Website Tracking & Analytics Audit

friendlywater.co.uk Tracking & SEO Audit — Grade B

A saved report based on tracking and pages observed during this scan.

Works, with issueshttps://www.friendlywater.co.uk/

Read the full audit summary

Your website's tracking setup has a few areas that need attention. Google Analytics 4 is correctly set up and fired as expected on your homepage, which is a good sign for tracking visitor data. However, Shopify's native analytics tool, Trekkie, did not fire correctly, which could mean some Shopify-specific data isn't being captured. Additionally, there is a warning related to Google Consent Mode, suggesting that consent settings might not be fully optimized. There is no immediate risk of duplicate pixel firing, as your Web Pixels API is functioning correctly. Next, I recommend auditing other key pages like product, cart, and checkout pages to ensure comprehensive tracking coverage. Given the issues identified, consider connecting your store to PayHelm AI for a more detailed analysis and recommendations.

What to look at first

Priorities below are taken directly from findings in this report.

SEO Review

65out of 100Grade CFair

4 SEO improvements identified — addressing them could meaningfully boost organic visibility.

Title tagWarning

Title is only 14 characters. Google shows 50–70 chars — consider expanding.

Friendly Water (14 chars)

Meta descriptionWarning

No meta description. While not a direct ranking factor, a good description significantly improves click-through from search results.

No meta description found.

H1 headingWarning

2 H1 headings found. Most SEO guidance recommends a single H1 per page to signal the primary topic clearly.

2 H1 tags found.

Robots / indexabilityPass

No noindex directive — the page is eligible to be indexed.

No robots meta tag (defaults to index, follow).

Canonical URLPass

Canonical tag points to the page itself — no duplicate-content signals sent to search engines.

https://www.friendlywater.co.uk/

Open Graph tagsWarning

1 Open Graph tag(s) missing. Complete the set for consistent social link previews.

og:title ✓ og:description ✓ og:image ✗

Structured data (Schema.org)Pass

Structured data found — search engines can use it to generate rich results (star ratings, FAQs, products, breadcrumbs, etc.).

JSON-LD script found

Mobile viewportPass

Viewport meta tag found — the page is set up for mobile-friendly rendering.

viewport meta tag present

AI Discovery & AI SEOOpen to AI

76out of 100Grade BGood

2 AI discoverability gaps found — closing them improves your odds of being cited by ChatGPT, Claude, Perplexity, and Google AI Overviews.

llms.txt filePass

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 8 linked resources.

skill.md fileInfo

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.

AI crawler access (robots.txt)Pass

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.

Live AI crawler testPass

GPTBot's User-Agent successfully fetched the real page (HTTP 200, ~302 words) — AI crawlers are not blocked at the server level.

GPTBot's User-Agent received HTTP 200 with ~302 words of visible text.

Structured data for AI answersPass

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.

Server-rendered contentPass

Meaningful text content is present in the raw HTML response — AI crawlers that don't execute JavaScript can still read and cite this page.

~486 words of text visible in the raw HTML response.

XML sitemapWarning

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.

llms.txt / skill.md link integrityWarning

3 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.

3 of 15 referenced links didn't resolve: https://www.friendlywater.co.uk/.well-known/ucp` (returned HTTP 404); https://www.friendlywater.co.uk/api/ucp/mcp` (returned HTTP 404); https://shop.app/SKILL.md](https://shop.app/SKILL.md (returned HTTP 429).

AI crawlers

GPTBot ✓OAI-SearchBot ✓ChatGPT-User ✓ClaudeBot ✓Claude-Web ✓anthropic-ai ✓PerplexityBot ✓Perplexity-User ✓Google-Extended ✓Applebot-Extended ✓Bytespider ✓CCBot ✓Amazonbot ✓cohere-ai ✓Meta-ExternalAgent ✓

Opportunities

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 3 broken links in llms.txt/skill.md (https://www.friendlywater.co.uk/.well-known/ucp`, https://www.friendlywater.co.uk/api/ucp/mcp`, https://shop.app/SKILL.md](https://shop.app/SKILL.md) — AI agents that follow them will hit a dead end instead of your content.

AI Build Signals

Assessment complete

Evidence strength

0/100

Not a percentage of AI-generated code

Confidence: low

Insufficient evidence to identify an AI coding tool or build model from the inspected public page.

Insufficient evidence. No builder signals were found in the inspected material; that does not mean AI was not used.

Attribution is based only on observable evidence in this audit. A detected tool does not establish which parts of a site it produced.

No builder or coding-assistant signals were identified in the available evidence. This does not establish that AI was not used.

Model unknown — no model was identified in the available evidence.

Assessment limitations

The score measures observable AI-build evidence, not the percentage of AI-written code or the probability that AI was used.
Page credits and metadata are self-reported and can be removed, copied, or spoofed. These findings do not verify authorship.
A coding tool can use many models. Models are listed only when the page explicitly attributes its build to them; runtime AI integrations are not build evidence.
Frameworks, UI libraries, hosting, and visual style do not prove AI use. No detected signals does not mean no AI was used.
Only the audited page source and rendered page are inspected. Private repositories, development history, prompts, and private configuration are not accessed.
Scoring rubric: generator metadata 85/100; explicit build credit 70/100; builder companion script 45/100. Multiple attributed tools add 5 points; repeated captures do not add points.

