GTM container not published or wrong ID

Severity: Critical
Impact: High
Effort to fix: Low
Issue code: track_gtm_unpublished

Why it matters

The page loads a GTM container that Google does not serve, so none of its tags (GA4, pixels, conversions) fire.

How to fix it

Check the GTM-... ID in the snippet matches your container, and publish a version in Tag Manager.

How it affects your score

Tracking issues have their own Tracking score and never lower the SEO site health score. They still appear in the Action Plan, the issues CSV, Slack messages and Linear tickets. Blocks indexing, breaks pages or loses traffic. Fix these first.

Find the affected URLs

Open Crawl > Issues and pick GTM container not published or wrong ID. Each affected URL is listed with its evidence, and Copy URLs or Export URLs hands the list to a developer. The issue also appears in the Action Plan, ranked by impact (high) and effort (low), and in the issues CSV under the code track_gtm_unpublished. After fixing, run a new audit and use Compare to confirm the URLs moved to fixed.

Guides that cover this issue

Audit a Google Tag Manager container