Fireshift / Features

What a Fireshift scan checks

Rules from our scan engine · numbers from scans of 193 to 449 B2B SaaS sites, 4 and 5 Nov 2026

The checks

Each check is a rule in our scan engine. The free scan runs the first six. Points are what the check takes off the 100-point Leak Score; how the score works.

• noise · up to −30Page-view conversions

  Google Ads conversions on All Pages or on a plain page view, and GA4 key events like page_view.

  39.1% of 235 Ads sites, 4 Nov

• noise · −20Login and trial-end conversions

  Existing users counted as new conversions, and trials that end counted as progress.

  7.3% of 206 Ads sites count a login, 5 Nov

• noise · −10Click conversions

  Button and link clicks bid on as if they were signups. Phone and email clicks are left out.

  45.3% of 225 Ads sites, 4 Nov

• hygiene · −10Duplicate conversions

  The same label on two tags, or one trigger firing several labels in one Ads account.

  30.0% of 203 Ads sites, 4 Nov

• bidding · −8Missing conversion values

  Conversions that tell Google nothing about what a lead or sale is worth.

  68.4% of 193 Ads sites send no value, 5 Nov

• hygiene · −7Two GA4 properties

  Two or more GA4 measurement IDs loading on the same site.

  21.6% of 162 GA4 sites, 5 Nov

• privacy · liveConsent checks

  Meta, LinkedIn and Google tags that send data before the visitor accepts cookies.

  live browser check, not in the free score

• watch · dailyTracking break alerts

  A daily rescan that tells you when a conversion tag disappears or a junk one appears.

  Watch, €490 a year per site

• competitorsCompetitor teardown

  What up to six competitors count as a Google Ads conversion, stage by stage.

  Teardown, $149 one-time

Two more things the score flags

• Too many conversion actions (−8). More than 8 distinct Google Ads conversion labels on one site. Of 235 Ads sites in our study, 32.8% had more than 8; the median had 5. We cover what to do about it in primary vs secondary conversions, so it has no page of its own here.
• No qualified-lead signal. In the Teardown we note when Google only ever sees form fills and never a qualified lead from the CRM. How to send one: offline conversion import and enhanced conversions for leads.

How every check works

1. 01
   Find the containers. We fetch your homepage, /pricing, /signup and /demo and collect every GTM-, G- and AW- ID in the HTML.
2. 02
   Read them. Each container is public at googletagmanager.com/gtm.js?id=…. We read up to six per site: every Google Ads conversion tag (__awct), its label, its value, and the trigger conditions that fire it.
3. 03
   Sort the triggers. Page load, URL, click, custom event, login, trial end. Each rule is in the check's page.
4. 04
   Visit, when it needs a browser. For the live checks (every page load, consent) we open the pages in a headless browser, log every request to Google, Meta, LinkedIn and others, and never submit a form.

The full method and its limits: how the scan works and what we can't see from outside.

FAQ

Do I need to install anything?

No. Everything above comes from files and requests your site already sends to every visitor's browser.

Which checks are in the free scan?

Page-view, login and trial-end, click, duplicate, value and GA4 checks, plus the conversion count. Consent and every-page-load checks need a live browser visit; daily alerts are Watch; competitors are the Teardown.

Can Fireshift see which conversions are primary?

No. Primary and secondary are settings inside your Google Ads account. We show what your site sends and what triggers it; you check the status in Goals, Conversions.