- Content & schema
- 50tests fired in this category
- modules
- 8dedicated content & schema checks
- every scan
- 299+tests across all categories
Why it matters
A site can collect page views and still leave its most important customer action unmeasured. FixWeb looks at whether the visible conversion architecture could support meaningful measurement, while being clear about what cannot be inferred from a public crawl.
How it works
The crawl detects analytics tag presence and duplication, consent-handling signals, conversion affordances such as forms and primary calls to action, marketing tags, and other instrumentation clues. Model judgment assesses whether the site suggests a coherent north star and AARRR hierarchy, useful dashboard questions, and an attribution approach that is not simply an unexamined last-touch default.
Site impact
Duplicate tags can count one action twice; missing conversion events leave teams optimizing on vanity metrics. Without a defined customer-value metric, audience segmentation, and decision context, reports become descriptive instead of actionable. The check does not claim to know your actual revenue, retention, event quality, or channel performance from page markup.
How to improve
Install one analytics implementation, remove duplicate tags, and gate tracking through an appropriate consent mechanism without placing PII in event properties. Define one customer-value north star with acquisition, activation, engagement, retention, and monetization KPIs. Instrument key actions with consistent verb_noun events, then build audience-specific dashboards and choose a primary attribution model with useful channel and cohort segments.