Website Tracking & Analytics Audit

langtons.com.au Tracking & SEO Audit — Grade A

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

Problems foundhttps://www.langtons.com.au/

Read the full audit summary

Your website's tracking setup has some critical issues that need attention. While the Google Tag Manager (GTM) and Google Analytics 4 (GA4) are functioning correctly on your homepage, there's a warning about the absence of a <noscript> fallback, which could affect users with JavaScript disabled. Additionally, Google Consent Mode is not fully optimized, which may impact how consent is managed for tracking. Importantly, Shopify's native analytics and Trekkie/Web Pixels API are not detected, which is unusual for a Shopify store and could lead to missing insights. There are no duplicate pixel risks detected, which is good. Next, you should audit your product, cart, checkout, and order-confirmation pages to ensure comprehensive tracking across your site. Given the issues found, I recommend connecting your store to PayHelm AI for a more detailed analysis and assistance in resolving these gaps.

What to look at first

Priorities below are taken directly from findings in this report.

SEO Review

53out of 100Grade DNeeds work

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

Title tagPass

Title is 64 characters — within the ideal 30–70 character range.

Australia's Premier Fine Wine destination | LANGTONS Fine Wines (64 chars)

Meta descriptionWarning

Meta description is 395 characters. Google may truncate descriptions over ~160 chars.

Since 1988, LANGTONS has been home to extraordinary fine wine. Beginning as a specialist wine auctio… (395 chars)

H1 headingWarning

No H1 heading found. Search engines use H1 to understand the page's primary topic — every page should have exactly one.

No H1 tag found.

Robots / indexabilityPass

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

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

Canonical URLWarning

No canonical tag found. Adding one prevents duplicate-content issues when a page is accessible via multiple URLs.

No canonical link tag found.

Open Graph tagsInfo

No Open Graph tags found. Add og:title, og:description, and og:image for rich 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

48out of 100Grade DNeeds work

The basics for AI access are in place, but there's no llms.txt yet — an easy, high-leverage addition.

llms.txt fileWarning

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).

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 testInfo

We attempted to fetch your homepage using GPTBot's real User-Agent string to check for server/firewall-level blocking, but the request itself failed (network/timeout). This doesn't necessarily mean AI crawlers are blocked.

Could not verify — the live fetch as GPTBot timed out or failed to connect.

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.

~1495 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 integrityInfo

There were no outbound links in llms.txt or skill.md to check for hallucinated endpoints or domains.

Skipped — no llms.txt or skill.md found.

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

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.

GTM-K9KL6Vruntime

Loaded

Tags(4)

Marketing & analytics tags observed sending data while the page loaded.

Google AdsConversion / Remarketing

2 hits

Microsoft Ads (UET)Conversion / Remarketing

3 hits

Meta PixelPixel

5 hits

Google Analytics 4GA4 Event · G-YVRBRX9YM6

1 hit

Triggers(5)

Every dataLayer push observed during page load — with full payload and configuration analysis.

›GTM lifecycle events (4)— gtm.js, gtm.dom, gtm.load, etc.

Variables(14)

Data points present in the dataLayer that your tags can read (the values pushed alongside each event).

gtm.starteventgtm.uniqueEventIdpage_pathpage_locationcontent_groupcontent_group2user_idgtm.elementgtm.elementClassesgtm.elementIdgtm.elementTargetgtm.triggersgtm.elementUrl

Network hits(14)

The actual tracking requests your browser sent — the ground-truth proof that a tag fired.

200gtm.jshttps://www.googletagmanager.com/gtm.js?id=GTM-K9KL6V

beaconadshttps://ad.doubleclick.net/ccm/s/collect?auid=1111924959.1793884531&gtm=45He6b31v6614565za200zd6614565xeaxf1&fmt=8

200adshttps://bat.bing.com/bat.js

200pixelhttps://connect.facebook.net/en_US/fbevents.js

200gtag.jshttps://www.googletagmanager.com/gtag/js?id=DC-6045411&cx=c&gtm=4e6b31

200adshttps://bat.bing.com/p/action/5994087.js

204adshttps://bat.bing.com/action/0?ti=5994087&Ver=2&mid=8bae4899-a647-4b22-a84e-f89df537d20e&bo=1&sid=f9e27540d91a11f1849bcf81556af4db&vid=f9e2a4e0d91a11f196b795c9fd

200gtag.jshttps://www.googletagmanager.com/gtag/js?id=G-YVRBRX9YM6&cx=c&gtm=4e6b31

