ShipworkSite inspection
Checks

Crawlability

PaginationAre paginated pages set up right?Internal searchIs site search eating crawl budget?URL parametersAre parameters creating duplicates?Log analyserWhat does Googlebot actually crawl?Robots builderNeed a robots.txt file?Soft 404sAre pages “not found” but returning 200?JavaScriptCan crawlers see it without running JS?FreshnessIs my site quietly going stale?Robots.txtDoes robots.txt say what I think?

Indexing

Sitemap lastmodAre my sitemap dates valid?SitemapIs my sitemap actually fetchable?IndexingIs Google allowed to index my pages?CanonicalsIs Google indexing the wrong URL?Index signalsDo sitemap and index signals agree?Sitemap generatorNeed a sitemap.xml for my site?Bulk URL statusWhere does each of these URLs really land?Redirect builderNeed the redirect rules?RedirectsAre my URLs answering directly, over HTTPS?

On-page

Keyword ideasWhat are people searching for?SERP previewHow does my page look in Google?Content qualityAre your pages too thin or too alike?Image weightAre images slowing the page?CannibalizationAre pages competing with each other?On-page checkDoes the page use its target phrase?ImagesAre my images accessible and loading?Meta tag builderWhat should my title and share tags say?DuplicatesDo my pages compete for one query?

Links

Orphan pagesWhich pages can no link reach?Link graphHow deep do your pages sit?Anchor textDo links say what they point at?Outbound linksAre external links still alive?Broken linksAre internal links sending visitors nowhere?

Structured data

Rich resultsIs my markup eligible for a rich result?Structured dataIs my product schema valid?Schema coverageDo my key pages carry structured data?Social previewHow does my page look when shared?Schema vs pageDoes markup match the page price?Schema builderNeed valid JSON-LD?

International

Hreflang sitemapDo page and sitemap hreflang agree?HreflangDo my language versions link back?Hreflang builderNeed the hreflang tags?Page DoctorWhy is this page not doing well?Redirect planMy site has dead links — what redirects do I write?Sitemap diffIs anything missing from my sitemap?Robots simulatorWhat does my robots.txt actually block?Can Googlebot?Can Googlebot fetch this URL?
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What is this site actually built on?

Knowing the platform changes which fixes are even available, and knowing which tags are present explains tracking gaps. This check reads the page and its headers and matches them against known platform and tag signatures.

Runs the Tech stack check on the address you enter, from outside your network. Nothing is stored.

What this check inspects

Shipwork fetches the page and reads its markup (tags, attributes, asset URLs and script code) and the response headers, never the visible text, so a page that merely writes about a platform is not mistaken for running it. It matches that markup against signatures for the common platforms: Shopify, WooCommerce, WordPress, BigCommerce, Magento, Wix, Squarespace and Webflow. It does the same for analytics and advertising tools: Google Analytics 4, Google Tag Manager, Meta Pixel, TikTok Pixel, Hotjar, Klaviyo, Microsoft Clarity and Pinterest Tag. It also reports an X-Powered-By header when one is present, and notes when a review platform such as Trustpilot, Judge.me, Yotpo, Okendo or Stamped is detected.

What a failure means

This check is mostly informational: it tells you what was detected rather than what is wrong. The one warning is the absence of any advertising or analytics tag, because conversion tracking cannot work without one. Everything else, the platform, the tags, the X-Powered-By value and the review platform, is reported for context. A missing X-Powered-By is not a finding at all.

How to fix it

  1. Install a conversion tag if the check found none and you run paid traffic, so conversions can be attributed.
  2. Remove tags for tools you no longer use, since abandoned pixels still load and slow the page.
  3. Use the platform name the check reports to pick the right fix path in the related guides.
  4. Suppress a version-revealing X-Powered-By header if you would rather not advertise the stack.

A typical failure, worked through

The setupA store migrated from Shopify to a custom theme on another platform but left the old Shopify pixel and a retired analytics tag in the head.

What the check reportsThe check reports the current platform, then lists both the old and the new tracking tags, and notes a review platform that is no longer in use on the site.

The pointA stack accumulates tags over time. Seeing the full list is the quickest way to find the ones that now cost bandwidth and track nothing useful.

Questions

How does it detect the platform?
By matching known signatures in the page HTML and response headers, such as Shopify CDN URLs, wp-content paths or Wix static hosts. It reports only what the signatures show.
Why does a missing tracking tag matter?
If you run paid ads or rely on conversion data, no analytics or advertising tag means no attribution and no remarketing. That is the one warning this check raises.
Is it a problem that the header reveals my stack?
It is informational. Hiding the X-Powered-By value narrows what an attacker learns, but its absence is not itself a finding.

Related checks and guides