Evaluate existing web tracking setup:
Technical setup (e.g., which tools are being used)
Data layer implementation (e.g., e-commerce and event tracking data)
Consent management (e.g., cookie, privacy laws)
Goal tracking (e.g., default events, custom events)
Check if existing setup fulfils business needs:
If existing data allows to provide answers to business questions (e.g., attribution or data mismatch)
If new business objectives need to be backed by data (e.g., custom dimensions and metrics)
Provide list of improvements:
Audit report along with the action plan