200pixelhttps://connect.facebook.net/signals/config/306356719751854?v=2.9.435&r=stable&domain=www.langtons.com.au&hme=4453c87d489b6902031c012cadd2731893cd69feb64fe8a61b

204adshttps://stats.g.doubleclick.net/g/collect?v=2&tid=G-YVRBRX9YM6&cid=974376809.1793884531&gtm=45je6b31v880450810z86614565za20gzb6614565zd6614565xf1&rcb=18&aip=1&d

beaconga4-collecthttps://analytics.google.com/g/collect?v=2&tid=G-YVRBRX9YM6&gtm=45je6b31v880450810z86614565za20gzb6614565zd6614565xf1&_p=1793884530233&_gaz=1&gcd=13l3l3l3l1l1&n

200pixelhttps://www.facebook.com/tr/

200pixelhttps://connect.facebook.net/signals/config/1277531184355750?v=2.9.435&r=stable&domain=www.langtons.com.au&hme=4453c87d489b6902031c012cadd2731893cd69feb64fe8a61

200pixelhttps://www.facebook.com/tr/?id=1277531184355750&ev=PageView&dl=https%3A%2F%2Fwww.langtons.com.au%2F&rl=&if=false&ts=1793884531691&iw=false&sw=800&sh=600&v=2.9.

Overall Tracking Health

95out of 100Grade AExcellent

Tag manager installed20/20

GTM container installed and 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).

Performance10/10

Tags load quickly.

No conflicts5/5

No conflicting analytics IDs.

Advanced Tracking Features

Consent Mode v2Warning

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.

default: yesupdate: yes✓ ad_storage✗ ad_user_data✗ ad_personalizationCMP: OneTrust

Tag PerformancePass

Tags loaded quickly (GTM in 1.26s) — no performance concern.

GTM 1.26sGA4 first hit 1.84sDOM ready 1.10sPage load 2.62s

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 ConversionsPass

Google Ads Enhanced Conversions appear to be set up — hashed first-party data is being passed to improve conversion accuracy.

enhanced_conversion_data in code

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 CoverageFail

Neither checkout nor purchase tracking was observed. These are the events that matter most for revenue reporting — confirm begin_checkout and purchase fire end-to-end.

Checks

GTM container detectedPass

GTM-K9KL6V

A Google Tag Manager container is installed on this page.

Container script loads (gtm.js)Pass

1/1 container(s) returned a successful gtm.js response.

The container's JavaScript downloaded successfully, so GTM can run.

Noscript fallback presentWarning

No <noscript> fallback found in the HTML source.

The recommended <noscript> fallback is missing. It's minor, but Google's standard install includes it.

Fix this issue

GA4 firingPass

G-YVRBRX9YM6 — collect hit observed.

Google Analytics 4 is actively sending pageview/event data.

Google Consent Mode v2Warning

default=true, update=true, signals=[ad_storage], CMP=OneTrust

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 issue

Tag load performancePass

GTM 1260ms, GA4 first hit 1837ms, DOMContentLoaded 1101ms

Tags loaded quickly (GTM in 1.26s) — no performance concern.

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)Pass

enhanced_conversion_data in code

Google Ads Enhanced Conversions appear to be set up — hashed first-party data is being passed to improve conversion accuracy.

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 coverageFail

purchase observed=false, checkout page audited=true

Neither checkout nor purchase tracking was observed. These are the events that matter most for revenue reporting — confirm begin_checkout and purchase fire end-to-end.

Fix this issue

Marketing Funnel Coverage

1 observed· 10 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: ViewContentfound in JS ✓

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.

Product Click from Listmedium

select_itemfound in JS ✓

Not observed during this load — 'select_item' requires user interaction on collection/category pages. Verify by manually testing the action on that page.

Consideration

Product Detail Page Viewcritical

view_itemMeta: ViewContentfound in JS ✓

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: AddToCartfound in JS ✓

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_cartfound in JS ✓

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_cartvia cart page

Observed on cart page — this stage is firing correctly.

Checkout Funnel

Begin Checkoutcritical

begin_checkoutMeta: InitiateCheckout

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_infofound in JS ✓

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: AddPaymentInfofound in JS ✓

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: Purchasefound in JS ✓

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.

Cart/cart

GTM: GTM-K9KL6VGA4: firingMicrosoft Ads (UET), Meta Pixel, Google (gtag.js) +1

gtm.domview_cartgtm.loadgtm.click

Report ID: e7732e7b21

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.

Fix this issue Try PayHelm free

Ask a follow-up question