Tracking audit

Most “my campaign doesn’t convert” problems are tracking problems: an event that was never deployed, a GTM tag left paused, a trigger that never matches, or a GA4 event that isn’t marked as a key event. AdLoop’s tracking audit puts your website code, your Tag Manager container, GA4 and Google Ads side by side so your AI can find the break instead of guessing. There is nothing extra to connect. The audit uses your Google Analytics connection, plus Tag Manager for the GTM comparison and Google Ads for the cross-checks.

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How the code part works

AdLoop never reads your files, on AdLoop Cloud or self-hosted. Your AI client (Claude Code, Cursor, …) searches your codebase itself for gtag('event', …) and dataLayer.push({event: …}) calls, collects the event names, and passes that list to the tool. So the code comparison needs an AI client with access to the repository; in a chat without your code, your AI can still run the GA4, GTM and Ads checks.

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The workflow

1. Rule out consent first. In the EU, Ads usually shows several times more clicks than GA4 shows sessions because many visitors decline analytics cookies. That’s normal, not broken tracking; see consent and data gaps.
2. Is anything missing? attribution_check compares the conversions Google Ads reports with what GA4 records, optionally for named events such as sign_up or purchase, and says whether a gap is explained by consent.
3. Code against GA4. validate_tracking takes the event names from your code and returns which ones GA4 receives, which are missing, which arrive without a code reference, and which GA4 collects automatically. It looks at the last 28 days by default.
4. Code against GTM against GA4. audit_event_coverage adds the live Tag Manager container and gives every event a status:

   Status	Meaning
   ok	Tag active, event arriving in GA4
   ok_auto_collected	GA4 collects it automatically (Enhanced Measurement), no tag needed
   tag_paused	The GTM tag exists but is paused
   tag_active_but_not_firing	Tag active, but GA4 receives nothing: usually a trigger problem
   no_tag_no_fire	In your code, but no tag and no hits
   ga4_fires_no_tag	In your code and arriving in GA4, without a GTM tag
   gtm_only_firing / gtm_only_not_firing	A tag not referenced in your code, with or without hits
   gtm_paused_but_firing	Only paused tags, yet GA4 receives the event: it comes from somewhere else (hardcoded gtag, another container, an app)
   ga4_only	Arrives in GA4 with no tag and no code reference
   auto_event_only	An automatic GA4 event your code doesn’t reference

   Your AI drills into flagged tags and triggers with the Tag Manager tools.
5. Fix it. generate_tracking_code writes a ready-to-paste gtag snippet, with Google’s recommended parameters for standard events and an optional form-submit, button-click or page-load listener, and checks whether the event already arrives in GA4. If an event arrives but isn’t a key event, draft_key_event marks it as one, through the usual preview and confirmation.

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Paid traffic against GA4

For “what do my ads really achieve?”:

• analyze_campaign_conversions: Ads clicks and cost per campaign against GA4 sessions and conversions, the real cost per conversion, and the click-to-session ratio as a consent indicator
• landing_page_analysis: paid sessions, conversion rate and engagement per ad landing page, including pages that get clicks but never convert. A slow page is worth a PageSpeed check.

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Tools

• attribution_check, analyze_campaign_conversions, landing_page_analysis: Google Ads ↔ GA4 cross-checks
• validate_tracking: your code’s events ↔ GA4
• generate_tracking_code: gtag snippets
• audit_event_coverage: your code’s events ↔ live GTM container ↔ GA4

All of them only read. They sit in the tracking toolset, except audit_event_coverage, which belongs to gtm (toolsets). Parameters are in the tool reference.

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Limits

• Tag Manager tags with a dynamic event name ({{Event}}) and Custom HTML tags can’t be interpreted automatically; the audit lists them for a manual look.
• The audit compares the published container. Unpublished edits show up in get_gtm_workspace_diff.
• On AdLoop Cloud, analyze_campaign_conversions, landing_page_analysis and attribution_check query Google Ads and count as Google Ads operations. The other tracking tools are unmetered. See plans and limits.

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What AdLoop stores

Nothing beyond your existing connections. Event names, tag configurations and report data pass through.