The "what is this site measuring?" Toolkit

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6 Free Tools that Untangle Tracking Chaos

You've inherited a new client's website. Or maybe a new acquisition at work. Or you just started a new job.

And you have no idea what's actually being tracked.

Is there a Facebook pixel? Where's it coming from? What's firing Google Analytics? Is any of this even working?

You could spend hours clicking through tag managers, inspecting code, and piecing together a Frankenstein setup that three different agencies touched over five years.

Or you could use the right tools and figure it out in 15 minutes.

Julie just recorded a walkthrough of exactly how to do this. And I mean exactly—she shows you her screen, walks through our own MeasureU site, and demonstrates six different free tools you can use right now.

But first, let's talk about why this matters.

In our CLEAN Data Framework, this is the "Collect" phase—and you can't skip it.

Here's the full framework:

Collect → Map what data is going where and how it gets there
Label → Define the behaviors and conversions that matter
Enhance → Enrich, protect, and connect data to be more useful
Assemble → Put the puzzle pieces together into useful dashboards
Narrate → Turn insights into action

If you don't know what's being collected, everything downstream is guesswork.

So let's fix that.

The tools Julie covers:

1. Wappalyzer (Chrome Extension)
Shows you the tech stack at a glance. WooCommerce? Shopify? WordPress? Color-coded logos make it instantly clear. Great for prospecting too—want to find Shopify stores in your niche? This is how.

2. BuiltWith (Chrome Extension)
Similar to Wappalyzer, just a different interface. Some people prefer one over the other.

3. Tag Hound (Chrome Extension)
This one's newer, but it's become one of Julie's favorites. Shows you every tag firing on a page, can record as you navigate, and even catches errors (like missing Facebook parameters). Made by the same people who built the UTM Builder that's been around forever.

4. GA Debugger (Chrome Extension)
More technical, but powerful. Opens your browser console and shows you exactly what's firing and when. Great for troubleshooting cross-domain tracking.

5. Stape Website Tracker
This one requires an email, but it's worth it. Scans your entire site and tells you what's client-side vs. server-side. Takes 2-3 minutes to run, gives you a score, and shows you exactly what to improve. (Manisha did a deeper dive on this recently if you want more details.)

6. Cookie Checker (Cookiebot)
For consent management. One caveat: if you're in the US working with EU clients, you'll need a VPN to test properly. Otherwise it won't show consent banners and you'll get misleading results.

Watch the full walkthrough

Julie walks through each tool on our actual site. You'll see exactly what to look for, what the interfaces look like, and how to interpret what you're seeing.

The whole video takes about 15 minutes to watch. And it'll save you hours of digging around trying to reverse-engineer someone else's setup.

Why this matters right now:

We've all been there. You're supposed to optimize something, but you don't even know what's currently being measured. You're flying blind.

These tools give you vision.

And once you can see what's actually happening, you can make informed decisions about what to fix first.

Start with Collect. Everything else builds from there.

To Your Measured Success!

--Jeff Sauer
Co-Founder of MeasureU

P.S. If you liked this video, you’ll love what’s coming next week. I am going live next Tuesday with a free training called “The 2026 Clean Data Mandate” to fix your tracking before January 1st. Register here.

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