, naming).
- Does this replace a manual GTM audit?
- No — it automates the structural checks that are mechanical, so a human audit can spend its time on the parts that need judgment: whether the right events are tracked at all, data-layer design, and cross-platform deduplication. Our 12-point manual checklist covers that layer.
Track every client's containers continuously
14 days free · No credit card · Starter tier free forever