equinutritive.com Tracking & SEO Audit — Grade C
A saved report based on tracking and pages observed during this scan.
The audit of your website's tracking setup shows some critical issues that need attention. The Google Tag Manager (GTM) container did not load successfully, which is a major problem as it prevents other tags from firing correctly. Although GA4 is present, it did not fire on this page, indicating a potentia…
Read the full audit summary
The audit of your website's tracking setup shows some critical issues that need attention. The Google Tag Manager (GTM) container did not load successfully, which is a major problem as it prevents other tags from firing correctly. Although GA4 is present, it did not fire on this page, indicating a potential configuration issue. Additionally, Shopify's native analytics tool, Trekkie, was detected but did not send any data, which could affect your ability to track customer interactions accurately. There is also a warning about potential duplicate tracking with Hotjar, which could lead to skewed analytics data. I recommend focusing the next audit on key pages like product, cart, checkout, and order-confirmation to ensure comprehensive tracking. Given these issues, it would be beneficial to connect your store to PayHelm AI for a more in-depth analysis and resolution.
The audit of your website's tracking setup shows some critical issues that need attention. The Google Tag Manager (GTM) container did not load successfully, which is a major problem as it prevents other tags from firing correctly. Although GA4 is present, it did not fire on this page, indicating a potential configuration issue. Additionally, Shopify's native analytics tool, Trekkie, was detected but did not send any data, which could affect your ability to track customer interactions accurately. There is also a warning about potential duplicate tracking with Hotjar, which could lead to skewed analytics data. I recommend focusing the next audit on key pages like product, cart, checkout, and order-confirmation to ensure comprehensive tracking. Given these issues, it would be beneficial to connect your store to PayHelm AI for a more in-depth analysis and resolution.
What to look at first
Priorities below are taken directly from findings in this report.
SEO fundamentals look solid across all checks.
Title is 53 characters — within the ideal 30–70 character range.
Natural Supplements for Equine Health | Equinutritive (53 chars)Meta description is 160 characters — within the ideal 70–160 character range.
Equinutritive makes nutritional, natural supplements for horses that are specially formulated to tak… (160 chars)One H1 heading found — the recommended structure for every page.
Natural Horse Supplements - Nutrition The Way It Should BeNo noindex directive — the page is eligible to be indexed.
No robots meta tag (defaults to index, follow).Canonical tag points to the page itself — no duplicate-content signals sent to search engines.
https://equinutritive.com/en-usaAll core Open Graph tags found — links display richly when shared on social media.
og:title ✓ og:description ✓ og:image ✓Structured data found — search engines can use it to generate rich results (star ratings, FAQs, products, breadcrumbs, etc.).
JSON-LD script foundViewport meta tag found — the page is set up for mobile-friendly rendering.
viewport meta tag present2 AI discoverability gaps found — closing them improves your odds of being cited by ChatGPT, Claude, Perplexity, and Google AI Overviews.
llms.txt is present and well-formed — AI assistants that check this file can quickly find your key pages and docs.
Found at /llms.txt with a title heading and 5 linked resources.No skill.md file found. This is an emerging convention for describing agent-callable capabilities/tools to AI agents — optional today, but worth watching as adoption grows.
No /skill.md or /.well-known/skill.md found.robots.txt doesn't block any major AI crawler — ChatGPT, Claude, Perplexity, and Google's AI features can all fetch and cite your content.
All 15 known AI crawlers are allowed.GPTBot's User-Agent successfully fetched the real page (HTTP 200, ~655 words) — AI crawlers are not blocked at the server level.
GPTBot's User-Agent received HTTP 200 with ~655 words of visible text.Structured data (JSON-LD) is present with types AI answer engines commonly extract facts from (e.g. FAQPage, Product, Organization).
Schema.org types found: Organization, WebSite.Meaningful text content is present in the raw HTML response — AI crawlers that don't execute JavaScript can still read and cite this page.
~1377 words of text visible in the raw HTML response.No sitemap.xml found. Without one, crawlers (including AI crawlers) can only discover pages by following links, which may miss deeper content.
No /sitemap.xml found.4 links in llms.txt/skill.md pointed to a domain or endpoint that doesn't actually work — including shop.app. AI agents that trust this file at face value will hit dead ends; verify these weren't hallucinated.
