Advertising pixels are present
Why this matters
Missing conversion tags mean no remarketing audiences, no conversion optimisation, and no way to measure advertising return.
How this tool detects it
The tool checks five advertising technologies separately: Google Ads (googleadservices.com/pagead/conversion or an AW- ID), Meta Pixel (fbevents.js or fbq('init')), TikTok Pixel (analytics.tiktok.com), LinkedIn Insight (snap.licdn.com) and Microsoft UET (bat.bing.com).
Each is judged on its own and the report names the platforms that were actually found. Finding none at all is reported as a warning rather than a failure — for a site that does not advertise, that is correct.
There is one additional cross-check: if a Google Ads tag is present but no Consent Mode v2 signals are found, the report adds a note, because that combination distorts advertising performance data.
Where this check can mislead you
Static analysis has limits. These are the cases where this particular check will report a result that does not match reality — worth knowing before you act on it.
- Detecting a pixel is not the same as configuring its events. The tool confirms the pixel script exists but cannot verify that purchase events carry the right value, currency and
transaction_id. Those mistakes are harder to spot than a missing pixel. - Server-side conversion APIs are not detected. Events sent through the Conversions API do not appear in page source.
- Whether pixels are correctly blocked by consent signals is not judged. A pixel that keeps firing after consent is refused is common and easy to miss.
- Conversion import accuracy cannot be assessed. That has to be reconciled in Ads Manager; static checks cannot do it.
Examples
<script async src="https://www.googletagmanager.com/gtag/js?id=G-ABC123"></script>
<script>
gtag('config', 'AW-123456789');
</script>
<script src="https://connect.facebook.net/en_US/fbevents.js"></script>
<script>fbq('init', '1234567890');</script>Every platform ID is correct. Note that the quality of event and value configuration cannot be confirmed by static analysis.
<script src="https://connect.facebook.net/en_US/fbevents.js"></script>
<script>
fbq('init', '1234567890');
fbq('track', 'Purchase'); // event fires, but no value or currency
</script>This tool reports this check as passing, yet the conversion reaches the platform without an amount. ROAS cannot be calculated and bidding cannot optimise — so spend drifts upward over time.
<!-- tried TikTok ads three years ago, stopped, never removed the code -->
<script src="https://analytics.tiktok.com/i18n/pixel/events.js"></script>Idle pixels keep loading on every page, can trigger platform review warnings, and count as an undeclared data share under privacy rules.
How to fix it
- List the platforms you genuinely run. Install only what you use — an idle pixel still loads on every page and can trigger platform warnings.
- Configure each platform tag in GTM, or use a hard-coded snippet. Make sure the IDs match what the platform admin shows you.
- Key events — form submissions, add-to-cart, purchases — must carry values. Without them they cannot feed ROAS calculation or Smart Bidding.
- Fire each one in GTM Preview and confirm the pixel sends the matching event.
- In Ads Manager, confirm the conversion arrived and shows as verified.
Verify it worked
After making changes, confirm delivery rather than assuming. These steps require your Google login, which is exactly why this tool stops short of them.
- Fire page interactions one at a time in GTM Preview and confirm each platform pixel fires with correct parameters.
- Confirm ecommerce events and their items parameters arrive in GA4 DebugView.
- In each ad platform, confirm the conversion status is verified rather than unverified or rejected.
- Compare conversion counts between the ad platform and GA4 — a large gap usually means the import is misconfigured.
Related checks
Check whether your site has this problem — no login required.