The money went out and nothing came back, and nobody could tell you why. This reads your website the way Google and Meta read it, and shows you the specific places an enquiry can leak away between the click and your phone ringing.
Worth reading before the result, so you know what weight to give it.
This reads the public source code of your homepage and nothing else. That is enough to answer a surprising number of questions, because the tracking tags and the contact routes are all in there and anyone can look. But it leaves real gaps, and pretending otherwise would make the result useless:
So treat a clean result as “the plumbing is fine, look at the campaign,” not as “everything is fine.”
Five points between someone clicking your ad and you getting a phone call. Money leaves at every one of them, and none of it shows up as a problem inside the ad account.
This is the big one, and it is almost always invisible. Google and Meta improve a campaign by watching which clicks turned into enquiries and then finding more people like those. If no conversion tag is installed, they have nothing to learn from, so they optimise for the only thing they can see: clicks. You get traffic. Traffic is not the same thing as customers, and after three months of it you would reasonably conclude that advertising does not work for your business.
The tell is that reports are full of impressions, reach and clicks and contain no number that corresponds to anything happening in your business.
Someone in India on a phone at 9pm is not going to fill in a six-field form and wait for a reply. If your page has no tappable phone number and no WhatsApp link near the top, a real share of people who wanted to talk to you simply leave. You paid for every one of them.
If there is no analytics on the site at all, then nobody — not you, not whoever runs your marketing — can say which page or which source produced anything. Every conversation after that is opinion. This is also the simplest thing in the world to check, which is why it is worth checking.
A noindex tag left behind after a site build, or a robots.txt
blocking everything, keeps your site out of Google entirely. It happens more often than
you would think — it is the default on a staging site and someone forgets to remove
it at launch. If you are paying for SEO while this is live, that money is doing nothing at
all.
This one is nobody’s fault but ours as business owners. A lead that waits until tomorrow is usually a lead that has already called somebody else. If you are honest that enquiries sit unanswered until you next check the phone, fix that before you spend another rupee on ads — it is free, and it is often the single biggest gain available.
Budget too thin to gather data, keywords so broad they attract browsers instead of buyers, the wrong platform for what you sell, an offer that asks for too much commitment too early. Any of these will sink a campaign with perfect tracking. If your result comes back clean, these are where to look next — and our cost guide and piece on bad lead quality both go further into it.
Usually not one big failure but a leak somewhere between the click and the conversation. The three commonest: no conversion tracking, so the platform optimises for clicks and never learns who your buyers are; a landing page with no fast way to make contact; or enquiries that do arrive and are answered too slowly.
All three are invisible from inside the ad account, which is exactly why a campaign can look healthy on a report while your business sees nothing.
The tags sit in your website’s public source code, so anyone can look — including you, right now. This check reads your homepage and reports whether it can see Google Analytics, Tag Manager, a Google Ads conversion tag and the Meta pixel.
One caveat that matters: tags loaded through Tag Manager do not appear individually in the source, so a miss is not proof of absence. If that is your situation, ask whoever runs your marketing to show you inside the container. That request is reasonable, and how it is received tells you something either way.
No. It reports what is and is not on your website. Some of what it finds is not an agency’s responsibility at all — how fast you answer enquiries, for one.
Plenty of campaigns fail for reasons nobody hid from anybody: the budget was too thin to gather data, the offer was not compelling, the wrong platform was picked for the kind of thing being sold. The point is to replace “it just didn’t work” with something specific you can check.
No. The address goes to our server only so it can fetch your page, because a browser is not permitted to read another site’s code directly. It travels in the body of the request rather than in the web address, specifically so it does not land in server logs. Nothing is written to a database, and your answers about what you pay for never leave your browser at all.
Almost always that the site blocks automated readers — common on larger sites and anything behind a security service. It is not a fault and says nothing about your marketing.
You can do the same check by hand in a minute: open your site, right-click, choose View
Page Source, and search that text for gtag, GTM- and
fbq.
Take it to whoever runs your marketing and ask about the specific items, using the question printed under each one. If you run it yourself, work down the list in order — it is sorted by how much it is likely costing you.
If the result is clean, the problem is inside the campaign rather than on the site, and the honest next step is to look at what the budget, keywords and offer are doing.
Send us what the check found. We will tell you which item actually explains your result and which is noise — and if the answer is that your setup was fine and the campaign was the problem, we will say that too.
Talk it through on WhatsApp →