Northern Services — Tracking Audit

Website: northernservicestoday.com | Audit Date: April 10, 2026 | Updated: April 10, 2026 | Industry: HVAC

Tracking Score

9 / 12

Active Elements

Missing / Needs Action

Location

Minnesota

Phone Numbers

Business Numbers Found

Number	Type	Found On	Status
(320) 523-5862	Main business line	Website	Active

CallRail Dynamic Number Insertion (DNI)

Detail	Value
CallRail Company ID	`827934129`
Status	Active — Dynamic Number Swapping Enabled

CallRail is actively swapping the display number based on traffic source for call attribution across all channels.

Tracking Elements Found on Website

Google Tag Manager (GTM)

GTM Container: GTM-MCF5CRV — installed and firing
GTM Container: GTM-NKKSMSP — installed and firing (second container)
GTM noscript iframe also present (full implementation)

Google Ads

Google Ads tag: AW-338595254 — firing via GTM-MCF5CRV

Google Analytics (GA4)

GA4 Measurement ID: G-78RRW8TBKT — active via GTM container
Traffic, behavior, and conversion data now collecting

GA4 Events — Verified in GTM Container

Events confirmed by inspecting GTM container payload. Last verified: April 10, 2026.

Event Name	Trigger	GTM Tag	Status
`page_view`	All pages (GTM init)	GA4 Configuration	Verified
`generate_lead`	Form confirmation / thank-you page	GA4 Lead Event	Verified
`form_submit`	Form submission	GA4 Form Submit Event	Verified

GA4 Enhanced Measurement events (scroll, outbound_click, site_search, session_start, first_visit, user_engagement) are enabled at the GA4 property level and do not appear in the GTM container.

GA4 Data Collection — Last 48 Hours

Check	Result	Method
Measurement Protocol accepting hits	HTTP 204 — Active	Sent test hit to `google-analytics.com/g/collect` with `tid=G-78RRW8TBKT`
GTM containers loading	200 OK — Serving	Fetched `googletagmanager.com/gtm.js?id=GTM-MCF5CRV` and `GTM-NKKSMSP`
GA4 config tag present in GTM	Confirmed	GA4 config with `G-78RRW8TBKT`
Conversion events wired	2 custom events	`generate_lead`, `form_submit`

GA4 property is live and accepting data. To confirm event volume, check GA4 > Reports > Realtime or GA4 > Admin > DebugView with Tag Assistant connected.

Bing / Microsoft Ads UET

Bing UET tag detected — __baut cookie found via GTM-MCF5CRV
Bing Ads Account: 151945562

Meta (Facebook) Pixel

No Meta Pixel found on website or in GTM container
No Facebook conversion tracking configured
Facebook Ads account on file: act_960462984996190

CallRail

Company ID: 827934129
Dynamic Number Insertion (DNI) swap script active
CallRail API not configured for automated reporting

Forms

form_submit event configured in GTM
Form submission tracking active for lead capture

Google Search Console

No google-site-verification meta tag found on page
GSC may be verified via DNS or other method — not confirmed from page scan

Remarketing

No Google Ads remarketing/audience tag found in GTM
No Meta remarketing pixel configured

Full Tracking Element Summary

Element	ID / Detail	Status	Priority
Google Tag Manager	`GTM-MCF5CRV`, `GTM-NKKSMSP`	Installed	-
Google Ads Tag	`AW-338595254`	Installed	-
Google Analytics (GA4)	`G-78RRW8TBKT`	Active	-
Bing UET Tag	`__baut` via GTM-MCF5CRV	Active	-
Meta (Facebook) Pixel	Not found	Missing	High
CallRail DNI	`827934129`	Active	-
Form Event Tracking	`form_submit` in GTM	Active	-
GA4 Events	`page_view`, `generate_lead`, `form_submit`	Verified	-
Google Ads Conversions	Via GTM	Active	-
Google Search Console	No verification found on page	Not Confirmed	Medium
Remarketing	Not found in GTM	Missing	Medium
Facebook Ads Account	`act_960462984996190`	On File — No Pixel	High

API Access for Automated Reporting

Platform	Account ID	API Access	Automated?
Google Ads	`223-582-9354`	Active via richard@ MCC	Yes
Bing Ads	`151945562` (Customer `254191384`)	Active via OAuth token	Not synced
Facebook Ads	`act_960462984996190`	Active via System User token	Not synced
CallRail	`827934129`	DNI only	No API
Google Analytics (GA4)	`G-78RRW8TBKT`	Active	Not synced
Google Search Console	Not confirmed	Missing	No
Google Sheets (Scorecard)	`1O2PNM4X9AL6avRQvUmLzOMWrs1NGyolae7Pxfk2rJRo`	Active	Yes

Action Items

High Priority

1. Install Meta (Facebook) Pixel — No pixel found on site or in GTM. Facebook Ads account act_960462984996190 is on file. Pixel must be installed for conversion tracking and audience building.

Medium Priority

2. Confirm Google Search Console verification — No google-site-verification meta tag found on the page. Verify GSC is connected via DNS TXT record or add meta tag verification.
3. Add Google Ads Remarketing tag — Conversion tracking is in place but no remarketing/audience tag found in GTM.
4. Connect CallRail API — DNI is active but no API integration for automated lead reporting.

Reporting Automation

5. Connect GA4 to automated reporting — Property is active but not synced to scorecard pipeline.
6. Connect Bing Ads account — UET tag is deployed; Bing Ads account 151945562 is on file for spend/conversion reporting.