Looks after the things that turn a visit into a lead. Tracking, forms, reports and what the client actually reads.
Why this one exists. Analytics counting every visitor twice makes every number you report wrong, in the flattering direction.
15Playbooks
86Steps written out
2That change anything
0Free on every plan
Every playbook it holds
Deliverability Check
careWeeklyOct 2026
Prove mail actually leaves the site and lands in an inbox rather than junk.
1
Read the mail configuration
SPF, DKIM and DMARC, and which plugin is sending.
Reads only
2
Send one real test message
Through the site itself, exactly as a contact form would.
Reads only
3
Confirm it arrived
And confirm which folder it arrived in, because the inbox is the only one that counts.
Reads only
4
Read the headers back
The receiving server states why it made its decision. That line is the diagnosis.
Reads only
5
Report with the fix
Not "mail is failing" but the record to change and the value to change it to.
Reads only
5 steps · reads only, never writes
Duplicate Tag Watch
careDailyOct 2026
Find the analytics tag that loads twice, because it doubles every number you report and always in the flattering direction.
1
Collect every tag on the page
Request the key templates and list every measurement ID, advertising pixel and container in the HTML the server sends back.
Reads only
2
Say where each one came from
The theme, a plugin's settings, or a container snippet. Naming the file is the difference between a fix and an afternoon of hunting.
Reads only
3
Flag the same ID twice
One measurement ID present twice on one page means one real visit is written to analytics as two.
Reads only
4
Say what page source cannot answer
A tag manager container can be seen loading, but what it fires inside is not in the page source. That half is only reported when a browser tool is connected and a page has actually been rendered.
Reads only
5
Report
The pages, the repeated IDs and the file each copy came from. It edits no theme, no plugin and no container.
Reversible write
5 steps · reads only, never writes
Conversion Tracking
agencyWeeklyDec 2026
Confirm the events you report as leads and sales are still arriving, by asking the analytics property rather than guessing from the page.
1
Read what the property received
Event counts for the period through the Google Analytics connector, which sits on Agency because the property has to be granted for each client.
Reads only
2
Read what the site recorded
Form entries and orders the site itself logged for the same window, as totals.
Reads only
3
Find the gap
A hundred form entries against eleven recorded conversions is a tracking failure, not a bad week, and the report built on it is wrong.
Reads only
4
Check the event still exists
An event renamed during a tag change stops arriving under the old name, and nothing anywhere raises an error about it.
Reads only
5
Say what this proves
It proves events did or did not arrive. It does not prove which tag sent them, because that needs a rendered page.
Reads only
6
Report
The event, the size of the gap and the week it opened. It changes nothing in the property and nothing on the site.
Reversible write
6 steps · reads only, never writes
Form Submissions
careDailyOct 2026
Confirm the enquiries people send are being recorded, and tell a quiet week apart from a broken form.
1
Count the entries
Every form on the site and how many entries it recorded today, this week, and in the four weeks before. Counts only. It never reads what somebody typed.
Reads only
2
Find the form that went silent
A form that took twenty enquiries a week and none since Tuesday is the finding. The rest is normal variation.
Reads only
3
Check the form can still take one
Request the page and confirm the form is present, its action address answers, and its security token is being issued. It submits nothing.
Reads only
4
Say where the mail question belongs
Whether the notification email reached an inbox is a different question, and Deliverability Check answers it. This one only proves the entry was recorded.
Reads only
5
Report
Per form, with the day it stopped. It reads no personal data and deletes no entry.
Reversible write
5 steps · reads only, never writes
Form Spam Rate
careDailyOct 2026
Watch how much of the enquiry volume is junk, so the real ones stop being lost in the pile.
1
Count what the site already flagged
Entries the form plugin marked as spam, as totals per form. It never opens an entry.
Reads only
2
Work out the share
The proportion of the total, and how that proportion has moved over the last month.
Reads only
3
Check the defences
Whether the honeypot, the rate limit and whichever challenge the form offers are switched on, and whether one of them was turned off recently.
Reads only
4
Watch for the wrong kind of quiet
A spam rate that fell to zero overnight almost always means the form stopped working, not that the spam stopped.
Reads only
5
Report
The rate, the trend and the setting that changed. It deletes no entry and switches nothing on.
Reversible write
5 steps · reads only, never writes
Client Report
careMonthlyOct 2026
Build the monthly report out of what actually happened, and leave it as a draft you read before anybody else does.
