Is the tracking on my website working?
To check whether your website tracking works, look at what the page actually loads: an analytics tool, the ad pixels you pay for, a consent banner, and UTM tags that survive every redirect. This free checker from InstinctGTM reads your pages, marks each tag Found, Not found or Can't confirm, and lists the leaks in order of what they cost you.
No signup. The result is yours before we ask for anything.
Check your own site
The rules, as published
InstinctGTM starting rules v1.0, published 2026-10-28. Our own rules, never an industry benchmark.
| Tag | Kind | Can Tag Manager hide it | Can your own scripts hide it |
|---|---|---|---|
| Google Tag Manager | Analytics | No | No |
| Google Analytics 4 | Analytics | Yes | No |
| PostHog | Analytics | Yes | Yes |
| Plausible | Analytics | Yes | Yes |
| InstinctGTM analytics | Analytics | Yes | No |
| Meta Pixel | Ad pixels | Yes | No |
| Google Ads tag | Ad pixels | Yes | No |
| LinkedIn Insight Tag | Ad pixels | Yes | No |
| TikTok Pixel | Ad pixels | Yes | No |
| X Pixel | Ad pixels | Yes | No |
| Consent banner | Consent | Yes | Yes |
| Google Consent Mode | Consent | Yes | No |
| Booking tool from another site | Off-site conversions | No | No |
| Form hosted on another site | Off-site conversions | No | No |
| Order | Leak | Fix |
|---|---|---|
| 1 | No analytics found on the pages scanned, so visits are not being counted. | Add one analytics tool to every page, in the page head, and check a visit shows up the same day. |
| 2 | Your UTM tags are dropped on redirect. Ad and email clicks will show as direct traffic. | Make every redirect carry the query string through to the page it lands on. |
| 3 | The page people see after they buy, book or sign up carries no tag, so the sale is never tied to where the buyer came from. | Put your analytics and every ad pixel you run on that page, and fire one conversion event there. |
| 4 | Bookings happen in a tool on another site. A booking there is not counted on yours unless that tool sends it back. | Turn on the booking tool’s own analytics or redirect to a thank-you page on your site after each booking. |
| 5 | A form here is hosted on another site, so a sign-up through it may never reach your analytics. | Send people to a thank-you page on your own site after the form, and count the conversion there. |
| 6 | Ad tags run here and no consent banner was found. Visitors from places that require consent may not be counted, and the tags may break those rules. | Add a consent banner before ad tags fire, and turn on Google Consent Mode if you use Google tags. |
| 7 | No ad pixel found. If you run paid ads, the ad platform cannot see who bought and cannot learn from it. | If you run ads, add that platform’s pixel to every page and fire a conversion on the thank-you page. |
| 8 | The canonical tag is missing or points at a different address, so search engines may count this page under another URL. | Add <link rel="canonical"> with this page’s own address, without tracking tags. |
- v1.0, 2026-10-28: First published rules: fourteen tags, three page checks, eight kinds of leak.
A worked example
Example page: instinctgtm.com, scanned on 28 Oct 2026, reduced to what the scan saw
- Can’t confirm
- Can’t confirm
- Can’t confirm
- Found
- Found
How this works
- 1The page you give is read as the server sends it, with up to 3 more pages on the same site found by their links: pricing, booking or demo, and sign-up or contact.
- 2Analytics it looks for: Google Tag Manager, Google Analytics 4, PostHog, Plausible, InstinctGTM analytics.
- 3Ad pixels it looks for: Meta Pixel, Google Ads tag, LinkedIn Insight Tag, TikTok Pixel, X Pixel.
- 4Consent it looks for: Consent banner, Google Consent Mode. Off-site conversions it looks for: booking tool from another site, form hosted on another site.
- 5Each tag is Found when its code is in the HTML of a page read. When Google Tag Manager is on the page and a tag is not, that tag is Can’t confirm, because Tag Manager can load it where no HTML scan can see. Only with no Tag Manager is a tag Not found.
