How to Audit a New Client's Tracking in 15 Minutes

When you take on a new client, their tracking is a black box — and broken tracking will sabotage your campaigns before you've had a chance to prove yourself. Here's a 15-minute audit to run during onboarding so you start from a known-good baseline.

Meta (5 minutes)

1. Pixel present and firing? Load the site with the Meta Pixel Helper and confirm PageView and key events fire.
2. Events arriving? In Events Manager, check the last-received time and the Diagnostics tab for warnings.
3. CAPI set up? Confirm whether the Conversions API is running and, if so, check the Event Match Quality score.
4. Duplicates under control? If both pixel and CAPI run, verify events are deduplicated.

Google Ads (5 minutes)

1. Conversion actions active?In Goals → Conversions, check that primary conversion actions exist and show a healthy status (not “Inactive” or “No recent conversions”).
2. Tag installed? Use Google Tag Assistant to confirm the Google tag and conversion events fire on the right pages.
3. Recent conversions recording? Look for recent conversion volume — a flat line is a red flag.

Document the baseline (5 minutes)

Write down what you found: which pixels and conversion actions exist, current EMQ, and any issues. This baseline protects you — if performance dips later, you can prove whether tracking was the cause and whether it was broken before you arrived.

Turn the one-time audit into always-on monitoring

A 15-minute audit is a great start, but tracking breaks after onboarding too — every time the client's dev team ships a change. Taglertturns this audit into continuous monitoring: connect the client's accounts once, and it checks pixel health, EMQ, duplicates, and Google conversion tracking every 30 minutes, alerting you the moment anything breaks. It's the difference between auditing once and knowing forever.