Each tool checks one page you own or may test, the way a first-time visitor meets it. Free, with no email needed for the answer.
Updated
One page, checked the way a first-time visitor from an ad meets it. It's for pages you own or may test. If you want to know whether someone else's shop is safe to buy from, this isn't that tool.
Paste the page your ads send people to. We open it on a phone-sized screen and list what sits on the first screen, the one a visitor from an ad judges before deciding whether to scroll.
Paste the page your ads or search results send people to. We get Google's phone test for it, place the result in Google's own bands, and show what the page makes a browser download.
"Secure" here means the connection between a visitor's browser and your site: the padlock, or a warning. It says nothing about whether the business behind the page can be trusted, and it isn't a security audit.
UTM tags tell your analytics which campaign, ad or email a visit came from. Fill in the fields, copy the link, and use it in your ad, post or email.