Website Tracking & Analytics Audit
Free SEO + tracking audit — see exactly what's broken in under 60 seconds
Your website's tracking setup shows some areas that need attention. Currently, Google Analytics 4 (GA4) is set up and firing correctly, but there are two different GA4 IDs present, which could lead to data discrepancies. There's no Google Tag Manager (GTM) container detected, which means you're using gtag.js directly instead. This isn't necessarily a problem, but it limits flexibility for future tracking enhancements. Additionally, there are no Shopify-native analytics or Trekkie/Web Pixels API detected, which is expected since your site isn't on Shopify. On the homepage, the Meta Pixel and one of the GA4 tags fired as expected, but there's a gap in tracking 'view_item_list' events, which should ideally be captured on this page type. There was also a console error indicating a failed resource load, which could affect site performance or tracking accuracy. Given these findings, it would be wise to audit other key pages like product, cart, and checkout pages next to ensure comprehensive tracking. Since there are some real issues identified, I recommend connecting your store to PayHelm AI for a more detailed analysis and guidance on resolving these gaps.
Tag setup present but not confirmed loading.
GA4 is installed and sending data.
4 of 4 key funnel stages look healthy.
No data-quality issues found in tracked events.
Consent Mode v2 configured.
Tags load quickly.
Conflicting or deprecated analytics IDs detected.
Consent Mode v2 is configured. The default and update calls and the v2 signals (ad_user_data, ad_personalization) are all present.
Tags loaded quickly — no performance concern.
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 were not detected. They send hashed first-party data (email/phone) to recover conversions lost to cookie restrictions — worth enabling if you run Google Ads.
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.
Multiple GA4 measurement IDs were found (G-M7VP7KY6JS, G-BF2FDR6KMM). Sending the same events to more than one GA4 property is sometimes intentional, but is often an accident that doubles event counts or splits data — confirm each ID is meant to be here.
No GTM-XXXX container; gtag.js present instead.
Tags are loaded directly via gtag.js rather than through Tag Manager. That works, but you lose GTM's centralised management, versioning, and conditional firing controls.
Fix this issueG-M7VP7KY6JS, G-BF2FDR6KMM — collect hit observed.
Google Analytics 4 is actively sending pageview/event data.
1 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.
default=true, update=true, signals=[ad_storage, ad_user_data, ad_personalization, analytics_storage, wait_for_update]
Consent Mode v2 is configured. The default and update calls and the v2 signals (ad_user_data, ad_personalization) are all present.
GA4 first hit 1651ms, DOMContentLoaded 721ms
Tags loaded quickly — no performance concern.
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.
Not detected
Google Ads Enhanced Conversions were not detected. They send hashed first-party data (email/phone) to recover conversions lost to cookie restrictions — worth enabling if you run Google Ads.
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.
G-M7VP7KY6JS, G-BF2FDR6KMM
Multiple GA4 measurement IDs were found (G-M7VP7KY6JS, G-BF2FDR6KMM). Sending the same events to more than one GA4 property is sometimes intentional, but is often an accident that doubles event counts or splits data — confirm each ID is meant to be here.
Fix this issuepurchase 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 on this page. Set up 'view_item_list' on your collection/category/search pages for funnel visibility.
Fix this gapNot observed during this load — 'select_item' requires user interaction on collection/category pages. Verify by manually testing the action on that page.
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.
Meta Pixel script (fbevents.js) found hardcoded directly in the page HTML.
Fix: Remove the hardcoded snippet and use a GTM 'Facebook Pixel' or 'Custom HTML' tag instead.
Risk: If GTM also fires Meta Pixel, you'll double-count conversions and inflate ROAS. Centralising in GTM also lets you pause, version, and conditionally fire without a code deploy.
GA4 gtag.js snippet installed directly in the page HTML (outside GTM).
Fix: Remove the hardcoded GA4 snippet and manage it via a GTM 'Google Analytics: GA4 Configuration' tag.
Risk: Running GA4 both directly and via GTM sends duplicate pageviews and inflates every metric in your reports.
Failed to load resource: the server responded with a status of 404 (Not Found)
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.