What do the Ads / PPC Agency problem filters mean?

What each filter means

• Not Running Ads: the site has neither a Meta (Facebook) pixel nor a Google Ads conversion tag. On a lead it shows as No paid ads.
• No Meta Pixel: no Meta pixel was found, so the business has no way to retarget its website visitors with Meta ads. On a lead it shows as No Meta pixel.
• No Analytics: none of Google Tag Manager, Google Analytics, Plausible, Matomo or Microsoft Clarity was found. This filter also appears under SEO Agency.

When a missing tag is only a hint

Pixels and ad tags are often added by Google Tag Manager or by a site builder (Wix, Squarespace, Weebly, Duda, GoDaddy, Webflow or Shopify) after the page loads, where the raw code cannot show them. So on a site that uses Tag Manager or a site builder, a missing Meta pixel or Google Ads tag is held as an unverified hint instead of a flagged problem. A missing analytics tag is treated the same way on site builders. All three are also held as hints when the site is built with JavaScript, only one page could be read, or a page was too large to read in full.

Hints show on the lead under Worth a look, not verified. They still let the lead into your results, but they stay out of your emails, the proof page and the score.

After a search completes, Google's PageSpeed test re-loads up to 25 of your leads in a real browser, taken in the order they were found. Any lead it does not reach keeps its hints until you run the check yourself. If the pixel, ad tag or analytics loads, the problem is cleared. If a full page load shows none, the hint becomes a confirmed problem. For a lead that has no Google PageSpeed score yet, open the lead from your results and click Get Google's Official Score in the Live Website Audit section to run the same check.

If a finding is wrong

Open the lead from your results. Under Detected Problems, click Something not accurate? and then No Meta pixel. Because Not Running Ads is built on the pixel check, No paid ads is removed with it, and both stay out even if the lead is audited again. Click restore next to it under Removed as inaccurate: and both come back, as long as the audit still finds them.

Good to know

• Not Running Ads is judged from the website's code only. If a lead also shows Spends on ads, it was either seen paying for Google Ads on your search or is running Google's ad tag on its own site. Hover the chip to see which, and look before you pitch.