Audit & Rectification of Tracking Ecosystem

Project Brief: Technical Tracking Audit & Remediation (Meta, Google, TikTok)

Project Overview

We are a hospitality business operating in Sweden and the UK. Following a recent TikTok Pixel integration via Google Tag Manager (GTM), our tracking ecosystem experienced significant conflicts, including double-firing tags and a breakdown in Meta deduplication (browser events exceeding server events).

We have recently "restored" our setups after a period of data loss, but we require an expert to perform a deep-dive audit to ensure the system is now stable, accurate, and optimized.

Important: This project follows a two-step process. The freelancer must first analyze the entire setup and provide a diagnostic report. Implementation of fixes will only begin after the report is reviewed and approved.

Phase 1: Audit, Diagnostic & Reporting

Before any changes are implemented, the freelancer must conduct a full audit across both our Sweden and UK domains and provide a Tracking Health Report identifying:

GTM Architecture Review: Audit of Client-Side and Server-Side containers to identify redundant triggers, "ghost" tags from the TikTok auto-integration, and GA4 configuration conflicts.

Deduplication Analysis: Verification of event_id consistency across Meta (Pixel vs. CAPI) and TikTok (Pixel vs. Events API).

Cross-Platform Conflict Check: Investigation into why browser events were exceeding server events and confirming if the "restoration" fixed the root cause.

Double-Firing Audit: Checking for overlapping tracking between GTM, WPCode (WordPress), and any hardcoded scripts.

Data Integrity: Identifying any discrepancies between backend booking data and the data reported in GA4, Meta, and TikTok.

Deliverable: A detailed report outlining current errors, risks, and a step-by-step plan for remediation.

Phase 2: Implementation & Validation (Upon Approval)

Once the audit report is approved, the freelancer will proceed with the following:

Tag Sanitization: Remove all redundant or conflicting tags and consolidate tracking via a unified Data Layer.

Deduplication Repair: Ensure 1:1 matching between browser and server events to restore the correct balance in Meta Events Manager.

TikTok API Optimization: Finalize the TikTok Events API setup to ensure it supplements pixel data without duplicating it.

Google Ads & GA4 Sync: Verify that Enhanced Conversions and GA4 event tracking are firing correctly without interference.

Final Verification: Provide a 48-hour validation summary showing that event ratios are healthy and no double-counting is occurring.

Technical Stack

CMS: WordPress (WPCode for custom snippets)

Containers: Google Tag Manager (Client-Side & Server-Side)

Tracking: * Meta Pixel + Conversions API (CAPI)

Google Analytics 4 + Google Ads Conversion Tracking

TikTok Pixel + TikTok Events API

Awin Affiliate Tracking

Required Deliverables

Audit Report: A comprehensive document of the "As-Is" state and proposed "To-Be" fixes.

System Clean-up: Implementation of all approved fixes across GTM and WordPress.

Final Status Report: Evidence of successful deduplication and data accuracy across all platforms for both Sweden and the UK.

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