What we check
Every check, in plain language
The scan uses only what a visitor's browser can see. Each check follows the ad platforms' own public setup guidance. When the scan cannot tell, it says so instead of guessing.
Basics
Page loads
The page answers without an error. Bot protection can block scanners; the report says so if results may be incomplete.
Google tag or Tag Manager installed
gtag.js or a GTM container loads, from Google or served first-party.
GA4 configured and sending
A GA4 property is configured and a page view actually reaches GA4, before or after consent.
Each ad platform sends events
For every ad platform found, the tag does not just load: it sends at least a page view.
Accounts
Duplicate or foreign IDs
More than one Google Ads account, Meta pixel, TikTok pixel or other ad ID on the same page. Usually a previous agency's tag.
More than one GA4 property or GTM container
Can be intentional (roll-up properties), but often double-counts.
Consent
Google Consent Mode v2 default
A consent default is set before any Google tag fires and includes ad_user_data and ad_personalization.
Accept updates Google
Clicking "accept" on the banner sends a consent update with granted values.
Reject is respected
In a second visit we click "reject all" and reload. No ad pixel may keep sending, and Google must not report consent as granted.
No pixels before consent
Meta, TikTok, Microsoft, LinkedIn, Snapchat, Pinterest and the rest wait until the visitor accepts.
Consent signals on Google requests
GA4 and Ads requests carry the gcs/gcd consent parameters.
Standard consent frameworks
Whether the page exposes IAB TCF v2 (EU) or IAB GPP (US states) to tags. Banners are found in 12 languages and 16 common consent platforms.
Attribution
Click IDs survive redirects
We load the page with test values for every platform's click ID (gclid, gbraid, wbraid, dclid, fbclid, ttclid, msclkid, li_fat_id, ScCid, epik, twclid, rdt_cid and more) and check that redirects keep them.
Purchases
Purchase events are complete
On an order confirmation page: GA4, Google Ads, Meta, TikTok and Microsoft purchase events carry a value, an ISO currency code and an order or event ID for deduplication.
Privacy
No email addresses in pixel requests
No plain-text email address is sent to any ad or analytics platform. We never store the address we find.
Resilience
First-party serving
The Google tag is served from your own domain (Google tag gateway or server-side GTM), which keeps measurement working when browsers block trackers.
Platforms we recognise
25 platforms. Tier 1 are the largest ad platforms worldwide; tier 2 are common in e-commerce or in specific regions.
| Platform | Type | Tier | Click ID tested |
|---|---|---|---|
| Google tag / Tag Manager | Tag manager | 1 | — |
| Google Analytics 4 | Analytics | 1 | — |
| Google Ads | Advertising | 1 | gclid gbraid wbraid |
| Floodlight (DV360 / CM360) | Advertising | 1 | dclid |
| Meta (Facebook & Instagram) | Advertising | 1 | fbclid |
| TikTok | Advertising | 1 | ttclid |
| Microsoft Advertising (Bing UET) | Advertising | 1 | msclkid |
| Amazon Ads | Advertising | 1 | — |
| LinkedIn Insight Tag | Advertising | 1 | li_fat_id |
| Snapchat | Advertising | 1 | ScCid |
| Advertising | 1 | epik | |
| X (Twitter) | Advertising | 1 | twclid |
| Advertising | 1 | rdt_cid | |
| The Trade Desk | Advertising | 2 | — |
| Criteo | Advertising | 2 | — |
| Adform | Advertising | 2 | — |
| Taboola | Advertising | 2 | — |
| Outbrain | Advertising | 2 | — |
| Quora | Advertising | 2 | — |
| Yahoo DSP | Advertising | 2 | — |
| Awin | Advertising | 2 | awc |
| Yandex Metrica | Analytics | 2 | yclid |
| LINE Tag | Advertising | 2 | ldtag_cl |
| Naver | Advertising | 2 | NaPm |
| Kakao | Advertising | 2 | — |
Server-side events (Meta Conversions API, TikTok Events API and similar) are invisible to a public scan. The report never marks them as working or broken.