Description
You ship a campaign page with the tracking wired up exactly as documented, and the next morning the report reads zero. Did the tag not load, did the trigger condition never match, or did a parameter arrive empty? The report cannot tell you, and page source only confirms the script exists — not whether it fired or what it carried. Tag Assistant answers that: point it at the URL and it opens a debug-connected session, so every action you take in the page is listed back with which tags fired, what events were sent and which parameters went along.
It covers Google's stack — Google Tag Manager, Google Analytics including GA4, and Google Ads conversion tags. Each interaction becomes an event you can open to see which tags fired, which did not and which condition blocked them, and the full contents of the data layer at that moment, which is how questions like "why was this conversion never recorded" actually get answered.
The web app at tagassistant.google.com works directly, with a companion browser extension for more involved cases. Free.
Debug sessions: enter the URL and it opens a debug-connected window you browse normally, recording what happens alongside, without pushing test builds to production to find out.
Event-by-event replay: page loads, clicks and form submissions each become their own event you can open for the full state at that point, rather than one scrolling log.
Tag firing status: it states which tags fired on that step and which did not, and for the ones that did not, which condition blocked them.
Data layer inspection: the complete contents and changes of the dataLayer at each event are shown, making an empty or misspelled parameter obvious.
Covers the Google stack: Google Tag Manager, Google Analytics 4 and Google Ads conversion tracking are all visible in the same interface instead of separate tools.
Preview before publish: paired with Tag Manager's preview mode, changes can be verified in a debug session before going live, so a broken configuration does not reach production.
Nothing to install: the main interface is the tagassistant.google.com web app, with the companion browser extension added only when a scenario needs it.
Free: an official Google tool, free to use.
It covers Google's stack — Google Tag Manager, Google Analytics including GA4, and Google Ads conversion tags. Each interaction becomes an event you can open to see which tags fired, which did not and which condition blocked them, and the full contents of the data layer at that moment, which is how questions like "why was this conversion never recorded" actually get answered.
The web app at tagassistant.google.com works directly, with a companion browser extension for more involved cases. Free.
Features
Debug sessions: enter the URL and it opens a debug-connected window you browse normally, recording what happens alongside, without pushing test builds to production to find out.
Event-by-event replay: page loads, clicks and form submissions each become their own event you can open for the full state at that point, rather than one scrolling log.
Tag firing status: it states which tags fired on that step and which did not, and for the ones that did not, which condition blocked them.
Data layer inspection: the complete contents and changes of the dataLayer at each event are shown, making an empty or misspelled parameter obvious.
Covers the Google stack: Google Tag Manager, Google Analytics 4 and Google Ads conversion tracking are all visible in the same interface instead of separate tools.
Preview before publish: paired with Tag Manager's preview mode, changes can be verified in a debug session before going live, so a broken configuration does not reach production.
Nothing to install: the main interface is the tagassistant.google.com web app, with the companion browser extension added only when a scenario needs it.
Free: an official Google tool, free to use.
