See what your Tag Manager container really sends.
Twenty-one checks on what fires, consent and container health, with the evidence for each.
Sign in with Google read-only, or upload an export that never leaves your browser. The report grades the container, ranks what matters most and shows where each finding comes from.
What gets checked
Twenty-one checks, each with a stable code you will see in the report, the Excel file and the email.
GA4, Google Ads, Meta and others: what each platform gets, and the purchase payload.
TM-01High impact
Google tag on every page
A Google tag loads each measurement ID once, on every page.
TM-02Medium impact
GA4 events cover the funnel
GA4 events cover the steps that matter for the business.
TM-03High impact
Purchase details from the data layer
The purchase tag reads its order ID, value, currency and items from the data layer.
TM-04High impact
Google Ads conversion tags
Each Google Ads conversion tag sends its label, value, currency and order ID.
TM-05High impact
Conversion Linker
A Conversion Linker fires on every page.
TM-06Medium impact
Enhanced conversions
Google Ads conversion tags send customer data for enhanced conversions.
TM-07High impact
Meta Pixel set up
The Meta Pixel runs from a template and sends an event ID with the purchase.
TM-08High impact
Duplicate tags
No platform gets the same event from two tags.
Consent settings on every tag, Consent Mode's default and personal data.
TM-10High impact
Consent settings on tags
Every tag outside Google's own has a consent setting.
TM-11High impact
Consent Mode default
A consent tag sets Google's Consent Mode before other tags fire.
TM-12High impact
Personal data sent to tags
No tag sends an email address or phone number it reads from the page or the address.
Unused, paused and duplicate items, Custom HTML, publishing and naming.
TM-20Low impact
Unused, paused and duplicate items
Nothing in the container is paused, unused or duplicated.
TM-21Low impact
IDs written out in several tags
Each measurement or pixel ID is set in one place.
TM-22Medium impact
Custom HTML
Custom HTML tags use no risky patterns.
TM-23Medium impact
Publishing
The container is published recently, with named versions and nothing waiting.
TM-24Low impact
Naming and folders
Tags are named consistently and sorted into folders.
TM-25Low impact
Leftover tags
No retired tag is left in the container.
TM-26High impact
Containers on the site
The site loads one Tag Manager container, once.
With a server container: what reaches it and what it sends on.
TM-30High impact
Website data reaches the server
The website's Google tag sends to the server container, where a GA4 client reads it.
TM-31High impact
Server tags
Server tags send to each platform once, with event IDs and no test settings.
TM-32Medium impact
Cookies set by the server
The server container keeps Google Ads' click IDs in its own cookies.
Three steps, a few minutes
Your details
An email for the report and the website, so the audit knows which container the site loads.
Connect, read-only
Sign in with Google and confirm the containers, or upload an export. The live version is read once.
Your report
A grade, the top 3 findings with the evidence, what your container sends, consent, health, and what to do next.
What you get, free
The whole report. Nothing held back for later.
An on-screen report.
The grade, what each platform receives from the container, tags without consent settings, container health with every item listed, and the case for a server container when there is none.
PDF, Excel and CSV.
The whole report as a PDF, every finding in an Excel workbook and as CSV, with the same check codes.
A summary by email.
The grade and the biggest finding, with the report's link, to forward to your developer or agency.
How the grade works
Four parts, each weighed: what fires 40, consent and privacy 30, container health 20, server container 10. Within a part, high-impact checks count three times, medium twice, low once.
A pass earns all of its weight, a finding that needs a look half, a broken one none. Checks that do not apply are left out. Without a server container its 10 points are shared out: not having one never costs points. Grades run A (90+), B (80+), C (65+), D (50+) and F.
Things it refuses to do
- Change any setting. Read-only access, one read of the live version. No workspace, no edit, no publish.
- Store your tag code. Tag names, IDs and event names only. The code inside a Custom HTML tag is read for risky patterns, then dropped.
- Read personal data. A variable that reads an email address is named; nothing it holds is read.
- Place orders or submit forms. The optional site visit opens pages like a visitor and never buys or submits.
- Share your data. It is used for this report only, and never sold or shared.
Is it safe to connect?
Yes. Google's own screen asks for read-only access to Tag Manager, and nothing else.
- What we read: the containers your account can see, and the live version of the ones you pick: tags, triggers, variables and their settings.
- How long the access lasts: it is used once, then deleted, and Swishiy asks Google to end it, unless a Swishiy workspace uses the same Google account.
- No sign-in at all: upload an export instead; it is read in your browser.
- How long the report stays: 90 days, then it is deleted. It can be deleted sooner from the report.
- About the AI part: only the findings and numbers go to our AI provider for the written summary. Never your container, and it is not used for training.
The full details live in our privacy policy.
