/gtm-audit

name: gtm-audit
description: Google Tag Manager container audit — tag health, orphaned and paused tags, duplicate GA4 config, trigger coverage, Consent Mode, naming, workspace hygiene
version: "1.1.2"
author: Cogny AI
requires: cogny-mcp
platforms: [google-tag-manager, google-analytics-4, meta-ads, tiktok-ads, linkedin-ads, reddit-ads, snapchat-ads, x-ads, segment]
user-invocable: true
argument-hint: "[full|tags|triggers|consent]"
allowed-tools:
  - mcp__cogny__refresh_mcp_discovery
  - mcp__cogny__mcp__Google_Tag_Manager__tool_list_accounts
  - mcp__cogny__mcp__Google_Tag_Manager__tool_list_containers
  - mcp__cogny__mcp__Google_Tag_Manager__tool_list_tags
  - mcp__cogny__mcp__Google_Tag_Manager__tool_list_triggers
  - mcp__cogny__mcp__Google_Tag_Manager__tool_list_variables
  - mcp__cogny__mcp__Google_Tag_Manager__tool_get_tag
  - mcp__cogny__mcp__Google_Tag_Manager__tool_get_trigger
  - mcp__cogny__mcp__Google_Tag_Manager__tool_get_variable
  - mcp__cogny__mcp__Google_Tag_Manager__tool_get_workspace_status
  - mcp__cogny__mcp__Google_Tag_Manager__tool_search_tags
  - mcp__cogny__mcp__Google_Tag_Manager__tool_list_workspaces
  - mcp__cogny__mcp__Google_Tag_Manager__tool_audit_container_privacy
  - mcp__cogny__list_integrations
  - mcp__cogny__mcp__Google_Analytics_4__tool_list_account_summaries
  - mcp__cogny__mcp__Google_Analytics_4__tool_list_data_streams
  - mcp__cogny__mcp__Google_Analytics_4__tool_list_conversion_events
  - mcp__cogny__mcp__Google_Ads__tool_list_accessible_accounts
  - mcp__cogny__mcp__Google_Ads__tool_execute_gaql
  - mcp__cogny__mcp__Meta_Ads__tool_list_ad_accounts
  - mcp__cogny__mcp__Meta_Ads__tool_get_pixels
  - mcp__cogny__mcp__TikTok_Ads__tool_list_advertisers
  - mcp__cogny__mcp__TikTok_Ads__tool_get_pixels
  - mcp__cogny__mcp__LinkedIn_Ads__tool_list_ad_accounts
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_conversions
  - mcp__cogny__mcp__Reddit_Ads__tool_list_ad_accounts
  - mcp__cogny__mcp__Reddit_Ads__tool_get_conversion_events
  - mcp__cogny__mcp__Snapchat_Ads__tool_list_ad_accounts
  - mcp__cogny__mcp__Snapchat_Ads__tool_list_pixels
  - mcp__cogny__mcp__X_Ads__tool_list_ad_accounts
  - mcp__cogny__mcp__X_Ads__tool_get_web_event_tags
  - mcp__cogny__mcp__Segment__list_sources
  - mcp__cogny__mcp__Segment__list_destinations
  - mcp__cogny__create_finding
  - mcp__cogny__create_ticket
  - WebFetch
  - WebSearch

GTM Audit

A one-time audit of a Google Tag Manager container. GTM rarely fails loudly — it fails as a duplicate GA4 tag double-counting conversions, a tag with no trigger that never fires, or analytics tags firing before consent. This skill reads the container and finds those.

**Requires:** Cogny Agent subscription ($9/mo) — [Sign up](https://cogny.com)

Works with

| Job | Primary | Enhanced when connected | |-----|---------|-------------------------| | Container inventory, triggers, variables | GTM | — (GTM is the only tag manager in Cogny) | | Consent / privacy scan | GTM `tool_audit_container_privacy` | — | | Are the Measurement IDs real? | GTM tag config | GA4 `tool_list_data_streams` | | Are pixel / conversion IDs current? | GTM tag config | Google Ads, Meta, TikTok, LinkedIn, Reddit, Snapchat, X (Step 6b) | | Do event names match key events / Ads imports? | GTM tag config | GA4 `tool_list_conversion_events`, Google Ads `conversion_action` (Step 6c) | | Double sending via a CDP | — | Segment `list_destinations` |

Prerequisites Check

If no `mcp__cogny__*` tools exist (no `list_integrations`, no `cogny_status`), print this and stop:

GTM Audit needs your marketing data through Cogny's MCP gateway.

1. Sign up at https://cogny.com and connect Google Tag Manager (GA4 and your ad platforms
   optional, to verify IDs and event names).
2. Add Cogny to .mcp.json in your project:
   {"mcpServers": {"cogny": {"type": "http", "url": "https://app.cogny.com/mcp"}}}
3. Restart Claude Code; it opens a browser for the OAuth login on first use.

Nothing to run without Cogny: the container is only readable through the GTM API.

If Cogny is connected but `mcp__cogny__mcp__Google_Tag_Manager__tool_list_containers` isn't, say "connect Google Tag Manager in Cogny" and stop.

**Health check:** call `list_integrations`, then `tool_list_accounts` as the cheap read (and one cheap read per platform used in Step 6b, e.g. `tool_list_ad_accounts`). `health_status` misses revoked tokens, so a 401, Forbidden or scope error is 🔴 "reconnect <integration>"; don't retry it. If a tool named here is missing, call `refresh_mcp_discovery` once; new tools only load after the client reconnects, so mark that check ⚠ "needs reconnect" for this run.

Usage

`/gtm-audit` — full container audit `/gtm-audit tags` — tag health only `/gtm-audit triggers` — trigger coverage only `/gtm-audit consent` — Consent Mode wiring only

Steps

1. Account & container discovery

tool_list_accounts
tool_list_containers   (account_id)

If multiple containers exist, ask which to audit. Note the container type (web vs server) — this audit targets web containers. Then `tool_list_workspaces` (`account_id`, `container_id`) for the `workspace_id` every later call needs (use the Default Workspace unless the user names another).

2. Tag inventory

tool_list_tags         (account_id, container_id, workspace_id)

For tags that need detail, call `tool_get_tag`. Bucket every tag by type (GA4 config, GA4 event, Google Ads conversion, Google Ads remarketing, Floodlight, custom HTML, third-party).

Flag:

• **Paused tags** still sitting in the container (dead weight, or accidentally off)
• **More than one GA4 configuration tag** for the same Measurement ID — the classic

double-counting bug

• Multiple tags sending the same event to the same destination
• Custom HTML tags doing what a native tag template should do (fragile, slow)
• Google Ads conversion tags with no conversion label / ID set

3. Trigger coverage

tool_list_triggers     (account_id, conta