What we detect
We load your page in a real browser and inspect the scripts it loads, the network requests it makes and the events it pushes to the dataLayer. That shows what is actually running, not just what is pasted in the HTML.
- Google Analytics 4 measurement ids, Google Tag Manager containers and leftover Universal Analytics tags.
- Advertising pixels: Google Ads, Meta, LinkedIn Insight, TikTok and Microsoft UET.
- Duplicates: two GA4 properties, the same pixel loaded twice or several GTM containers.
- Conversion events such as generate_lead, form_submit and clicks on phone, email and WhatsApp links.
- Google Consent Mode v2 default and update signals, and server-side tagging hints such as a custom tag domain.
- Privacy-friendly analytics: Plausible, Matomo, Fathom, Umami, Simple Analytics and Pirsch.
Why tracking quality matters
Without reliable measurement you cannot tell whether a new page, a directory listing or an advertising campaign produces enquiries, and you end up spending on what feels right. Duplicated tags inflate page views and conversions; missing events mean form submissions and phone clicks are invisible; a forgotten Universal Analytics snippet has collected nothing since Google switched it off in 2023 and 2024.
In the EEA, Google requires advertisers who use its ad personalisation and remarketing features to send consent signals, which is what Consent Mode v2 does. It complements a consent banner; it does not replace it.
No analytics is a choice — but measure leads somehow
Some firms deliberately run no analytics. That is a legitimate privacy decision, and our audit will not fail you for it, but it will warn that you cannot measure leads. A privacy-friendly, cookieless tool or simply asking every new client how they found you are both lightweight alternatives.
If you do use Google Analytics 4, set up a small number of meaningful events — a form submission, a click on your phone number, a booking — and mark them as key events. That is more useful than a hundred automatically collected interactions.
Finally, tag your own campaign links — newsletters, directory profiles, social posts — with UTM parameters, so that GA4 attributes those visits correctly instead of lumping them under direct or referral traffic. Our UTM builder creates consistent links in seconds, and consistent naming is what makes the reports readable months later.