- 6Some tags often live inside a site’s own JavaScript, out of sight of the HTML. On a page that loads its own scripts, these are Can’t confirm too: PostHog, Plausible, Consent banner.
- 7The address is requested again with test UTM tags added, every redirect is followed, and the tags are looked for on the address it lands on.
- 8The canonical tag is read and compared with the address the page landed on.
- 9Leaks are listed in this order, the costliest first: no analytics, utm dropped, thank you untagged, offsite booking, offsite form, no consent, no ad pixel, canonical. Each carries one fix.
What it cannot tell you
- It reads HTML. A tag loaded by Tag Manager, or added by a script after the page loads, cannot be seen, and is marked Can’t confirm rather than missing.
- Found means the code is on the page, not that it fires or sends the right events. Confirm events in each platform’s own test view.
- A redirect done by JavaScript runs in the browser, so the UTM check only sees redirects the server makes.
- It reads public pages. A checkout or thank-you page behind a login, or one that needs an order number, cannot be read.
Questions people ask
How do I check if my Meta Pixel is working?
Look for the pixel code on your pages first: this checker does that, and so does Meta’s Pixel Helper browser extension. Then open Events Manager in Meta and check that recent events arrive from your site. Code on the page that never sends an event is the commonest fault.
Why do UTM parameters disappear after a redirect?
Because the redirect rule sends visitors to the new address without the query string. An old page sent to a new one, a move from http to https, or a missing or extra slash are the usual places it happens. The fix is a redirect that carries the query string through.
How do I know if Google Analytics is installed on my website?
Search the page source for a gtag script with an ID starting G-, or for Google Tag Manager, which can load Analytics from its own container. If only Tag Manager is there, open Tag Manager’s preview mode to see what it loads.
Can a tracking checker see tags loaded by Google Tag Manager?
Not from the page’s HTML. Tag Manager loads its tags from a separate container after the page starts, so any tool that reads HTML can only say it cannot confirm them. Tag Manager’s own preview mode shows what actually fires.
Why are conversions not tracked when people book a call?
Usually because the booking happens inside a tool hosted on another site, where your analytics and pixels are not running. Send people to a thank-you page on your own site after they book, and count the conversion there.
The short version, if you would rather not run it
Tracking breaks quietly. A redirect drops the UTM tags and every ad click shows up as direct traffic. A booking tool on another domain takes the conversion with it. A pixel installed last year was removed in a redesign and nobody noticed, because the site still works.
The checks worth running are few: one analytics tool on every page, the pixels for the ads you pay for, UTM tags that reach the page people land on, and a tag on the page people see after they buy. Each one, broken, makes a paying channel look like it does nothing.
Be careful with any tool, this one included, that calls a tag missing when Tag Manager is on the page. Tag Manager loads tags out of sight of an HTML scan, so the honest answer there is that the tag cannot be confirmed, and Tag Manager’s own preview mode is where to look next.
The other tools
- How do I get the transcript of a YouTube video?
- How do I get the text of a TikTok video?
- How do I get the transcript of an Instagram Reel?
- How do I turn a post into a shareable image?
- How do I make a YouTube link open in the app?
- How many characters is my post, the way X counts?
- What is my engagement rate, and is it any good?
- Will email from my domain land in the inbox?
- Do AI assistants recommend my company?
- Which directories should my SaaS be listed in?
- What is wrong with my cold email?
- Does my writing sound like AI?
- Where do my buyers actually hang out?
- What does my website actually say I do?
- Which companies are buying what I sell right now?
- How do I make bold or italic text in a LinkedIn post?
- Is my homepage headline any good?
- Should I kill or keep this marketing channel?
- Which marketing channel should I start with?
- How many sales calls do I need to hit my revenue goal?
By Radwan, founder of InstinctGTM · Published 2026-10-28 · Rules v1.0 · What our bot reads