🔍 ezyWill Meta Ads & Tracking Audit

Audit Date: March 18, 2026 | Ads Manager: Alex Torres

⚠️ OVERALL STATUS: MAJOR GAPS BEFORE SCALING

Meta Pixel is installed but critical tracking infrastructure is incomplete. Do NOT scale until these issues are resolved.

📊 Executive Summary

Meta Pixel

✓

Installed

CAPI (Server-Side)

✗

Not Configured

Conversion Events

✗

Not Mapped

Event Deduplication

✗

Not Configured

🔴 Critical Issues (BLOCKERS)

1. Conversion Events Not Mapped in GTM CRITICAL

Impact: Meta can't optimize campaigns. You're flying blind — no way to track ROAS, CPA, or which ads drive subscriptions.

Finding: Meta Pixel ID 1549673806130049 is installed and fires PageView on ezywill.com.au. However, there are NO conversion event tags configured in GTM for:

What's happening now: These events ARE firing in PostHog (confirmed via event-types query), but they're NOT being forwarded to Meta. Meta algorithm has zero signal to optimize for conversions.

2. Server-Side CAPI Not Configured CRITICAL

Impact: Losing 30-40% of conversion data due to iOS 14.5+ ATT framework, browser blockers, and cookie deletion.

Finding: You have TWO GTM containers installed:

The server-side container EXISTS but is NOT sending Meta CAPI events. This means:

3. Event Match Quality (EMQ) Unknown FAIL

Impact: Without Enhanced Match parameters, Meta can't accurately attribute conversions to ad clicks, especially post-iOS 14.5.

Industry Benchmark: EMQ score ≥ 8.0 for Purchase events = PASS. Below 6.0 = FAIL.

Your Status: UNKNOWN — Cannot check EMQ without Events Manager access. However, since CAPI isn't configured and no Enhanced Match parameters are being sent, EMQ is likely below 5.0.

🟡 Warnings (FIX BEFORE SCALING)

4. No Domain Verification

Impact: Meta may restrict ad delivery or reject ads. Domain verification is REQUIRED for business credibility and iOS 14.5+ event prioritization.

Action Required: Verify ezywill.com.au and app.ezywill.com.au in Business Manager.

5. Aggregated Event Measurement (AEM) Not Configured

Impact: For iOS 14.5+ users, Meta can only track 8 conversion events. You must prioritize which events to track.

Recommended Priority (1-8):

  1. Purchase (subscription_started) — $99 value
  2. CompleteRegistration (will_started) — $25 value
  3. Lead (user_signed_up) — $5 value
  4. ViewContent (pricing page view)
  5. AddToCart (if applicable)

✅ What's Working

Item Status Notes
Meta Pixel Installed PASS Pixel ID 1549673806130049 firing on ezywill.com.au
GTM Container (Client-Side) PASS GTM-N64N8P3B — Active and loading
GTM Container (Server-Side) PASS GTM-NB4XJSZJ — Installed but not configured for Meta
PostHog Event Tracking PASS All key events firing: user_signed_up, will_started, subscription_started
Meta Ads Account PASS Account ID: act_2067990890732175

🎯 What You Need to Do BEFORE Scaling

ACTION 1: Map Conversion Events in GTM

Create 3 Meta Pixel event tags in GTM container GTM-N64N8P3B:

PostHog Event (Trigger) Meta Event Value Currency
user_signed_up Lead 5 AUD
will_started CompleteRegistration 25 AUD
subscription_started Purchase 99 AUD

Implementation: Use GTM Tag Manager API or manual setup. Each event must:

ACTION 2: Configure Server-Side CAPI Events

In your server-side GTM container (GTM-NB4XJSZJ), create Meta Conversions API tags that mirror the client-side events:

ACTION 3: Verify Domain in Business Manager

Go to Business Manager → Brand Safety → Domains and verify:

Add the Meta domain verification DNS TXT record to your domain registrar.

ACTION 4: Configure Aggregated Event Measurement (AEM)

Go to Events Manager → Data Sources → 1549673806130049 → Settings → Aggregated Event Measurement.

Set event priority (1-8) as recommended above. This ensures iOS 14.5+ users can still be tracked for your top conversion events.

ACTION 5: Test Events in Meta Events Manager

After setting up GTM tags:

  1. Open Events Manager → Test Events
  2. Enter your browser session ID or test code
  3. Go to app.ezywill.com.au and trigger:
    • Sign up (should fire Lead)
    • Start will (should fire CompleteRegistration)
    • Subscribe (should fire Purchase)
  4. Verify ALL events show in Test Events with correct value and currency
  5. Check Event Match Quality (EMQ) — should be ≥ 8.0 after CAPI + Enhanced Match

📈 Current Conversion Funnel (Last 7 Days)

Step Users Conversion Rate
Page View 227 100%
Signed Up 8 3.5%
Started Will 5 2.2% (62.5% of signups)
Subscribed 0 0.0%

🚨 Critical Insight: ZERO subscriptions in the last 7 days. Before scaling Meta ads, you MUST fix the subscription conversion funnel. Even with perfect tracking, if the funnel doesn't convert, ad spend is wasted.

🎬 Immediate Next Steps (In Order)

  1. DO NOT SCALE Meta ads until tracking is fixed
  2. Implement ACTION 1 (GTM conversion event tags) — TODAY
  3. Implement ACTION 2 (CAPI server-side events) — THIS WEEK
  4. Verify domain (ACTION 3) — THIS WEEK
  5. Test all events in Events Manager (ACTION 5) — BEFORE launching ANY new campaigns
  6. Configure AEM event priority (ACTION 4) — BEFORE iOS campaigns
  7. Run test campaign at $10/day for 7 days to validate tracking
  8. Check EMQ score in Events Manager — target ≥ 8.0
  9. Only THEN consider scaling to $50-100/day

💰 Financial Impact

Current State: If you run ads now, Meta's algorithm will optimize for PageView (worthless) instead of Purchase (revenue). This means:

After Fix: Meta can optimize for actual revenue events. Expected improvements:

📞 Need Help?

I can implement all GTM tags via API if you want me to handle it. Just confirm and I'll:

Report Generated: March 18, 2026
Ads Manager: Alex Torres | ezyWill Marketing Team
Next Review: After implementing ACTION 1-5