4 of 15 referenced links didn't resolve: https://shop.app/SKILL.md](https://shop.app/SKILL.md (returned HTTP 429); https://shop.app/SKILL.md` (returned HTTP 429); https://equinutritive.com/.well-known/ucp` (returned HTTP 404); https://equinutritive.com/api/ucp/mcp` (returned HTTP 404).- Publish a sitemap.xml — it's the fastest way for both search engines and AI crawlers to discover every page worth citing, not just the ones linked from your homepage.
- Fix or remove 4 broken links in llms.txt/skill.md (https://shop.app/SKILL.md](https://shop.app/SKILL.md, https://shop.app/SKILL.md`, https://equinutritive.com/.well-known/ucp`, …) — AI agents that follow them will hit a dead end instead of your content.
AI Build Signals
Not assessedNot assessed in this saved report
Builder attribution is separate from AI discovery and SEO. A rescan can look for public clues; it cannot prove how a site was created.
Marketing & analytics tags observed sending data while the page loaded.
Every dataLayer push observed during page load — with full payload and configuration analysis.
Payload
Warnings
›GTM lifecycle events (1)— gtm.js, gtm.dom, gtm.load, etc.
Data points present in the dataLayer that your tags can read (the values pushed alongside each event).
The actual tracking requests your browser sent — the ground-truth proof that a tag fired.
ReferenceError: products is not defined render
ReferenceError: products is not defined render
ReferenceError: products is not defined render
Error from API: undefined
Cannot read properties of null (reading 'classList')
Cannot read properties of null (reading 'classList')
Clear-Site-Data header on 'https://equinutritive.com/en-usa/cart/update.js': Unrecognized type: "prefetchCache".
Clear-Site-Data header on 'https://equinutritive.com/en-usa/cart/update.js': Unrecognized type: "prerenderCache".
Clear-Site-Data header on 'https://equinutritive.com/en-usa/cart/update.js': No recognized types specified.
ReferenceError: products is not defined render
Tag setup present but not confirmed loading.
GA4 configured but no hits observed (may be consent-gated).
4 of 4 key funnel stages look healthy.
No data-quality issues found in tracked events.
Consent Mode v2 configured.
Tag load timing not measured.
No conflicting analytics IDs.
Consent Mode v2 is configured via CookieYes. The default and update calls and the v2 signals (ad_user_data, ad_personalization) are all present.
No tag load timing was captured (the container may not have loaded, or timing was unavailable).
No cross-domain (linker) tracking was detected. If your checkout or other steps live on a different domain, set up linker tracking so visits aren't split into separate sessions.
Google Ads Enhanced Conversions appear to be set up — hashed first-party data is being passed to improve conversion accuracy.
GA4 User-ID tracking was not detected. If you have logged-in users, setting a User-ID lets GA4 join their activity across devices and sessions.
We couldn't reach the checkout or order-confirmation page during this audit, so purchase tracking is unverified. Purchase is the single most important event to get right — test it with a real or test order and confirm the 'purchase' event fires once on the thank-you page.
GTM-MFNP295
A Google Tag Manager container is installed on this page.
0/1 container(s) returned a successful gtm.js response.
The container script did not load (blocked, unpublished, or wrong ID), so no tags will fire.
Fix this issueFound <noscript> ns.html iframe.
The fallback for visitors with JavaScript disabled is in place.
GTM snippet appears inside <head>.
The container is loaded early, as Google recommends, so tags fire as soon as possible.
dataLayer is defined before the container snippet.
Data is available to tags from the very first event.
G-2SMZWRJ8SB — no /g/collect hit observed.
GA4 is configured but we did not see it send data on this page — it may be gated behind cookie consent or misconfigured.
Fix this issue10 error(s) logged.
JavaScript errors were logged during page load. These don't necessarily affect tracking — only errors that directly interrupt pixel execution matter. See any vendor-specific errors below for actionable issues.
Shop: equinutritive-group.myshopify.com
This is a Shopify store. Pixels can fire from three sources: GTM tags, hardcoded theme code, and Shopify Customer Events (Web Pixels API sandbox). All three are audited here.
Trekkie loaded but no monorail beacon observed
Trekkie is present but no network beacon was observed — it may be blocked, gated behind consent, or misconfigured.
Fix this issueWeb Pixels API / Shopify.analytics detected — pixels run in a sandboxed iframe
Shopify's Web Pixels API is active. Pixels installed via Shopify Admin → Settings → Customer Events run in a sandboxed iframe, independently of GTM — they cannot interfere with each other, but duplicates are still possible if the same vendor is also in GTM or theme code.
