Recovery: Tracking
The new site launched and your conversions stopped counting.
A redesign changes URLs, page structure, and often the whole tech stack behind the site, and any one of those can silently break the tags that were counting your leads. We check the tags, the triggers, and the consent settings, in that order.
- Container audit before any change
- Written cause before we touch a tag
- No cost to see the scope
Evidence, then action
How we find what the redesign broke
The evidence we pull first
We check whether the Google Tag Manager container from the old site actually made it onto every page of the new one, then use preview mode to see which tags fire and which triggers never match on the new pages.
The triage order
First we confirm the container and base tags are present at all. Next we check whether triggers written for old page paths still match the new site's URLs, since a redesign often changes a path without anyone updating the tag rules. Then we check consent settings and any new cookie banner.
What usually fixes it
Reinstalling the container on the template used sitewide, rewriting triggers to match the new URL structure, and setting consent defaults correctly for the region you operate in restores most tracking within a day of the fix going live.
What we cannot promise
We cannot promise to recover data for the period tracking was down, since that window is genuinely blank in GA4 and Google Ads. We can promise a working setup going forward and a clear account of exactly what broke.
The decision tree we run
If preview mode shows the container loading but tags not firing
we check the trigger conditions against the new site's actual URLs and element structure, since a redesign often changes the button or form ID a trigger was built around.
If the container is missing entirely on some pages
we check whether the new site uses a different template for those pages, since a rebuild that mixes page builders or a new checkout flow can leave the container out of one section by accident.
If tags fire but GA4 still shows a data gap
we check the consent banner, since a cookie tool set to block analytics until consent is given will hide real visits from GA4 even though the tag is technically firing.
If conversions dropped only on mobile
we check whether the mobile template loads the container at all, since some redesigns build a separate mobile experience that never had the tag added to it.
How the engagement runs
01
Container and trigger audit
We review the live site in preview mode against every conversion action you had running before the redesign.
02
A written list of what broke
You get a plain list of which tags stopped firing and why, before we change anything in the live container.
03
Rebuild, then verify
We rebuild the broken triggers and confirm real test conversions register correctly in both GTM and GA4 before calling it done.
Tracking after a redesign questions
That depends on how long the tags were broken before anyone noticed. We can tell you the exact window once we compare when the redesign went live against when GA4 and Google Ads conversions stopped matching your real lead volume. That gap cannot be recovered, only stopped from growing.
The container itself might be untouched, but the triggers inside it point at specific page paths, button clicks, or form IDs on the old site. A redesign that changes any of those, even without anyone opening GTM, breaks the match between the trigger and the page. Whoever rebuilt the site rarely knows tracking depends on those exact details.
Usually GTM, since that is where the trigger logic lives that decides when a tag should fire. GA4 mostly just receives whatever GTM sends it. If GTM looks correct and GA4 still shows a gap, the next place we look is the consent settings, not the GA4 property itself.
Ideally yes, a quick tag check right after launch catches most of this before it costs real data. If your team or the agency that built the redesign did not run one, that is a normal gap, not a rare one, and we build that check into the process going forward.
The audit and written list of what broke are part of a free proposal within one business day. Conversion tracking and analytics setup after that is scoped in the same proposal, priced for the work involved rather than a flat rate.
Get your tracking working again
Send us access to Google Tag Manager and GA4. We will find exactly what the redesign broke and send a written scope within one business day.