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Your Tracking Is Silently Breaking
iOS privacy changes, Modern browsers updates, Safari's ITP, and ad blockers cut off the pixel signals your analytics and ad platforms rely on. Here's how much you might already be losing.
yourwebsite.com
2
Add
Buy
60%of events never reach your analytics or ad platforms.
7-dayCookie lifetimes in Safari.
40%of visitors use ad blockers.
These leaks add up to lost conversions and wasted spends. Stop guessing. Identify every tracking gap in under 2 minutes
A Three-Step Audit to Fix Your Tracking
Get a comprehensive audit of your tracking setup in minutes
www.yoursite.com
Ready to audit
Step 1
Enter your URL
Simply paste your website URL into our audit tool. No signup or installation required.
Analyzing tracking...
Step 2
We scan your site
Our automated system checks your tracking pixels, analytics scripts, and cookie configurations.
Your audit report
Analytics
80All good
Ads
25Needs attention
Cookie Lifetime
75All good
75/ 100
Overall Score
Step 3
Get your report
Receive a detailed breakdown of what's working and what's being blocked by browsers and ad blockers.
Everything you need to know about Zappush tracking audits
How does the Zappush tracking audit evaluate my Facebook CAPI and server-side tracking setup?
The audit checks both browser-side pixel events and corresponding server-side events to see if they are sending consistent, deduplicated data to platforms like Meta via CAPI. It helps you spot gaps between client and server tracking, such as missing event IDs or mismatched parameters, so you can fix deduplication, mapping, and reliability issues in your server-side pipeline.
What is server-side tracking, and why does it matter for my analytics?
Server-side tracking moves part of your tracking logic from the browser to your own server, where events are processed and forwarded via secure APIs instead of fragile client-side tags. This improves data accuracy, resilience against ad blockers and browser restrictions, and gives you more control over what data is collected, enriched, and sent to analytics and ad platforms.
Does the audit work with Google Tag Manager Server-Side and other server-side tag managers?
Yes, the audit is designed to work alongside setups that use Google Tag Manager Server-Side or other server-side tag managers by inspecting how browser events and server calls behave together. It can reveal issues like missing client hints, incorrect endpoints, or incomplete event payloads that reduce the benefits of your server-side tagging implementation.
Can this audit show if Google Analytics 4 is firing correctly on all key pages?
The audit checks whether GA4 is present and firing the expected events on important templates, including home, product, cart, and thank-you pages. If GA4 is missing, duplicated, or misconfigured on any step of the funnel, the report flags those pages so you can fix tags in GTM, server-side GTM, or your codebase before data quality suffers.
Do I need to install any script or pixel before running this tracking audit?
You do not need to add a special Zappush script just to run the audit; it analyzes the tracking setup you already have in place. If you are rolling out a new pixel, GA4 configuration, or server-side endpoint, you can deploy it first, then re-run the audit to validate that tags and events fire as expected.
What tracking tools and platforms does Zappush support?
Zappush focuses on popular analytics and advertising platforms used by performance teams, including GA4, major ad pixels, CAPI/server-side integrations, and common tag managers. Support is designed around typical e-commerce, lead-gen, and SaaS stacks, so you can quickly see how well your key platforms are implemented without learning a new tracking language.
Does the audit work with custom CDPs and first-party data pipelines?
Yes, if your site sends data to custom CDPs or first-party collectors on your own subdomain, the audit can inspect those calls for structure, consistency, and coverage. This makes it easier to confirm that events sent to your warehouse or CDP match those sent to ad and analytics platforms, keeping your source of truth aligned.
Can I use the audit to test new tracking implementations before they go live?
You can run the audit on staging or restricted environments to validate new tracking setups—such as GA4 migrations or server-side CAPI deployments—before exposing them to all production traffic. This reduces the risk of shipping broken tracking on launch day and gives developers a repeatable QA step for funnels and events.
How does Zappush handle event naming conventions and parameter mapping?
The audit checks whether your events and parameters follow consistent naming patterns and whether key fields, like value, currency, content IDs, or user identifiers, are present when expected. It highlights inconsistent naming or missing parameters that can break audiences, attribution, or downstream reporting in your analytics and ad platforms.
Can developers use the tracking audit as part of their QA and release process?
Yes, developers can run the audit as a regression check whenever they ship new pages, change templates, or modify tracking code. By treating the audit like an automated test for pixels, server-side events, and analytics tags, teams catch tracking bugs early instead of discovering them weeks later in broken reports.
How does the tracking audit measure cookie lifetime and ITP impact in Safari?
