Fireshift / Features / Tracking break alerts
Tracking break alerts: Watch
Watch reruns the Fireshift scan on your site every day and compares it with the last one. When a Google Ads conversion label disappears, a new one appears on a page view, login or click, a container ID changes, or a second GA4 property shows up, you get an email or a Slack message with the before and after. €490 a year per site. It is included for a year in every Fix Sprint. Watch is new, so we don't yet publish a break rate.
What Watch compares each day
| Change | Why you want to know |
|---|---|
| A conversion label that was there yesterday is gone | A release or a GTM publish removed it. Conversions stop and bidding loses its signal. |
| A trigger changed on an existing label | The dataLayer event was renamed, or the tag moved to a page view or click. |
| A new finding: page view, login, click, duplicate | Someone added a conversion that isn't funnel progress. |
| Container IDs on the page changed | A new container, a removed one, or an agency's container left behind. |
| A new GA4 measurement ID | A second property started loading. |
The alert names the label, the trigger before and after, and the page. You can check it in GTM's version history in a minute.
Why daily
Tracking mostly breaks because of a site release, not a GTM change: a form tool swapped, a thank-you URL renamed, a signup moved to the app domain. Google Ads shows it eventually as a conversion action with no recent conversions (Google Ads Help: conversion tracking status), but by then bidding has run on missing data. A daily outside read catches the setup change the day it ships.
What we saw that Watch is built for
These come from our 4 Nov 2026 rescan of 203 B2B SaaS sites with Google Ads conversion tags, a single snapshot, not a daily series:
- 7 sites (3.4%) had the same conversion label in two containers, or in GTM and again in a hardcoded snippet. Most look like leftovers from an earlier setup.
- 75 sites (36.9%) send conversions to two or more Google Ads accounts. That is often deliberate, and it is also what an agency change or account move leaves behind.
Outside our data: ObservePoint's 2023 research found that 5.09% of 24,975 tags on 11,000 homepages returned broken status codes (ObservePoint, 2023).
What's in Watch
- Daily scan of one site, email and Slack alerts.
- A competitor refresh each quarter.
- One Teardown included.
- €490 a year per site. The Agency plan covers 10 sites for €1,490 a year. See pricing.
What Watch can't catch
- Breaks after a form submit. We never submit forms, so a success event that stops firing while its tag stays in the container looks unchanged to us. Google Ads' own status and a weekly test conversion cover that.
- Server-side and app-only tags.
- Primary or secondary changes inside Google Ads.
For full real-user monitoring of every session, an installed tool such as Trackingplan sees more. How we compare.
FAQ
Does Watch need access to GTM or Google Ads?
No. It reads the same public containers and pages as the free scan.
How fast is an alert?
Within a day of the change reaching your live site, because the scan runs daily.
Is Watch included in the Fix Sprint?
Yes, for 12 months, so you hear if anything we fixed breaks again.
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