Analyzing tracking requests generated by client devices interacting with a website

A non-transitory computer readable storage medium having instructions encoded thereon that, when executed by a processor, cause the processor to perform the steps including:

• sending, by an online system, a plurality of requests for web pages of a web site;
• receiving, by the online system, a plurality of web pages from the website, each web page received responsive to a request for web page;
• determining, by the online system, an estimate of a count of distinct types of web pages provided by the website;
• receiving, by the online system, a plurality of tracking requests from one or more client devices, each tracking request received responsive to the client device presenting the web page received from the website, the webpage including tracking instructions configured to cause the client device executing the tracking instructions to generate the plurality of tracking requests, each tracking request including a label identifying the webpage;
• determining, by the online system, an estimate of a count of distinct types of web pages of the website based on the plurality of tracking requests received by the online system from the one or more client devices;
• determining a score for the website, the score indicating a quality of the tracking instructions of the website based on factors comprising the estimate of the count of the distinct types of web pages of the website that include the tracking instructions, the estimate of the count of distinct types of web pages provided by the website, and a measure of accuracy of labels of web pages obtained from the plurality of tracking requests;
• and
• generating a report describing the quality of the tracking instructions of the website based on the score.