How does the audit detect chat, booking, email capture, analytics and pixels?

What each check looks for

• Chat widget: live chat tools such as Intercom, Drift, tawk.to, Crisp, LiveChat, Zendesk, Tidio, HubSpot chat, Podium, Birdeye, Olark, Freshchat, Gorgias, Smartsupp and LivePerson, or AI chatbots such as Chatbase, Botpress, Voiceflow, Smith.ai, Dialogflow and ManyChat (the word chatbot in the page code also counts). The row shows Found if either kind is there.
• Online booking: Calendly, Acuity, Square Appointments, Booksy, Setmore, Housecall Pro, Jobber, Vagaro, Mindbody, SimplyBook, Zocdoc, Schedulicity, Appointy, YouCanBook.me, ServiceTitan, Resy, OpenTable or a Booking.com hotel page.
• Email capture: Mailchimp, Klaviyo, ConvertKit, ActiveCampaign, Constant Contact or beehiiv, or the words newsletter, subscribe or opt-in anywhere in the page code.
• Analytics: Google Analytics, Google Tag Manager, Plausible, Matomo or Microsoft Clarity. The row shows Installed when found.
• Meta pixel: the Meta (Facebook) pixel code. The row shows Installed when found.
• Google Ads tag: a Google Ads conversion tag. It has no row of its own; finding it shows the 💰 Spends on ads chip on the lead.

The problems they create

• No chat widget needs both a live chat tool and an AI chatbot to be missing. No AI assistant needs only the AI chatbot to be missing.
• No online booking, No email capture, No analytics and No Meta pixel each follow their own check.
• No paid ads needs both the Meta pixel and a Google Ads tag to be missing.

When a missing tool is unverified

• Chat, AI chatbot, Meta pixel and Google Ads tag: unverified when the site uses Google Tag Manager or a site builder (Wix, Squarespace, Weebly, Duda, GoDaddy, Webflow or Shopify), because either can add them as the page loads. The pixel evidence then reads No Meta pixel in the page source (Tag Manager present, so one may load at runtime).
• Analytics, booking and email capture: unverified on a site builder.
• All of them: unverified when the site builds its pages with JavaScript, only one page could be read, or a page was too large to read in full.

An unverified absence shows as Not found (unverified) in amber. Its problem goes into the Worth a look, not verified box and stays out of your emails, the proof page and the score. Hover over any row to read its evidence.

How Google's check settles them

Google's PageSpeed check loads the site in a real browser and records everything the page loads. It runs by itself on up to 25 leads with unconfirmed findings after a search completes, and you can run it on a lead with ⚡ Get Google's Official Score.

• Analytics, Meta pixel, Google Ads tag, chat and AI chatbot are settled either way. If the tool loads, it is found. If a full load shows none, the row reads Not found (verified) and the problem is confirmed.
• Booking and email capture can only be confirmed as present. A quiet load changes nothing.
• A tag that is in the page code but did not fire during Google's load (often because of a cookie consent banner) stays found, and the evidence says so.
• If Google's load was cut short, nothing changes.