Why Do I See False Negatives In My Audit?

We have identified four reasons that a page may be reported as not being tagged:

• Primary reason is that the tag is not actually on the page
• The tag could be broken or a conflicting javascript or other code could have caused the tag to break
• We missed finding the tag. In 99.99% of our audits we always find every tag, if we don't find a tag on a page we re-visit the page up to 3 total times to be absolutely sure that we did not find the tag
• The page redirected, we report 301 permanent redirects as pages without a tag

Other items could be:

• Broken link to the tag JavaScript
• Incorrect domain being used in the tag