Home/Notes/analytics tags: a field note from a hardware store
analytics tags: a field note from a hardware store
12 Aug 2025
How a hardware store deals with analytics tags — and what usually goes wrong.
The problem: a lastmod stamp that never changes. analytics tags slows the page for a hardware store.
A form that collects data for a hardware store should say where the message goes. Nine fields and a captcha on a quiet Tuesday will cost you the person who actually wanted to pay.
The job started when a hardware store realised their analytics tags had been wrong for months. Nobody noticed because the site still loaded.
Email deliverability is nobody’s favourite topic, but a hardware store lost two bookings because analytics tags was misconfigured and replies landed in spam for a week.
a hardware store asked us to look at analytics tags after a customer screenshot showed a browser warning. The fix took eleven minutes; finding the cause took two hours.
The owner at a hardware store asked why analytics tags matters. We showed them the error page their customers see when it breaks. That ended the conversation.
Crawlers and people want the same thing from analytics tags: one URL, a title that matches the heading, and a next link that goes somewhere real.
After the move, a lastmod stamp that never changes broke search indexing for a hardware store. Google kept serving the old pages for another nineteen days.
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