our-claude-skills/custom-skills/60-gtm-audit/code/SKILL.md

---
name: gtm-audit
description: >
  Automated GTM audit and analysis. Scans websites for tracking coverage, compares
  against GTM container config, identifies gaps, and reports to Notion. Uses Chrome
  DevTools MCP for browser inspection and DTM Agent MCP for container operations.
  Triggers on "GTM audit", "audit website", "scan page", "check tracking",
  "tracking coverage", "gap analysis", "site audit", "tag firing check".
  NOT for creating/modifying tags (use gtm-editor) or validating/QA (use gtm-validator).
---

# GTM Audit Skill

Analyze GTM implementations by scanning websites and comparing against container configuration.

## Available Tools

### Browser Inspection (Chrome DevTools MCP)
- `navigate_page` — Load target URL
- `evaluate_script` — Capture dataLayer, detect GTM containers, check JS globals
- `list_network_requests` — Capture tag firing network requests
- `take_screenshot` — Document page state
- `click` / `hover` — Simulate user interactions
- `list_console_messages` — Check for JS errors

### GTM Container (DTM Agent MCP)
- `dtm_status` — Check auth and active container
- `dtm_list_tags` / `dtm_list_triggers` / `dtm_list_variables` — Get container config
- `dtm_audit_scan` — Scan page with collected data (returns structured PageData)
- `dtm_audit_gap` — Run gap analysis (returns GapReport with OK/MISSING/ORPHAN)

### Reporting (Notion MCP)
- Write findings to GTM Audit Log: `collection://2cf581e5-8a1e-815a-a7f8-000b88b93585`

## 4 Audit Modes

### Mode A: Page Scan (`/gtm-audit scan <url>`)

Quick single-page diagnostics. No GTM container needed.

1. `navigate_page` to URL, wait for load
2. `evaluate_script`: capture dataLayer
   ```javascript
   JSON.stringify(window.dataLayer || [])
   ```
3. `evaluate_script`: detect GTM containers
   ```javascript
   (function(){var s=document.querySelectorAll('script[src*="googletagmanager.com/gtm.js"]');var ids=[];s.forEach(function(el){var m=el.src.match(/id=(GTM-[A-Z0-9]+)/);if(m)ids.push(m[1]);});return JSON.stringify(ids);})()
   ```
4. `evaluate_script`: detect tracking pixels
   ```javascript
   (function(){var f=[];if(window.fbq)f.push('Meta Pixel');if(window.gtag)f.push('GA4');if(window.clarity)f.push('Clarity');if(window.kakaoPixel)f.push('Kakao');if(window.wcs)f.push('Naver');if(window.ttq)f.push('TikTok');return JSON.stringify(f);})()
   ```
5. `list_network_requests` — filter for tag domains
6. Call `dtm_audit_scan` with collected html, network_requests, datalayer_json
7. Report findings

### Mode B: Site Audit (`/gtm-audit site <url>`)

Full website coverage audit with auto-discovery.

1. Navigate to root URL
2. `evaluate_script`: extract all internal links
3. Classify pages by type (home, product, service, form, blog, about)
4. For each page type: run Mode A scan
5. Build coverage matrix (page type × event × platform)
6. Run Mode C gap analysis against container
7. Write comprehensive report to Notion

### Mode C: Gap Analysis (`/gtm-audit gap <url>`) — MOST IMPORTANT

Compare GTM container config against actual tag firing.

1. `dtm_status` — verify auth and active container
2. `dtm_list_tags` + `dtm_list_triggers` — get expected configuration
3. `navigate_page` to URL
4. `evaluate_script` — capture dataLayer
5. `list_network_requests` — capture actual tag firings
6. Call `dtm_audit_gap` with network_requests
7. Analyze gaps: MISSING (in GTM, not firing), ORPHAN (firing, not in GTM)
8. Write to Notion GTM Audit Log

### Mode D: Tag Design (`/gtm-audit design <url>`)

AI-powered analysis of what SHOULD be tracked on a page.

1. `navigate_page` to URL
2. `take_screenshot` — visual reference
3. `evaluate_script` — inspect DOM: forms, buttons, links, product elements
4. `evaluate_script` — capture existing dataLayer schema
5. `dtm_list_tags` — check existing configuration
6. Design recommendations: which events, triggers, variables are needed
7. Output as structured blueprint (hand off to gtm-editor for implementation)

## Detection Patterns

### Cloudflare Zaraz Proxy
URLs with `/1tbv/` path proxy GA4/Ads through the site's domain:
```
https://site.com/1tbv/ag/g/c?tid=G-XXXXX → GA4
https://site.com/1tbv/ag/g/c?tid=AW-XXXXX → Google Ads
```

### Server-Side GTM (sGTM)
Custom subdomains: `stms.*`, `sgtm.*`, `ss.*`, `tag.*`
```
https://stms.site.com/g/collect?tid=G-XXXXX → GA4 via sGTM
```

### GA4 Multiple Endpoints
One GA4 page_view fires to multiple endpoints — this is normal:
- `google-analytics.com/g/collect`
- `analytics.google.com/g/s/collect`
- `stats.g.doubleclick.net/g/collect`
- `www.google.com/ccm/collect` (Consent Mode)
- Zaraz proxy endpoints

## Notion Report Fields

| Field | Value |
|-------|-------|
| Site | domain name |
| URL | full URL |
| Container IDs | GTM-XXXXX |
| Audit Status | Pass / Warning / Fail |
| GTM Status | Installed / Not Found / Multiple Containers |
| Tags Fired | [GA4, Google Ads, Meta Pixel, Kakao, Naver, ...] |
| Journey Type | full / pageview / scroll / form / checkout / datalayer |
| Critical Issues | count |
| Issues Count | count |
| Summary | AI-generated findings |

## Rules

- Always check `dtm_status` before gap analysis
- Wait for page to fully load before capturing network requests
- Use `evaluate_script` to check consent mode before interpreting missing tags
- Orphan count may be high due to GA4 multi-endpoint — note this in reports
- **In Mode D (tag design), check elements for `id` attributes** — if missing, recommend adding IDs before designing CSS-based triggers. Suggest naming: `[section]-[element]-[action]`
- Hand off tag creation work to `gtm-editor` skill
- Hand off QA/validation work to `gtm-validator` skill