ezyWill Daily Briefing — 24 March 2026

🚨 CRITICAL ISSUES REQUIRING IMMEDIATE ACTION

Conversion tracking broken — $77.74 ad spend, 0 conversions recorded (but 4 signups in PostHog)
Will completion funnel at 0% — 3 users completed steps, none generated wills
Signups down 50% WoW — Dropped from 8 to 4 in last 7 days

📊 Key Metrics — Last 7 Days

Pageview Users

PostHog tracking

Signups

↓ 50% vs prior week (was 8)

Organic Clicks

137 impressions, 4.4% CTR

Ad Spend

$77.74

22 clicks @ $3.53 CPC

🎯 Conversion Funnel — Last 7 Days

Page View — 92 users

100%

Signed Up — 4 users

4.3%

Started Will — 3 users

3.3% (75% of signups)

Completed Step — 3 users

3.3% (100% of started)

Generated Will — 0 users ⚠️

Subscribed — 0 users

Funnel Analysis: Strong signup-to-start conversion (75%), but complete failure at will generation. This could be:

Technical bug preventing will generation
UX friction at final step (payment wall, form complexity)
Event tracking issue (wills generated but not recorded)

📈 Signup Trends — Last 14 Days

Date	Signups	Week
Mar 11	1	Week 1: 8 signups
Mar 12	5
Mar 14	1
Mar 16	1
Mar 19	1		Week 2: 4 signups ↓ 50%
Mar 20	2
Mar 22	1

🔍 Organic Search Performance

Total Clicks

Impressions

137

CTR

4.4%

Avg Position

20.8

Top Search Queries (Last 7 Days)

Query	Clicks	Impressions	CTR	Position
ezywill	4	5	80.0%	1.0
easy will	0	7	0.0%	4.3
enduring power of attorney canberra	0	6	0.0%	50.7
best online will australia	0	1	0.0%	86.0

SEO Insight: Nearly all organic traffic is branded ("ezywill"). High-intent keywords like "best online will australia" ranking at position 86. Need content and backlink strategy.

💰 Google Ads Performance

Campaign	Status	Impressions	Clicks	Cost	Conv	CTR	CPC
Parents & Families	● ENABLED	340	22	$77.74	0	6.5%	$3.53
Online Wills	● ENABLED	15	0	$0.00	0	0.0%	—
Will Cost	● ENABLED	1	0	$0.00	0	0.0%	—
8 campaigns PAUSED (Brand, Competitors, POA, Retirees, Business Owners, Digital Vault, Display, PMax)

⚠️ CONVERSION TRACKING ISSUE
22 clicks delivered, $77.74 spent, but 0 conversions recorded in Google Ads. PostHog shows 4 signups in the same period. GTM/GA4 conversion tracking is not firing or not syncing to Google Ads.

Action Required: Verify GTM tags are firing on signup, check Google Ads conversion sync, test conversion flow end-to-end.

📱 Top PostHog Events — Last 7 Days

Event	Count	Last Seen
$autocapture	880	2026-03-24
$pageview	375	2026-03-24
$web_vitals	189	2026-03-24
$pageleave	186	2026-03-24
$dead_click	79	2026-03-23
will_step_completed	24	2026-03-22
user_logged_in	10	2026-03-23
kyc_started	9	2026-03-22
will_completed	5	2026-03-22
user_signed_up	4	2026-03-22

Event Analysis:

79 dead clicks (users clicking non-interactive elements) — potential UX confusion
9 KYC starts but only 5 will completions — KYC may be blocking some users
5 will_completed events vs 0 in funnel report — data discrepancy or definition mismatch

🎯 Priorities for Today

1 FIX CONVERSION TRACKING

We're flying blind. Spent $77.74 with 22 ad clicks but Google Ads reports 0 conversions while PostHog shows 4 signups. Need to diagnose and fix GTM → GA4 → Google Ads sync immediately.

2 INVESTIGATE WILL COMPLETION DROP

Funnel shows 3 users completed steps but 0 generated wills. PostHog shows 5 will_completed events. Need to clarify: Is this a tracking issue, technical bug, or real user drop-off?

3 DIAGNOSE SIGNUP DECLINE

Signups dropped 50% WoW (8 → 4). Check if ad traffic quality changed, site speed issues, or seasonal fluctuation. Review ad copy and landing page performance.