Agency enablement
Measure recovery checklist
Before/after ritual: baseline → audit → Events Manager → dollarize the blind period.
Every site go-live
Definition of done
Working is usable Lead / Schedule again — not a green GTM checkbox.
Ship this before/after ritual on every site. Agencies who skip the baseline screenshot end up arguing vibes with owners who still see empty charts.
Seven-step ritual
| Step | What to do | Pass signal |
|---|---|---|
| 1. Baseline | Screenshot Events Manager + note depth (Core Setup / standard events / full domain) before setup | Documented empty Lead / Schedule or suppressed restricted events |
| 2. Tracking Audit | Run /tools/tracking-audit before and after | Before → after narrative for the client (not “fixed by audit alone”) |
| 3. Stack-check | Confirm stack on Book a Call / in-app path when depth is messy | Clear path for that site; do not invent features |
| 4. Events Manager | Confirm Lead and/or Schedule (and related) are usable for optimization again | Counts move; not stuck at 0 while phone/forms still move |
| 5. Match quality (if shown) | Note Event Match Quality / advanced matching where Meta shows it | Directional only — do not invent EMQ % claims |
| 6. Dollar frame | Dollarize the blind period (spend × days offline) | Blind-week cost vs Recovery list — not fake ROAS theater |
| 7. Case study (optional) | Point at live /case-study | Real pages only; no invented quotes |
Clinic dialect
Facebook was still charging ads but stopped counting leads and bookings. Working means those leads and bookings show up again in the ads reports so we can tell which ads to keep — not another empty screenshot while the front desk is busy.
Forward what working looks like so the owner shares the same bar.
What does not count
| Not enough | Why |
|---|---|
| Green GTM / “tags firing” alone | Tools can look healthy while Meta cannot use Lead / Schedule |
| “CAPI installed” with Events Manager still at 0 | Same toolbox words, different job |
| New pixel / account / domain on the same restriction | Resets often fail when the limit rides the domain |
| Vendor ROAS / CPA % charts | Not Crisper proof |
| In-product “tracking is live” badge | Proposed P1 — not live; use Events Manager today |
Suggested line after go-live
“Before: Events Manager empty / restricted while the business moved. After: Lead / Schedule usable again for optimization. Here’s the before/after audit and the Events Manager screenshot. Appeals can still run in parallel — this was Plan A so spend isn’t blind.”
Do not say
- Invented EMQ lifts or testimonials — trust
- Stape-style ROAS % as Crisper proof — wrong proof
- Formal guarantee theater — not live
Next step
Start Recovery when the path is clear. Book a Call when restriction depth is messy. Agencies: send the client pay link so the clinic funds Stripe while you keep the org.