The audit reviews how first-party and third-party cookies behave across sessions and browsers, paying special attention to Apple's Intelligent Tracking Prevention (ITP) restrictions. By showing which cookies are shortened, blocked, or expire early, it helps you understand where attribution windows are being cut and where server-side or first-party cookie strategies can recover lost signal.
Will the audit tell me which events are blocked by ad blockers and privacy tools?
Yes, the audit simulates stricter privacy environments to show which pixels, tags, and events are likely to be blocked by common ad blockers, privacy extensions, and browser privacy features. By comparing normal versus privacy-restricted runs, you can see which platforms lose the most data and decide where server-side tracking or privacy-friendly implementations would strengthen your setup.
What data does Zappush collect during the tracking audit, and is any PII stored?
During the audit, the tool focuses only on technical tracking signals—tags, events, network calls, cookies, consent behavior—not on collecting personal user data or sensitive information from visitors. No personally identifiable information (PII) from your visitors is stored in reports; instead, results show configuration issues, coverage gaps, and resilience, not individual user behavior.
Is it safe to run a tracking audit on client websites or production environments?
Yes, the audit is non-intrusive; it loads your site in a controlled way similar to a real user visit, without injecting malicious code or modifying your production environment. Agencies and consultants can safely use it on client sites because it only inspects tracking behavior and does not alter code, send unauthorized data, or impact visitors.
Does this tool help me stay compliant with GDPR, CCPA, and other privacy laws?
The audit itself is not legal advice, but it reveals how and when tracking technologies fire, which is critical for aligning with consent requirements under GDPR, CCPA, COPPA, and similar regulations. By highlighting tags that fire before consent is given or continue tracking after opt-out, it helps your legal, product, and marketing teams prioritize privacy fixes and audit controls.
How does the audit evaluate my consent banner and tag firing rules?
The audit checks whether tags respect your consent banner's choices, such as whether analytics tags only fire after consent is granted or whether ad pixels wait for explicit permission. It identifies tags that fire too early (before consent) or ignore user preferences, helping you build a more compliant, user-friendly consent flow.
Can the audit show which tags fire before consent is given?
Yes, the audit can detect tags and cookies that load or fire before a visitor has given consent, which is a common compliance issue under privacy regulations. Identifying these tags lets your team move them behind consent gates or switch to privacy-safe alternatives that do not require explicit permission.
How do cookie lifetimes affect attribution windows and remarketing audiences?
Shortened cookie lifetimes (due to ITP, privacy settings, or browser defaults) mean that returning visitors may be treated as new users, broken across sessions, or fall out of remarketing windows before they convert. The audit helps you see where cookie loss occurs, so you can strengthen first-party data strategies, server-side attribution, or customer identity solutions.
Will there be updates to the audit as privacy laws and browser restrictions change?
Yes, Zappush regularly updates the audit to reflect new privacy regulations, browser features, and enforcement trends so your tracking health score stays current. As new laws like the DMA, ePrivacy Directive, or state privacy acts are enforced, the audit will surface compliance gaps proactively.
How often should I re-audit cookie and consent behavior as privacy rules evolve?
It is recommended to re-audit at least once per quarter, as browser privacy features, regulations, and your own consent setup may change. Many teams audit after major updates—new consent tools, cookie policies, or browser releases—and before sensitive campaign periods to ensure compliance and data continuity.
What does the Zappush tracking audit check on my website?
The Zappush tracking audit scans your key pages to detect installed pixels, analytics tags, server-side tracking, and consent behavior so you can quickly see what is working and what is missing. It focuses on business-critical events such as pageviews, leads, purchases, and custom conversions, then highlights misconfigured tags, firing issues, or coverage gaps that can distort your reporting and optimization.
How can performance marketers use this tracking audit to improve ROAS and CPA?
Performance marketers use the audit to make sure every meaningful action - add-to-cart, lead submit, purchase - is tracked accurately, giving bidding algorithms higher-quality signals. Fixing tracking gaps typically leads to more stable optimization, clearer attribution, and better decisions on budget allocation across campaigns, channels, and audiences.
Why does the audit show different results from what I see inside my ad platforms?
Ad platforms often apply modeling, attribution windows, and filters that can hide underlying tracking gaps or inconsistencies. The audit looks at the raw behavior of pixels and events on your pages, so differences usually indicate missing events, blocked tags, or attribution settings that need review in the platforms.
Can I run the tracking audit on multiple domains and subdomains?
Yes, you can run separate tracking audits on multiple domains and subdomains to compare how consistently pixels and analytics are implemented across your properties. This is especially useful for brands, agencies, and franchises managing country sites or dedicated landing page environments that want one consolidated view of tracking health.
Does the audit work for e-commerce, lead-gen, and SaaS funnels, or only one type of site?
