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.
What the audit checks
Inherited GTM containers accumulate dead weight: 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 consent settings and no built-in consent checks — Custom HTML, pixels — fire whatever the visitor chose. Google's own tags are left out: they check consent themselves.
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, this audit belongs in a routine, not an annual scramble. Phloz doesn't read what's inside a container — re-run this tool on a fresh export for that — but the tracking infrastructure map keeps every container, pixel, and conversion documented per client, with health states and the date each was last verified, and the GTM integration imports each client's container IDs so the record starts from the real containers.
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.
Map every client's containers
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