Shopify Store Detectedftdb2z-ec.myshopify.com

Trekkie / Native Analytics

Present — no beacon observed

Web Pixels API

Active (Customer Events sandbox)

Shopify Analytics

Present

On Shopify, pixels can fire from three independent sources: GTM tags, hardcoded theme code, and Shopify Customer Events. Duplicate fires inflate conversion counts and corrupt ROAS — see the checks below for details.

No GTM container was detected on this page.

Overall Tracking Health

84out of 100Grade BGood

Tag manager installed12/20

Tag setup present but not confirmed loading.

GA4 tracking20/20

GA4 is installed and sending data.

Ecommerce funnel coverage20/20

4 of 4 key funnel stages look healthy.

Data quality15/15

No data-quality issues found in tracked events.

Consent Mode5/10

Consent Mode present but incomplete (v2 signals missing).

Performance7/10

Tag load timing not measured.

No conflicts5/5

No conflicting analytics IDs.

Advanced Tracking Features

Consent Mode v2Warning

The v2 consent signals were seen, but a consent update after the user chooses was not observed. Consent Mode v2 needs both a gtag('consent','default',…) call before tags load and a gtag('consent','update',…) call once the visitor responds (CMP: Shopify Customer Privacy).

default: yesupdate: no✓ analytics_storage✓ ad_storage✓ ad_user_data✓ ad_personalizationCMP: Shopify Customer Privacy

Tag PerformanceInfo

No tag load timing was captured (the container may not have loaded, or timing was unavailable).

DOM ready 0.89sPage load 1.60s

Cross-domain TrackingInfo

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.

Enhanced ConversionsInfo

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.

User-ID TrackingInfo

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.

Checkout & Purchase CoverageWarning

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.

Checks

GTM containerInfo

No GTM-XXXX container; gtag.js present instead.

No GTM container detected. This store relies on Shopify Web Pixels and direct gtag.js — a perfectly valid architecture for Shopify. GTM may improve centralised management but is not required.

GA4 firingPass

G-T8ZQTR4355 — collect hit observed.

Google Analytics 4 is actively sending pageview/event data.

Shopify platform detectedPass

Shop: ftdb2z-ec.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.

Shopify native analytics (Trekkie)Warning

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 issue

Shopify Web Pixels API (Customer Events)Pass

Web 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.

Shopify platform detectedInfo

cdn.shopify.com / window.Shopify

This site runs on Shopify. Tracking setup and common pitfalls differ by platform, which is factored into this audit.

Google Consent Mode v2Warning

default=true, update=false, signals=[analytics_storage, ad_storage, ad_user_data, ad_personalization], CMP=Shopify Customer Privacy

Fix this issue

Tag load performanceInfo

DOMContentLoaded 893ms

No tag load timing was captured (the container may not have loaded, or timing was unavailable).

Cross-domain trackingInfo

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.

Enhanced Conversions (Google Ads)Info

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.

User-ID tracking (GA4)Info

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.

Checkout / purchase coverageWarning

purchase observed=false, checkout page audited=false

Fix this issue

Marketing Funnel Coverage

0 observed· 11 not auditable on this page

Funnel 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

Product List / Collection Viewhigh

view_item_listMeta: ViewContentShopify: collection_viewed ✓

Not observed firing, but Shopify's native 'collection_viewed' event was found in the site's JavaScript — this maps to 'view_item_list'. It may route through Shopify Customer Events or Web Pixels rather than GTM. 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.

Product Click from Listmedium

select_item

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

Product Detail Page Viewcritical

view_itemMeta: ViewContentShopify: product_viewed ✓

Not observable on home pages — 'view_item' only fires on product detail pages. Audit that page type to verify coverage.

Cart Activity

Add to Cartcritical

add_to_cartMeta: AddToCartShopify: product_added_to_cart ✓

Not observable on home pages — 'add_to_cart' only fires on product pages and cart. Audit that page type to verify coverage.

Remove from Cartmedium

remove_from_cartShopify: product_removed_from_cart ✓

Not observable on home pages — 'remove_from_cart' only fires on cart page. Audit that page type to verify coverage.

Cart / Bag Page Viewhigh

view_cartShopify: cart_viewed ✓

Not observable on home pages — 'view_cart' only fires on cart page. Audit that page type to verify coverage.

Checkout Funnel

Begin Checkoutcritical

begin_checkoutMeta: InitiateCheckoutShopify: checkout_started ✓

Not observable on home pages — 'begin_checkout' only fires on checkout entry page. Audit that page type to verify coverage.

Shipping Info Enteredhigh

add_shipping_infoShopify: checkout_shipping_info_submitted ✓

Not observable on home pages — 'add_shipping_info' only fires on checkout shipping step. Audit that page type to verify coverage.

Payment Info Enteredhigh

add_payment_infoMeta: AddPaymentInfoShopify: payment_info_submitted ✓

Not observable on home pages — 'add_payment_info' only fires on checkout payment step. Audit that page type to verify coverage.

Purchase / Order Confirmationcritical

purchaseMeta: PurchaseShopify: checkout_completed ✓

Not observable on home pages — 'purchase' only fires on order confirmation / thank-you page. Audit that page type to verify coverage.

Post-Purchase

Refund / Order Cancellationlow

refund

This event fires server-side (server-side or order management system) and cannot be observed by a browser-based audit.

Multi-page Coverage — 1 additional page checked

The audit automatically visited additional page types discovered on the site to verify tags fire across the full funnel, not just on the entry page.

Collection/collections/water-softeners

GTM: not loadedGA4: firingGoogle (gtag.js), Google Ads

gtm.domgtm.load

Report ID: c18339e34c

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.

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