Ever had that sinking feeling when reviewing a GTM container from your agency? You know, the one where you’re staring at 47 tags wondering if any of them will blow up your analytics? Yeah, me too. So I built something about it.
The GTM Audit Problem Is Real
If you’re managing GTM across multiple properties or working with different agencies, you know the drill:
- Endless scrolling through tag configurations 🔍
- Playing “spot the duplicate tracking ID” 🎯
- Wondering why there are 3 different naming conventions in one container 🤦♂️
- Praying you didn’t miss anything before hitting publish 🙏
Solution: GTM Auditor – Because Life’s Too Short for Manual Reviews
After one too many late-night GTM review sessions, I decided to automate this headache. Here’s what I built:
The Tech Stack That Makes It Happen
- Python & Streamlit: For rapid development and a clean UI
- Supabase: Handling user auth and audit trails
- ChatGPT API (4o mini): Adding intelligence to validation
- Docker & Linode: Keeping everything running smoothly
Current Features That Make Life Better
- 🔍 Smart tag scanning (catches weird setups instantly)
- 📝 Naming convention enforcement (no more wild west tagging)
- 🎯 Tracking ID validation (spot those GA4 mishaps)
- 🕵️ Legacy code detection (bye-bye, Universal Analytics)
How It Works (The Non-Boring Version)
- Upload Your Container: Drop your GTM JSON export
- Automatic Analysis: Python works its magic
- Get Results: See issues prioritized by importance
- Fix & Verify: Make changes, rinse, repeat
pythonCopy# A peek under the hood at our naming convention checker
class NamingConventionValidator:
def validate_tag_naming(self, tag_name: str) -> dict:
patterns = self.get_org_patterns()
return {
'compliant': any(pattern.match(tag_name) for pattern in patterns),
'suggested_format': self.get_suggested_format()
}
Who’s Using It?
- Enterprise GTM Controllers: Who like their sleep uninterrupted
- Analytics Governance Teams: Maintaining standards without the headaches
- Agency Partners: Getting it right the first time
- MarTech Leads: Juggling multiple properties without dropping the ball
What’s Coming Next
The roadmap’s packed with goodies:
- Event naming validation
- Measurement plan alignment checks
- Trigger overlap detection
- Server-side GTM validation
The Bottom Line (And Why You Should Care)
GTM Auditor isn’t just about automation – it’s about confidence. Whether you’re working with multiple agencies or managing complex tracking requirements, it’s about knowing your GTM setup is solid before you hit publish.
Ready to Stop Manual GTM Reviews?
Try GTM Auditor now at gtm-auditor.bradfarleigh.com and get back those hours spent on manual reviews. Got feature ideas or GTM horror stories? Let’s connect on LinkedIn – I’m always up for a good MarTech discussion.
Brad Farleigh is the CTO at Bang Digital and creator of GTM Auditor. When not automating the pain out of analytics implementations, he’s probably optimizing his ecommerce store or arguing about proper API design.
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