toolkit

Analytics & tags · Playbook

Analytics & tagging remediation — high-level pointers

ampharos tells you what measurement / marketing tags a page carries and which are misconfigured. The detailed, current analytics & tagging standards — the house GA4 / GTM setup, the sanctioned pixel list, consent policy, and per-finding fixes — live in the team wiki (set OUTLINE + OUTLINE_API_URL and the report links them directly). This file is the minimal high-level fallback for when the wiki isn’t configured: direction only, deliberately not step-by-step, so there’s no detailed content to drift out of sync with the wiki.

  • Legacy Universal Analytics (UA-…) — remove it. UA stopped processing data in July 2023; the tag is dead weight and can confuse audits. Migrate reporting to GA4.
  • Double-counted GA4 — a G-… property should be configured once per page. Two gtag('config') calls (or a hardcoded gtag plus the same property fired via GTM) inflate every metric — pick one path.
  • One GTM container per property — multiple GTM-… containers on a page is almost always a merge accident; consolidate to the canonical container.
  • Tracking gaps (site-wide) — every page that should be measured needs the site’s canonical container / property. A page missing it is invisible in reporting; add the standard snippet (or fix the template).
  • Marketing pixels — keep the pixel inventory to the sanctioned set; a stray Meta/LinkedIn/TikTok pixel is a privacy and data-leak surface. Confirm each is intended and consent-gated.
  • dataLayer & container contents — whether GTM actually fires GA4, and whether the dataLayer is wired, isn’t visible from HTML. Audit the container itself (rendered page / authenticated GTM) before signing off.

Full playbook → the team wiki’s analytics & tagging reference (GA4/GTM standards, sanctioned pixels, consent policy, per-finding procedures, agent-safety notes).