Free marketing tools Web analytics and tracking
Tools for the questions that come before a dashboard: how a visit gets its source, what a metric actually counts, and whether the numbers add up.
Campaign links, channel rules and the everyday web metrics.
UTM link builder
Compose a campaign URL with source, medium, campaign, term and content — normalized so reports stay clean.
- Presets for the usual sources and mediums
- Lower-case and underscore normalization
- Copy-ready link and a parameter breakdown
Retention calculator
Enter new users and returners per period and get retention rates, a bar matrix and the weighted average.
- Up to 10 periods, add or remove rows
- Weighted average, best and worst period
- Explains N-day vs range retention
Churn rate calculator
Churn and retention for a period from customers at the start and customers lost, plus the annualised rate.
- Churn and retention side by side
- Monthly churn compounded to a year
- Explains why new customers stay out of the formula
Funnel calculator
Enter users at each step to get step-by-step conversion, conversion from the first step and the step with the biggest drop-off.
- Up to 8 steps, add or remove rows
- Step and overall conversion
- Flags the biggest drop-off
DAU/MAU calculator
Stickiness from daily and monthly active users, plus DAU/WAU and the average active days per month.
- DAU/MAU stickiness ratio
- Optional DAU/WAU
- Active days out of 30
Bounce rate calculator
Bounce rate, pages per session and average session duration from sessions, bounces, pageviews and total time.
- Three visit metrics from one export
- Explains GA4 vs classic bounce rate
- Channel example with the arithmetic shown
UTM checker
Paste a list of tagged links and see every UTM mistake, plus the GA4 channel each link lands in.
- Case, spaces, typos and missing parameters
- GA4 default channel group per link
- Spots "#" before "?" and click IDs
Bulk UTM builder
Paste a campaign sheet as CSV or TSV and get every row back as a tagged link, ready to download as CSV.
- Header row detected, or a base URL plus rows
- Lowercase and underscore or hyphen options
- Per-row checks and the GA4 channel
Regex tester for GA4
Test a regular expression against a list of values with GA4's exact rules: full or partial match, case sensitive, RE2 syntax and the 250-character limit.
- "Matches regex" vs "matches partial regex" side by side
- Warns about lookaheads, backreferences and other RE2 gaps
- Presets for AI referrers, paid media and page groups
Traffic goal calculator
Work back from a revenue goal to the orders and visitors you need, split by channel and by month, week and day.
- Revenue ÷ AOV ÷ conversion rate
- Channel split and weekly targets
- Forward mode: traffic × CR × AOV
RPM calculator
Page RPM and impression RPM from earnings, pageviews and ad impressions, or a monthly ad revenue range from your traffic.
- AdSense definitions, cited
- CPM vs RPM vs eCPM explained
- Revenue range from pageviews × RPM
Cohort analysis
Paste a cohort table or raw sign-up and activity rows and get a retention triangle, weighted averages per period and a CSV.
- Cohort table or raw user rows
- N-day, range or unbounded retention
- Incomplete periods kept out of averages
Attribution model simulator
Paste customer journeys and compare channel credit under first touch, last touch, linear, time decay, position-based and last non-direct.
- Six rule-based models side by side
- Configurable half-life and 40/20/40 weights
- Comparison table, chart and CSV
URL parser
Split any URL into protocol, host, path, query and fragment, decode every parameter, and spot UTM and ad click IDs.
- Every parameter decoded in a table
- Recognises UTM tags and 18 ad click IDs
- Flags duplicates, case slips and tags after #
Channel classifier
Paste referrers, landing URLs or source / medium pairs and see the GA4 default channel and the TapCub channel for each, with the rule that matched.
- GA4 and TapCub channels side by side
- Shows which rule decided each row
- Bulk input, CSV export
Referrer spam checker
Paste referring domains from a report or a server log and see which ones are on a public referrer spam list, with ready-made exclusion rules.
- 2,355 known spam hosts (Matomo list)
- Share of visits that are spam
- GA4 regex, Nginx, Apache, Cloudflare rules
Traffic change significance
Is this week's drop real or just noise? Compare two periods' visits and conversions, with an exact test and an adjustment for day-to-day swings.
- Exact Poisson test for visit counts
- Conversion rate z-test
- Paste daily data for weekday-adjusted results
Tracking plan generator
Pick an industry template, tick the events you need, add your own, and export the event and property tables as CSV or Markdown.
- {packCount} industry templates, {eventCount} events
- Event table + property table
- CSV, Markdown, then code
Data layer generator
Pick a GA4 recommended event and get dataLayer.push, gtag and GTM steps — or the same event as a TapCub web, mini-program, app or server SDK call.
- 35 GA4 recommended events
- dataLayer, gtag, GTM steps
- TapCub SDKs for 4 platforms
Analytics script size comparison
Measured download size of popular analytics scripts — raw, gzip, Brotli and what Chrome actually gets — plus a box to measure your own.
- Measured, dated, with URLs
- gzip, Brotli and raw bytes
- Measure any script locally
Questions about the tools
Still have a question?
Chat with the team behind TapCub — we usually reply within a few hours on business days.
Do I need a TapCub account to use them?
No. The tools are public pages. An account only matters when you want the same numbers computed from your live traffic instead of typed in.
Is anything I type sent to TapCub?
No. Almost every tool runs entirely in your browser. A few lookup tools (DNS, WHOIS, page speed) send only the domain or URL you enter, from your browser straight to a public service such as Cloudflare DNS, the domain registry or Google PageSpeed, and only when you press the button; each of those pages says where the request goes. We record that a tool page was viewed and used, like any other page — never the values.
Are the tools kept up to date?
Yes. Every tool page lists its version, an update history and the date each data source was last checked. Data such as crawler rules, public holidays and platform limits is re-checked on a schedule, and all tool updates are listed in one place.
Can I embed or link to a tool?
Linking is welcome. The pages have stable URLs under /tools. We do not offer an embed, but the formulas are documented on each page so you can reproduce them.
Why do my numbers differ from my analytics tool?
Usually the definition, not the arithmetic: who counts as a visitor, which event converts, and whether bots were removed first. Each tool lists the definition it assumes. See why UV never matches.
Will there be more tools?
When a question comes up often in support we turn it into a page. Suggestions go to contact.