A quick Shopify marketing audit checks 8 things: Meta pixel, Google tag, email/SMS capture, reviews app, homepage meta description, theme, load time and social links. In 1,197 new US stores we audited, the average store was missing 5.86 of them.
The checklist
| # | Check | How to check it yourself | Missing in new US stores |
|---|---|---|---|
| 1 | Meta pixel installed | View the page source and search for "fbq(" or "connect.facebook.net", or use the Meta Pixel Helper extension. | 84.6% |
| 2 | Google Analytics / Google Ads tag | Search the source for "googletagmanager.com", "gtag(" or a "G-" measurement ID. | 88.1% |
| 3 | Email or SMS capture tool | Look for a signup popup or a known tool (Klaviyo, Omnisend, Privy, Shopify Forms) in the source. | 92.6% |
| 4 | Product reviews app | Open a product page: are there reviews? Search the source for Judge.me, Loox, Yotpo, Okendo or Stamped. | 85.4% |
| 5 | Homepage meta description | Search the source for <meta name="description">. Missing or empty is a gap. | 72.2% |
| 6 | Custom vs free theme | The theme name appears in the source (Shopify.theme). Dawn, Horizon, Refresh and other free themes with few changes suggest design work ahead. | 66% |
| 7 | Homepage load time | Load the homepage on mobile data or run PageSpeed Insights. Over 3 seconds is a gap. | 16.3% |
| 8 | Social profile links | Check the header and footer for Instagram, TikTok, Facebook or Pinterest links. | 81.2% |
How agencies use it
Each missing item is a natural opening line. An email agency leads with the missing popup, an ads freelancer with the missing pixel, a designer with the default theme. Mentioning one specific, checkable gap is more credible than a generic pitch.
Doing this at scale
Checking stores by hand takes a few minutes each. We run the same 8 checks automatically on every new US Shopify store each week; see the methodology and the latest numbers.
Written by Ecommerce Store Leads. Numbers come from our own weekly run, data as of 30 Sep 2026.