TypePlatform

Tracking tag warnings: what they mean and how to fix them

What Snifferdog's tracking tag warnings mean, how to fix a missing pixel or tag, and what to do if yours is already installed.

When you set up a campaign, Snifferdog checks your website for each ad platform's tracking tag. If it can't find one, or can't confirm conversions are being recorded, you'll see a warning. It means results such as purchases, enquiries or sign-ups may not be counted.

What the warnings mean

  • "No Meta pixel was found" (or the same for another platform): when Snifferdog scanned your website, it couldn't see that platform's tag. Conversions from this campaign may not be recorded.
  • "Check a conversion action is set up and firing": this comes from the Tag Troubleshooter. A tag is "firing" when it runs as someone visits a page or takes an action, and sends that information back to the ad platform. The warning means Snifferdog can't confirm that's happening yet.

Why it matters

Without tracking, a platform can tell you how many people clicked your ad, but not how many went on to buy, book or enquire. It also can't learn which people are most likely to convert, so your campaigns improve more slowly. See Tracking 101: pixels, tags and conversions.

How to fix it

  1. Install the missing tag on every page of your website. See Adding tracking tags to your website, or go straight to the guide for Meta, Google Ads, TikTok or Microsoft Advertising.
  2. Set up your conversions in the platform, such as a purchase or a completed enquiry form.
  3. Publish your website, and your Google Tag Manager container if you use one.
  4. Check the tag is firing with the platform's helper tool. See My pixel or tag isn't firing.
  5. Run the scan again in Snifferdog. The warning shows the date of the last scan, so if you've added the tag since then, a fresh scan should pick it up.

Already installed your tag?

Snifferdog's scan can't see tags that load through another script, such as Google Tag Manager, or that only load after a visitor accepts your cookie banner. This is normal, and loading tags after consent is the right thing to do. See Tags and cookie consent.

If the platform's helper tool shows your tag firing, your tracking is working and you can carry on.

Still seeing the warning? Email hello@gyregimble.co.uk with your website address and a screenshot of the warning, and we'll take a look.

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