1
Pre-flight
Check there is a month to report on. If the site connected last week and nothing has run, it exits here and creates nothing.
Stops the run
2
Gather the figures
Runs completed, fixes applied, issues opened and closed, uptime and certificate state, all read from the runs themselves so no number is hand typed.
Reads only
3
Write down what it will create
The document it is about to write and where it will write it, so removing it later is one action rather than a search.
Stops the run
4
Write the draft
One document in the place you chose, in your own branding on the Agency plan. Turning the figures into paragraphs is the part that spends credits, and the price is shown before it does.
Writes
5
Leave it as a draft
It is never sent. Nothing reaches a client until you press send, and deleting the draft removes the only thing this run created.
Reversible write
6
Verify
Every figure in the draft traced back to the run it came from, so anything the client questions can be answered in one click.
Reads only
6 steps · changes the site, behind a restore point
Indexing Alerts
careDailyOct 2026
Know when Google drops pages out of the index on the day it happens, rather than when the traffic report lands.
1
Read the property
Through Search Console, which the connector plugin verifies by itself, so there is nothing for the client to do.
Reads only
2
Watch the coverage move
Pages indexed, pages excluded, and the reason given for each, held against yesterday's figures.
Reads only
3
Separate the real from the routine
A tag archive leaving the index is housekeeping. A product category leaving it is money.
Reads only
4
Catch the manual actions
A manual action, a security notice or a jump in server errors reported by Google is the alert that cannot wait for the monthly report.
Reads only
5
Say what it means
Not that coverage changed, but that forty product pages left the index on 3 August and every one of them is now marked noindex.
Reads only
6
Report
It reads the property. It submits nothing, requests no indexing and changes no page.
Reversible write
6 steps · reads only, never writes
Social Preview
agencyMonthlyNov 2026
Make sure a shared link shows a title and a picture rather than a bare address, and fix the pages that do not.
1
Pre-flight
Crawl the templates and the pages that get shared most, reading the Open Graph and card tags each one delivers. If they are all complete it exits here and creates nothing.
Stops the run
2
Test the image
Request each preview image and check it exists, is the shape the networks crop to, and is not the untouched 1.2MB original.
Reads only
3
Write down what to undo
The exact tag values on every page it may change, so any edit can be put back to what it says today.
Stops the run
4
Wait
The proposed title, description and image for each page, written out in full so you read the actual words. It publishes nothing until you approve them.
Stops the run
5
Apply what you approved
Through the SEO plugin the site already uses and through post revisions, so nothing is bypassed and every edit is undoable.
Writes
6
Put it back
Restores every tag to the value step three recorded, in one action.
Reversible write
7
Verify
Request each page again and confirm the tags are served the way you approved them.
Reads only
7 steps · changes the site, behind a restore point
Consent Behaviour
careMonthlyNov 2026
Check what the site loads before anybody has agreed to anything, because that is the part a regulator asks about first.
1
Find the banner
Which consent plugin is running, which regions it shows itself in, and which categories it defines.
Reads only
2
List what loads before consent
Request the page as a first time visitor and record every third party script and cookie the server sends before any choice has been made.
Reads only
3
Hold it against the categories
A tag the banner calls optional that loads anyway is the finding, and it is the same finding whatever the banner claims.
Reads only
4
Say what a page request cannot answer
What happens after somebody clicks accept or reject is browser behaviour, not page source. It is only reported when a browser tool is connected.
Reads only
5
Check the decisions are recorded
Whether consent choices are being stored at all, as a count, so there is something to show if anybody ever asks for it.
Reads only
6
Report
What loads early, the category it claims to be in, and the setting that governs it. It changes no banner and blocks no tag.
Reversible write
6 steps · reads only, never writes
Landing Page Watch
agencyContinuousNov 2026
Watch the pages the campaigns point at, because the homepage being up says nothing about the page you are paying for clicks to.
1
Take the list of destinations
The pages live campaigns land on, from the addresses you gave it and the ones found in any connected advertising account.
Reads only
2
Request each one
Every five minutes, with the campaign parameters attached, exactly the way a paid click arrives.
Reads only
3
Confirm it is still the right page
A 200 is not enough. Check the form, the heading and the price are still on the page, because a page that loads empty spends the budget just as fast.
Reads only
4
Confirm before crying wolf
Two consecutive failures agreed by more than one region before anything is called down.
Reads only
5
Alert with the spend attached
Not that a page is down, but that the page the paid search campaign points at has been down for eleven minutes.