Why is it free?
The audit is how most people meet us. Many fix things on their own. Some book a call to go through the report, and some come back for the hands-on work: server-side tracking, consent and checking revenue against real orders. Your report is complete either way.
Who it's for
- Shops and lead-gen businesses who want to know whether their tags can be trusted before the next campaign.
- Agencies and freelancers taking over a container and wanting a clear picture of what is in it.
Who built it
Swishiy is an independent marketing measurement company. The auditor was built by Qudees Kiani on rules taken from real container audits, so it looks for the problems that show up in practice.
Verified client reviews
What clients say
34 written reviews. 4.9 average across 47 ratings. Top Rated Plus on Upwork with 100% job success. Every quote below is from a real, completed Swishiy engagement.
- 4.9★ average
- 34 reviews
- 100% job success
“It was a pleasure to work with Qudees. He really knows what he is doing and made a huge impact on our Google Ads account. After Qudees fixed our tracking our sales began to stabilize. His price was more expensive than other freelancers selling the same service but his expertise was 100% worth the extra cost due to the immediate increased performance of our ads.”
“Complete expert, very knowledgeable in attribution/tracking, as well as data science and most importantly business outcomes. Qudees is a rare blend of all three, and is certainly a top freelancer in the space. If you're looking for a standup guy who's an expert and prides himself in high quality work, look no further.”
“Qudees was excellent to work with from the beginning of the project through to completion. He built a comprehensive, user-friendly Looker Studio dashboard pulling Google Analytics, Meta, Google Ads and website behaviour — ultimately allowing the client to quantify the best use of their ad spend and resources. Would definitely recommend.”
“We worked with Qudees on a task where another tracking expert had failed. The situation was really bad, but Qudees quickly took control and fixed the issues. He made it possible for us to track everything from one place. I highly recommend working with him.”
“This is the second time that I've worked with Qudees on a pixel audit. He worked quickly, was very thorough, explained what was happening throughout, and I'll definitely be working with him again.”
“Hire this guy. I'm so glad I did. Problem solved the task and came back with a solution that was better. An expert in what he does and always hit his deadlines.”
“Qudees was perfect for this job. He was communicative, responsive, and completed everything in a timely and complete manner. I would recommend him highly for anything having to do with setting up Google Analytics, migrating your analytics account, creating conversion trackers and other metrics.”
“Qudees is a very knowledgeable consultant in digital marketing, especially for eComm businesses. He explained everything in really good detail and was very patient with my questions. Highly recommended!”
“Super detailed! Well prepared, great questions and solutions — as well as examples of how he had created solutions for others in the past. A+ experience!”
“Qudees is well versed in analytics software. He is still my go-to for anything GA4 & analytics.”
“Qudees has helped my business boom with his knowledge of Google Ads. I will definitely be hiring him again!”
“Great working with Qudees! We will absolutely plan to use him for future projects.”
Common questions
What does the GTM Auditor check?
Twenty-one checks on your Tag Manager container: whether the Google tag loads on every page once, whether GA4 events cover your funnel, where purchase details come from, Google Ads conversion tags and the Conversion Linker, Meta's event ID, duplicate tags, consent settings and Consent Mode, personal data sent to tags, and the container's health: unused, paused and duplicated items, Custom HTML, publishing, naming and leftovers. With a server container, three more on what reaches it and what it sends.
Do I have to sign in with Google?
No. You can sign in read-only, or upload a container export instead (Tag Manager, Admin, Export Container). The export is read in your browser, and only the facts the checks need are sent: tag names, IDs and event names, never the code inside a tag.
Can it change my container?
No. The sign-in asks Google for read-only access to Tag Manager, and the audit reads the live version once. It never creates a workspace, edits a tag or publishes.
What happens to the Google sign-in?
Its access is used once, to read the containers you pick, then deleted. Swishiy also asks Google to end the access, unless a Swishiy workspace or a Google Ads Auditor session uses the same Google account. Disconnect Google ends it at any point.
How is the grade worked out?
Four parts, each weighed: what fires 40, consent and privacy 30, container health 20, server container 10. Within a part, each check weighs by its impact: high three times, medium twice, low once. A pass earns all of its weight, a finding that needs a look half, a broken one none. Without a server container its weight is shared out; a missing server container never costs points.
Why can some checks say “Couldn't check”?
Some checks only apply to some containers: there is nothing to check about Google Ads tags in a container without any. Those are left out of the grade, and the report says why.
What can it not see?
User access in Tag Manager (that needs a permission the audit does not ask for), what a server container actually delivers to Meta and Google Ads, the thank-you page, and settings inside GA4 and Google Ads. The report lists these too.
See what your container really sends.
A few minutes, read-only, nothing changes.