The tracking audit is built to work across ecommerce, lead-generation, and SaaS funnels, focusing on the events and pages that matter for each model. Whether you care about purchases, demo requests, trial signups, or form submissions, the tool highlights where tracking is missing or weak so you can protect revenue and pipeline visibility.
How often should I run a tracking audit to keep my analytics accurate?
It is recommended to run an audit whenever you make significant website or campaign changes - new funnels, redesigns, migrations - and at least once per month as a recurring health check. Teams running always-on performance campaigns often schedule audits before major launches and after development sprints to catch broken tags before they impact results.
How accurate is the tracking audit for measuring conversions and events?
The audit focuses on verifying whether events fire correctly and reliably, not on replacing your analytics or ad platform numbers. By validating implementation quality - tag presence, triggers, duplication, and blocking - it gives you confidence that reported conversions and events are based on solid technical tracking.
How does the audit help diagnose under-reporting in Facebook, Google, and other ad platforms?
The audit helps identify pages and journeys where conversion events are missing, misnamed, or not firing under certain conditions, which are common causes of under-reporting. It also exposes differences between client-side and server-side signals, making it easier to fix deduplication or event mapping problems that can reduce reported conversions.
Can I share tracking audit results with my agency or media buyers?
Yes, reports are designed to be shared so marketers, agencies, and media buyers can work from the same list of tracking issues. You can export or share results, then turn them into prioritized tickets or briefs for developers and tracking specialists to implement fixes.
How should I prioritize fixes after the audit to quickly improve campaign performance?
Start with issues that affect core conversion events on high-traffic or high-value pages - checkout, lead forms, pricing pages - because they have the largest impact on optimization and reporting. Then address gaps in upper-funnel events and remarketing signals so you can rebuild audiences and improve algorithm learning over time.
What is ITP (Intelligent Tracking Prevention), and how does it affect my tracking?
ITP is Apple's privacy feature that restricts how long third-party cookies last on Safari (down to 7 days or less). This breaks tracking across browser sessions, shortens attribution windows, and causes returning visitors to be treated as new users. The audit shows how badly ITP impacts your setup so you can plan server-side or first-party alternatives.
How did iOS 14 and iOS 15 updates affect Meta and Google advertising?
iOS 14+ limited app tracking and restricted the data Meta receives from websites. This reduced conversion signal quality and made targeting less accurate. The audit shows whether your CAPI and server-side tracking can compensate for this loss, and if pixel data is enough to keep campaigns running.
Why did my Meta conversions drop after iOS 14 rolled out?
iOS 14 broke the Facebook pixel's ability to track users across apps and the web, causing under-reporting. If you didn't set up CAPI or server-side tracking, Meta had fewer signals to optimize on, which usually drops ROAS. The audit helps you diagnose whether you're missing server-side setup now.
How can I protect my tracking from future iOS and Safari updates?
The best protection is server-side tracking (CAPI, server-side GTM) because it does not rely on cookies or app data. The audit checks if your server-side setup is working correctly and resilient to browser restrictions. If it is not, you have a roadmap to build it.
What is the difference between first-party and third-party cookies, and which should I use?
First-party cookies (set on your domain) survive longer and are less restricted. Third-party cookies (from ad networks) are blocked by most modern browsers and ad blockers. The audit reveals how much data you lose by relying on third-party cookies and shows where you can strengthen first-party tracking.
Why are my Google Ads conversions under-reported compared to my analytics?
This is usually because Google Ads is missing conversion events that fire on your site but do not reach Google (blocked by ad blockers, not configured correctly, or deduplication issues). The audit shows which events reach Google vs. which ones are lost so you can fix the gap.
How does ad blocker usage affect my pixel tracking?
Common ad blockers block 20–40% of third-party pixels because they come from ad networks. This causes under-reporting and poor algorithm learning. The audit simulates ad blocker restrictions so you can see the impact and plan server-side alternatives for critical conversion events.
What should I do if the Safari version of my website tracks differently than Chrome?
Safari is stricter with cookies and tracking than Chrome. The audit tests both browsers separately and shows you exactly where Safari diverges. Usually, it's due to ITP cookie restrictions or third-party pixel blocking. Server-side tracking fixes most Safari gaps.
How does GDPR and cookie consent affect my tracking setup?
GDPR requires consent before tracking most visitors in Europe. If you fire analytics or ad pixels before consent is granted, you are breaking the law. The audit checks whether your consent banner works correctly and whether tags respect visitor choices.
What happens to my tracking when privacy laws like CCPA or new state regulations come into effect?
Privacy laws require you to respect opt-out requests and limit data sharing. The audit shows where you might be leaking data to unauthorized third parties or not respecting opt-outs properly. Staying audit-compliant helps you adapt to new laws faster.