Reads only
6
Report the window
Start, end, status code and the campaign affected. It pauses nothing and changes nothing in the advertising account.
Reversible write
6 steps · reads only, never writes
Email Capture
careDailyNov 2026
Prove the people signing up are reaching the list they signed up to, instead of stopping at the form.
1
Count what the site recorded
Signups per form, as totals for the day and the month. It never reads a name or an address.
Reads only
2
Count what the list received
New contacts for the same window, read through the email tool's own connector, as totals.
Reads only
3
Compare the two
Sixty signups on the site and four new contacts on the list is a broken integration, and it has been broken since the day the two numbers parted.
Reads only
4
Check the connection still works
An expired API key fails quietly while the form carries on saying thank you to everybody.
Reads only
5
Check the list still exists
A list or a tag renamed inside the email tool sends every new contact nowhere, and nothing on the site notices.
Reads only
6
Report
The gap, the day it opened and the credential to renew. It adds no contact and sends no mail.
Reversible write
6 steps · reads only, never writes
UTM Handling
agencyWeeklyNov 2026
Check the site is not throwing away the campaign parameters you attach to every link you pay for.
1
Request the landing templates with parameters
The templates a campaign lands on, each requested with a full set of campaign parameters attached.
Reads only
2
Follow every hop
Record each redirect and whether the parameters are still on the address at the end of the chain.
Reads only
3
Name what strips them
A trailing slash redirect, an https redirect, a canonical rewrite or a cache rule. Each one is a different fix in a different place.
Reads only
4
Check the cache is not confusing them
A page cached under one campaign's parameters and served to the next puts real traffic in the wrong report.
Reads only
5
Report
The page, the hop that dropped the parameters and the rule that did it. It edits no redirect and no cache setting.
Reversible write
5 steps · reads only, never writes
Campaign Links
agencyDailyNov 2026
Watch the links already printed on vans, sitting in old emails and running in live ads, and notice the day one stops resolving.
1
Take the watched list
The campaign addresses you added, plus the short links and vanity addresses the site itself redirects.
Reads only
2
Request each one
Following every hop and recording the status, the final address and how long the chain took.
Reads only
3
Flag the chain
A link that now takes three hops loses people on the way, and often loses the campaign parameters with them.
Reads only
4
Flag the dead ones
A campaign address that started returning 404 after a rebuild is budget arriving at nothing, and print cannot be edited.
Reads only
5
Watch for the silent rewrite
A link that still answers 200 but now lands somewhere else is worse than a broken one, because nothing anywhere reports it.
Reads only
6
Report
Each link, its chain, and what changed since the last run. It creates no redirect and edits none.
Reversible write
6 steps · reads only, never writes
Tracking After Change
careOn demandOct 2026
Compare the tracking on the site before and after a change, so a theme update never quietly deletes the pixel.
1
Take the last clean inventory
Every tag, pixel and container recorded per template the last time this ran and you accepted the result.
Reads only
2
Read it again now
The same templates, requested the same way, after the update or the deploy has settled.
Reads only
3
Difference the two
What has gone, what is new, and what moved to a different file. The middle one matters as much as the first.
Reads only
4
Say what it costs
Not that a tag is missing, but that the conversion pixel is no longer on the thank you page, so nothing since 14:20 has been attributed to anything.
Reads only
5
Set the new baseline only when you accept it
The new inventory becomes the reference only after you confirm it is correct. Nothing on the site is touched to make that true.
Reads only
6
Report
The difference, the template and the file. It puts no tag back, because a tag restored by a machine is a tag nobody owns.
Reversible write
6 steps · reads only, never writes
Goal Drift
agencyMonthlyDec 2026
Check the conversions the analytics property counts are still the ones the client's report is built on.
1
Read the configuration
Every event marked as a conversion, plus the audiences and filters, through the Google Analytics connector on the Agency plan.
Reads only
2
Hold it against the agreed list
The conversions the report is built on. Anything counted but never agreed inflates the number you send the client.
Reads only
3
Find the double count
Two events firing for one action, or the same action marked as a conversion twice under different names.
Reads only
4
Check the filters
An internal traffic filter that was configured and never switched on, or one drawn so wide it removes real visitors.
Reads only
5
Check the data still arrives
An event marked as a conversion that has received nothing for a month is either a broken tag or a goal nobody uses.
Reads only
6
Report
What drifted and when the property last changed. It edits no setting in the property and no tag on the site.