Overview
An audit is a recurring, automated regression test for your marketing tracking. Auditor spins up a real Chromium browser in the cloud, visits the pages you specify, and confirms every marketing pixel fires the way it should. You get screenshots, network logs, and pass/fail results every time, so you know within minutes if a deploy or a GTM change broke tracking.
Every audit is tied to one website URL and a set of rules. Ship a new audit for each distinct site or site section you want to cover, then put each one on a schedule so you're notified the moment something regresses.
Navigate to Audits
Go to Auditor > Audits from the left sidebar. The list shows every audit for your property with columns for status, last run, and pass/fail counts. Click Add Audit in the top right to start a new one.
If you already have an audit that's close to what you need, use the Clone action on the audit row instead. Cloning copies all rules over so you can start tweaking immediately, which is faster than building the second audit from scratch.
Configure the audit
Enter a descriptive name for the audit and the website URL you want to test. Then select which marketing pixels to validate. Supported platforms include Meta, GA4, Google Ads, TikTok, Pinterest, Snapchat, LinkedIn, and Microsoft Ads. You can pick one or as many as apply to the site you're auditing.
The name should be specific enough that you can tell audits apart at a glance in email alerts, for example Homepage Pixels or Checkout Funnel. Generic names like "Main Audit" make it harder to triage failures when multiple audits fail at once.
Add audit rules
Rules define exactly what Auditor checks. Each rule targets a specific pixel, a specific page or event, and lists the pass/fail criteria. You can add rules manually one at a time, or sync them from GTM to bulk-create rules from every tag in your container.
For most sites, Container Sync is the fast path. Add manual rules only for pixels that don't live in GTM, or for very specific assertions you want on top of the auto-generated rules.
Sync from GTM
Click Container Sync to scan your live GTM container and auto-generate validation rules for every tag it finds. This saves considerable time and guarantees you have coverage for every pixel currently deployed, not just the ones you remembered to add manually.
Re-run Container Sync whenever you add or modify tags in GTM. Synced rules are locked, so the re-sync updates existing rules in place rather than creating duplicates, and you don't lose any custom rules you added manually.
Run the audit
Click Run to execute the audit immediately. Auditor queues the job, spins up a headless browser, loads the URL, walks through the steps required by each rule, and records the result. The whole run typically completes in under a minute, and results show pass/fail per rule with screenshots and network logs for debugging.
Once you're happy with a fresh audit, attach it to a Schedule so it runs automatically on an interval without you clicking Run every time. Scheduled audits send email alerts on failure so you catch regressions the moment they happen.
Audits synced from GTM create locked rules that update automatically on re-sync, which keeps your audit in lockstep with the container. Failed audits capture screenshots and detailed logs so debugging is fast, cloning an existing audit is the quickest way to create similar ones with minor modifications, and running Container Sync regularly catches new tags added to GTM that need validation.
Troubleshooting
Container Sync finds zero tags
The GTM service account probably isn't connected to the container, or it lacks permission to read the container. Open Auditor's GTM connection settings and confirm the account has at least Read access on the container ID listed on the audit. Re-authenticate if needed.
Audit runs succeed in the UI but no pixels show as fired
Most likely the site has a consent banner blocking scripts before the user interacts. Add consent banner steps to your rules (using mark_pass or a click step) so Auditor can accept consent and continue, or adjust the site's tags to fire before consent for the categories where that's compliant.
Audit hangs or times out
The page may have a long-running script, an infinite redirect loop, or a blocking modal. Try the URL in a real browser and confirm it loads to completion. If the page depends on a login, use step types to set authenticated cookies before the audit loads the URL.