Website Tracking & Analytics Audit
Free SEO + tracking audit — see exactly what's broken in under 60 seconds
Your website's tracking setup is mostly in good shape, with Google Tag Manager (GTM) and Google Analytics 4 (GA4) firing correctly on your homepage. However, there are a couple of areas that need attention. The dataLayer was not initialized before the GTM container, which can affect the accuracy of your tracking data. Additionally, your site is still using the deprecated Universal Analytics, which should be phased out in favor of GA4 for more accurate and future-proof analytics. There is no Shopify-specific tracking detected, which is expected since your site isn't on Shopify. For your next steps, consider auditing product, cart, and checkout pages to ensure comprehensive tracking across your site. Given the issues identified, I recommend connecting your store to PayHelm AI for a more detailed analysis and guidance.
GTM container installed and loading.
GA4 is installed and sending data.
Not an ecommerce store — scored on basic analytics coverage.
No data-quality issues found in tracked events.
Consent Mode present but incomplete (v2 signals missing).
Tags load quickly.
Conflicting or deprecated analytics IDs detected.
Consent Mode is set up, but the v2 signals (ad_user_data, ad_personalization) were not seen. Consent Mode v2 needs ad_user_data and ad_personalization for Google Ads remarketing and modeling to work.
Tags loaded quickly (GTM in 0.84s) — 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.
SEO basics are mostly in place with a few opportunities to improve.
Title is 70 characters — within the ideal 30–70 character range.
GFL Environmental Inc. - Waste Management & Environmental Services (70 chars)Meta description is 46 characters. Aim for 70–160 chars to maximise click-through rate.
Waste Management & Infrastructure Services (46 chars)One H1 heading found — the recommended structure for every page.
Green Today. Green For Life.No noindex directive — the page is eligible to be indexed.
robots: index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1Canonical tag points to the page itself — no duplicate-content signals sent to search engines.
https://gflenv.com/1 Open Graph tag(s) missing. Complete the set for consistent social link previews.
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 presentThe basics for AI access are in place, but there's no llms.txt yet — an easy, high-leverage addition.
No llms.txt file found. This is a plain-text, markdown-style index of your key pages that AI assistants (ChatGPT, Claude, Perplexity) increasingly check to understand a site quickly.
No /llms.txt found (404 or empty).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, ~1660 words) — AI crawlers are not blocked at the server level.
GPTBot's User-Agent received HTTP 200 with ~1660 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: BreadcrumbList, WebSite, Organization.Meaningful text content is present in the raw HTML response — AI crawlers that don't execute JavaScript can still read and cite this page.
~2125 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.- Add an /llms.txt file listing your most important pages (pricing, docs, product pages) in markdown format — it gives AI assistants a fast, reliable summary of your site instead of guessing from crawled HTML.
- 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.
Marketing & analytics tags observed sending data while the page loaded.
Every dataLayer push observed during page load — with full payload and configuration analysis.
›GTM lifecycle events (4)— 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.
GTM-K6XQ4WV
A Google Tag Manager container is installed on this page.
1/1 container(s) returned a successful gtm.js response.
The container's JavaScript downloaded successfully, so GTM can run.
Found <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 was not clearly initialised before the container snippet.
If the container loads before dataLayer is ready, early values (like ecommerce data) can be lost.
Fix this issueG-VG1V0V3TZC — collect hit observed.
Google Analytics 4 is actively sending pageview/event data.
Found UA-101400970-1.
Universal Analytics stopped processing data in 2023. These tags do nothing and should be removed.
Fix this issuedefault=false, update=false, signals=[ad_storage, analytics_storage], CMP=CookieYes
Consent Mode is set up, but the v2 signals (ad_user_data, ad_personalization) were not seen. Consent Mode v2 needs ad_user_data and ad_personalization for Google Ads remarketing and modeling to work.
Fix this issueGTM 842ms, GA4 first hit 2372ms, DOMContentLoaded 1355ms
Tags loaded quickly (GTM in 0.84s) — 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.
Ecommerce Funnel — Not Applicable
This site doesn't appear to be an online store, so the ecommerce funnel report has been skipped. GTM tag coverage, triggers, variables, and on-page scripts are still audited above.
If this site does sell products, try re-running the audit on a product page URL — that will surface add-to-cart, checkout, and purchase event coverage.
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.