Conversion Tracking Audit for B2B SaaS Marketing Teams
You pull a number for the pipeline review and it does not match what marketing reported last week. Nobody remembers the last time the tracking setup actually got checked, and the last site update might have broken something nobody caught yet. That is the normal state of conversion tracking at most growing B2B SaaS companies: instrumented once, at launch, then left alone while the site, the stack, and the consent rules around it all kept changing.
Your GA4, Your CRM, and Your Ad Platforms Do Not Agree
- Why does GA4 report a different lead count than the CRM for the same month?
- Did the last redesign or page-builder change break a tag without anyone noticing?
- Is the team spending ad budget optimizing against conversions that were counted twice, or not at all?
- If someone on the board asked to see the tracking setup today, could anyone actually walk through it?
None of those are data-analysis questions. They are plumbing questions, and they get an honest answer in about two weeks.
What Actually Gets Checked
This is a technical audit of the tracking layer as it exists today, not a strategy workshop and not a rebuild. Six things get checked.
GTM and GA4 container audit
Every tag, trigger, and variable in the live container, checked against what is actually supposed to fire. Duplicate tags, orphaned triggers, and events firing on the wrong pages get flagged by name.
Server-side tracking (CAPI) health
If a server-side container or a Conversions API connection already exists, its event coverage, deduplication, and match rate get checked. If neither exists yet, that gets reported plainly. Standing one up from scratch is a separate engagement, not part of this audit.
Consent Mode v2 configuration
Whether consent signals actually gate GA4 and ad tags the way the CMP claims, checked against current Google and IAB requirements, not against a plugin default.
Attribution setup
How a lead's first touch, UTMs, and source data survive the trip from ad click to form to CRM record, and exactly where that chain breaks.
Tag firing verification
A live, browser-level check that the tags supposed to fire on key pages and events (demo request, pricing view, signup) actually do, on both desktop and mobile.
Core Web Vitals impact of tracking scripts
How much of the site's load time and interaction delay the tracking stack itself is responsible for, isolated from the rest of the page.
What You Get
Two weeks after kickoff, you get a written findings report: every issue found, ranked by how much it is actually costing the team against how easy it is to fix. Not a forty-page technical dump. A prioritized fix list a marketing ops person or a developer can act on without you translating it first.
A recorded walkthrough of the biggest findings is included, so the report does not sit unread in a shared drive. Everything is diagnostic. Nothing ships to the live site as part of the audit itself.
Who This Is For
Built for the head of marketing or growth at a B2B SaaS company between 20 and 200 people, usually Series A through Series D, who owns the number that comes out of the funnel but has nobody technically accountable for the pipes that number runs through.
- Runs paid or outbound campaigns optimized against tracked conversions
- Uses GA4 with GTM (client-side or server-side) and a CRM like HubSpot or Salesforce
- Has been burned before by a redesign or migration that quietly broke tracking
- Wants a straight technical answer before spending another dollar against numbers nobody has verified
What It Costs
$3,500 USD, one time. Two weeks from kickoff to the findings report, with one recorded walkthrough call included. No hourly billing, because the scope is fixed: the six checks above, nothing more and nothing less.
Frequently Asked Questions
Two weeks from kickoff to the findings report, assuming GA4, GTM, and CRM read access get granted in the first few days. The clock pauses if we are waiting on access or on an answer to a scoping question.
No changes ship to your site as part of this audit. Everything here is diagnostic: read access to GA4, GTM, and the CRM, plus a browser-level check of what actually fires on your live pages. Nothing gets edited, published, or deployed.
Good, that is the normal case. The audit checks what is actually configured against what should be firing, not whether GTM exists. Most of what gets found is drift: a tag added for a campaign that never got cleaned up, a container edited by three different people over two years, a consent update that half-shipped.
Read access is enough for the audit itself: Viewer on GA4, Read on GTM, and read-only or reporting access on the CRM. If the findings lead to a fix engagement afterward, edit access gets requested then, and only for what is being changed.
Not inside this audit. The deliverable is diagnosis: a findings report and a prioritized fix list your own developer or ops person can execute. If you would rather it get implemented directly, that is the Build Sprint, a separate two to four week engagement scoped after you have seen the findings, with the audit fee credited in full toward it.
No. This audit checks the health of a server-side setup if one already exists. Standing up a new server-side container from scratch is a different, larger engagement and is not part of this audit's scope.
Not sure this is the right starting point?
Book a free diagnostic call. One conversation, no pitch deck, and you will know whether the audit is the right next step for your site.