toolkit

GTM audit and fix · Playbook

GTM audit and fix GTM governance — high-level pointers

Beru tells you what is configured in a published GTM container and which of it is a governance smell. A runtime journey is required to say what fired. The detailed, current GTM standards — the sanctioned tag/template list, the container naming/folder convention, custom-HTML 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.

  • Legacy Universal Analytics (__ga/__gat) — delete it. UA stopped processing data in July 2023; the tag is dead weight. Move measurement to GA4 / the Google Tag.
  • Custom HTML tags — each one runs arbitrary JavaScript on every matching page. Prefer a first-party or gallery template; if custom HTML is unavoidable, review it for injected third-party scripts, data leaks, and performance. Keep the count low.
  • Community custom-templates (__cvt_*) — third-party code from the gallery. Vet the publisher and the permissions each template requests; treat them as a supply-chain surface.
  • Tag bloat — a container with dozens of active tags slows every page. Consolidate, remove the unused, and lean on GA4 events over one-off tags.
  • Paused tags — clean them up; a container full of paused tags is config debt that hides the real setup.
  • Unpublished changes (workspace mode) — if the workspace differs from the published container, the live site isn’t running what the team thinks. Publish or discard; don’t leave drafts hanging.

Full playbook → the team wiki’s GTM governance reference (sanctioned tags, naming, custom-HTML policy, per-finding procedures, agent-safety notes).