Possible duplication: Hotjar
On Shopify stores, the same pixel can fire from three places simultaneously: hardcoded theme code, GTM tags, and Shopify Customer Events. Duplicate fires inflate conversion counts, corrupt ROAS, and can cause ad platforms to over-bid. Remove all but one source for each vendor.
Fix this issuecdn.shopify.com / window.Shopify
This site runs on Shopify. Tracking setup and common pitfalls differ by platform, which is factored into this audit.
default=true, update=true, signals=[ad_storage, ad_user_data, ad_personalization, analytics_storage, functionality_storage, personalization_storage, security_storage], CMP=CookieYes
Consent Mode v2 is configured via CookieYes. The default and update calls and the v2 signals (ad_user_data, ad_personalization) are all present.
DOMContentLoaded 3709ms
No tag load timing was captured (the container may not have loaded, or timing was unavailable).
No linker configuration observed
No cross-domain (linker) tracking was detected. If your checkout or other steps live on a different domain, set up linker tracking so visits aren't split into separate sessions.
user_data parameter
Google Ads Enhanced Conversions appear to be set up — hashed first-party data is being passed to improve conversion accuracy.
Not detected
GA4 User-ID tracking was not detected. If you have logged-in users, setting a User-ID lets GA4 join their activity across devices and sessions.
purchase observed=false, checkout page audited=false
We couldn't reach the checkout or order-confirmation page during this audit, so purchase tracking is unverified. Purchase is the single most important event to get right — test it with a real or test order and confirm the 'purchase' event fires once on the thank-you page.
Fix this issueFunnel events are page-specific: purchase only fires on order confirmation, add_to_cart requires a user click. Events shown as are not observable on this page type — audit each page separately for full coverage.
Discovery
Not observed firing, but 'view_item_list' was found configured in the site's JavaScript. It may fire only when users take specific actions or visit the relevant page type. Not observed on this page. Set up 'view_item_list' on your collection/category/search pages for funnel visibility. On Shopify, events may fire via Customer Events (Shopify Web Pixels sandbox) and may not be visible in the dataLayer — verify in Shopify Admin → Settings → Customer Events.
Not observed during this load — 'select_item' requires user interaction on collection/category pages. Verify by manually testing the action on that page. On Shopify, events may fire via Customer Events (Shopify Web Pixels sandbox) and may not be visible in the dataLayer — verify in Shopify Admin → Settings → Customer Events.
Consideration
Not observable on home pages — 'view_item' only fires on product detail pages. Audit that page type to verify coverage.
Cart Activity
Not observable on home pages — 'add_to_cart' only fires on product pages and cart. Audit that page type to verify coverage.
Not observable on home pages — 'remove_from_cart' only fires on cart page. Audit that page type to verify coverage.
Not observable on home pages — 'view_cart' only fires on cart page. Audit that page type to verify coverage.
Checkout Funnel
Not observable on home pages — 'begin_checkout' only fires on checkout entry page. Audit that page type to verify coverage.
Not observable on home pages — 'add_shipping_info' only fires on checkout shipping step. Audit that page type to verify coverage.
Not observable on home pages — 'add_payment_info' only fires on checkout payment step. Audit that page type to verify coverage.
Not observable on home pages — 'purchase' only fires on order confirmation / thank-you page. Audit that page type to verify coverage.
Post-Purchase
This event fires server-side (server-side or order management system) and cannot be observed by a browser-based audit.
These tracking scripts are hardcoded directly in your page HTML. Moving them into GTM makes them easier to update, pause, version, and conditionally fire — without touching your code.
Hotjar snippet hardcoded in the page HTML.
Fix: Use the GTM Hotjar community tag template to manage it centrally.
Risk: Updates require a code deploy rather than a GTM publish. No conditional firing or easy pausing.
Microsoft Clarity snippet hardcoded in the page HTML.
Fix: Use the GTM Microsoft Clarity template or a Custom HTML tag.
Risk: Centralising in GTM enables conditional firing and updates without a code deploy.
Microsoft Advertising UET tag hardcoded in the page HTML.
Fix: Use GTM's built-in 'Microsoft Advertising UET' tag type.
Risk: GTM's native UET integration auto-fires standard events; hardcoded UET misses them.
Your tracking has gaps — PayHelm can fix this.
Broken tags mean lost attribution and bad decisions. PayHelm unifies your ecommerce, ad, and analytics data so every number is trustworthy — no guesswork.