B2B Software
- Strengthening GDPR Compliance & Tag Governance for a Global B2B Software Enterprise
Dexata conducted a comprehensive Consent and MarTech Web Tags Audit for a global B2B software enterprise, uncovering critical GDPR compliance gaps and delivering a strategic remediation roadmap to protect the business from regulatory risk, improve data accuracy, and strengthen tag governance across all digital properties.
Industry
B2B Software
Location
Global
Solutions
- Consent & Compliance Audit
- GTM Governance Review
- Form & Event Tracking
- Tag Documentation & SDR
Results
- GDPR gaps fully remediated
- 273 tags audited & governed
- Double-firing eliminated
- Governance framework delivered
BACKROUND
The client’s digital properties had accumulated significant MarTech complexity over time.
Tags were firing before explicit user consent, representing a direct GDPR risk, and governance across 273 GTM tags was fragmented with no version control or change logs.
Regional marketing teams lacked a structured framework for tag deployment, creating compliance exposure and undermining the accuracy of marketing performance data.
*This case study has been anonymised to comply with NDA and confidentiality requirements.
THE CHALLENGE
Key Challenges
- Tags firing before explicit user consent — a direct GDPR risk
- Consent logic auto-updating to ‘granted’ without user interaction
- 273 tags across GTM with no version control or change logs
- Fragmented governance with weak access controls and ad hoc deployments
- Incomplete form tracking limiting visibility into user drop-offs
What Was Already Working
- Cookie banner appearing consistently across all pages
- Consent revocation workflows functioning correctly
- GA4 consent signals (gcs / gcd) populating appropriately
- Core form tracking tags present and firing
- Data layer mostly consistent on initial page loads
Our approach
Consent
& compliance
- CMP configuration review
- Consent workflow assessment
- Default state validation
- GDPR / ePrivacy alignment
GTM
governance
- Full tag inventory audit (133 tags)
- Container cleanup & separation
- Version control recommendations
- Access control framework
Form
& event tracking
- Form tracking parameter review
- Calendly interaction assessment
- Data layer schema validation
- GA4 signal verification
SOLUTIONS & DELIVERABLES
Solutions implemented
- OneTrust GTM template deployed for reliable, geo-based consent handling
- Consent default states corrected; Security Storage category aligned
- GTM containers separated by domain with full compliance documentation
- Double-firing eliminated; form tracking enriched with granular parameters
Deliverables
- Technical Audit Report - CMP, Consent Mode, GTM configuration
- Tags Documentation - TSD and SDR for all in-scope tags
- Actionable Recommendations - prioritised remediation roadmap
- Governance Framework - intake, approval, QA and version control
Value Realised
A structured remediation approach delivered measurable compliance, data, and operational improvements across the client’s digital estate.
Compliance & risk
GDPR gaps
fully remediated
Data accuracy
Trustworthy
marketing insights
Efficiency & UX
Faster deployment,
richer tracking
Looking to strengthen your MarTech compliance?
Discover how a Consent and Tag Governance audit can reduce your compliance risk and improve data quality.