Website Tracking & Analytics Audit

shop.oliviaphotography.ca Tracking & SEO Audit — Grade F

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

Works, with issueshttps://shop.oliviaphotography.ca/

Read the full audit summary

The audit of your website's home page revealed several key areas of concern. Firstly, there is no Google Tag Manager (GTM) container present, and Google Analytics 4 (GA4) is not firing, which means you're missing out on important tracking data. Additionally, your Shopify store is not utilizing its native analytics tools, such as Trekkie or the Web Pixels API, which could help in understanding customer interactions better. There are no duplicate pixel risks detected, but the absence of these analytics tools is a significant gap. For a comprehensive understanding of your site's performance, I recommend auditing other critical pages like product pages, the cart, and the checkout process. Given the current gaps, it would be beneficial to connect your store to PayHelm AI for enhanced analytics and insights.

SEO review not includedAI discovery review not included

What to look at first

Priorities below are taken directly from findings in this report.

Shopify Store Detectedhxfpms-n5.myshopify.com

Trekkie / Native Analytics

Not detected

Web Pixels API

Not observed

Shopify Analytics

Not detected

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.

JavaScript errors (2)

Failed to load resource: the server responded with a status of 429 ()

Failed to load resource: the server responded with a status of 404 ()

Overall Tracking Health

47out of 100Grade FPoor

Tag manager installed0/20

No GTM container or gtag.js detected.

GA4 tracking0/20

No GA4 measurement detected.

Ecommerce funnel coverage20/20

4 of 4 key funnel stages look healthy.

Data quality15/15

No data-quality issues found in tracked events.

Consent Mode0/10

Consent Mode not detected.

Performance7/10

Tag load timing not measured.

No conflicts5/5

No conflicting analytics IDs.

Advanced Tracking Features

Consent Mode v2Warning

No Google Consent Mode was detected. Since March 2024 Google requires Consent Mode v2 for sites with EEA/UK traffic running Google Ads — without it, conversion and remarketing data is lost for users who haven't consented.

default: noupdate: no✗ ad_user_data✗ ad_personalization

Tag PerformanceInfo

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

DOM ready 0.45sPage load 0.45s

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 containerWarning

No GTM container found.

No Google Tag Manager container was found on this page. If you rely on GTM for analytics and ads tags, nothing will fire.

Fix this issue

GA4 firingInfo

No GA4 measurement detected.

No Google Analytics 4 tag was detected on this page.

JavaScript errors during loadInfo

2 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.

Shopify platform detectedPass

Shop: hxfpms-n5.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)Info

Trekkie not detected

Shopify's native Trekkie analytics was not detected. This library powers Shopify's own analytics dashboard and is normally present on all standard storefronts.

Shopify Web Pixels API (Customer Events)Info

Web Pixels API not observed

Shopify's Web Pixels API was not detected on this page. Pixels managed via Shopify Admin → Settings → Customer Events use this API and run in a sandboxed environment separate from GTM.

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

No consent API calls observed

Fix this issue

Tag load performanceInfo

DOMContentLoaded 448ms

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

1 gap to verify0 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: ViewContent

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.

Fix this gap

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: ViewContent

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: AddToCart

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_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_cart

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: 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_info

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: AddPaymentInfo

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: Purchase

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.

On-page Scripts — Should Be in GTM (1)

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.

Microsoft Clarity

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.

Report ID: 97016b1258

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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