Analytics tag

Without an analytics tag, nothing flows into Google Ads, Looker, or your reporting.

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.

The fix

If Plausible / Matomo is the intended stack, ignore this finding. Otherwise install GA4 or GTM, ideally via a tag manager.

Matching template

GA4 and Google Ads Consent Mapping

Documents which data flows from GA4 to Google Ads and which signal governs each flow.

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Check it yourself first

The Tracking Check tests this point along with all the others, in seconds.

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Asked often

What does a failing "Analytics tag" check 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 a failing "Analytics tag" check?

If Plausible / Matomo is the intended stack, ignore this finding. Otherwise install GA4 or GTM, ideally via a tag manager.

The fix, delivered

Wired up in days, not sprints.

Findings from the Tracking Check go into a ranked sequence with effort estimates in the Audit Sprint, every module with an acceptance criterion.

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