Check explainer
Analytics tag
Without an analytics tag, nothing flows into Google Ads, Looker, or your reporting.
- critical
- note
- ok
What we check
Detects GA4, GTM, Plausible, Matomo, and Piwik PRO directly in the HTML.
Why it matters
Without an analytics tag, nothing flows into Google Ads, Looker, or your reporting.
Common causes
- The site deliberately tracks server-side or cookieless, then the finding is expected and not an error.
- The tag sits behind the CMP blocking and only appears after consent, invisible to the static scan.
- After a relaunch the tracking snippet simply did not move along.
- An ad or tracking blocker at CDN level filters the known script hosts before delivery.
How to fix it
If Plausible / Matomo is the intended stack, ignore this finding. Otherwise install GA4 or GTM, ideally via a tag manager.
What does a failing Analytics tag finding mean?
Without an analytics tag, nothing flows into Google Ads, Looker, or your reporting. If Plausible / Matomo is the intended stack, ignore this finding. Otherwise install GA4 or GTM, ideally via a tag manager.
How do you fix Analytics tag?
If Plausible / Matomo is the intended stack, ignore this finding. Otherwise install GA4 or GTM, ideally via a tag manager.