Lead magnet
Setup audit checklist
Domain, pixel, BM, Lead/Schedule events — what to capture before a stack-check.
Pre-call or Tracking Audit companion
Why capture this before the call
Agencies lose half the stack-check repeating “what’s the pixel ID?” while spend burns. This checklist is the companion to Tracking Audit and stack-check prep. Fill it once per site. Bring screenshots, not vibes.
Domain and site
| Capture | Done? | Notes |
|---|---|---|
| Primary domain running Meta ads (exact host) | ☐ | |
| Any staging / alternate hosts that still fire tags | ☐ | |
| CMS / form stack (WordPress, Webflow, Typeform, etc.) | ☐ | |
| Consent / CMP present? (yes/no + vendor if known) | ☐ | |
| Lead destinations: form → CRM / calendar / phone only | ☐ |
Pixel, BM, and Events Manager
| Capture | Done? | Notes |
|---|---|---|
| Pixel / dataset ID | ☐ | |
| Business Manager name + who owns it | ☐ | |
| Ad account ID(s) spending on this domain | ☐ | |
| Screenshot: restriction banner / Core Setup / suppressed events | ☐ | |
| Screenshot: Lead / Schedule (or key events) last 7–28 days | ☐ | |
| Screenshot: CRM or call log same window (proof business moved) | ☐ |
Events that matter (lead-gen)
Crisper’s battlefield is usable Lead / Schedule (and related conversions you optimize on) — not ecommerce Purchase theater.
| Event | Fires? | Usable for optimization? | Notes |
|---|---|---|---|
| Lead | ☐ yes / ☐ no | ☐ yes / ☐ no / ☐ unknown | |
| Schedule | ☐ yes / ☐ no | ☐ yes / ☐ no / ☐ unknown | |
| CompleteRegistration (if used) | ☐ | ☐ | |
| Contact / custom (if used) | ☐ | ☐ | |
| PageView only surviving? | ☐ | — |
Failed resets log
| Reset tried | When | Result |
|---|---|---|
| New pixel on same domain | ||
| New ad account | ||
| New Business Manager | ||
| Domain change / redirect story | ||
| Basic CAPI / SST “install” | ||
| Appeal / request a review |
Restriction often rides the domain. Another pixel on the same storefront is why many resets stay empty — see why resets fail.
Commercial facts (do not skip)
| Fact | Answer |
|---|---|
| Who feels the wasted spend — clinic or agency? | |
| Who will pay Stripe — clinic pay link or agency card? | |
| Monthly Meta spend (approx) | |
| Days Events Manager has been blind | |
| Blind-period cost (spend × days) |
After the checklist
- Name depth with data source category.
- Set the success bar with what working looks like.
- Close with trial → /signup, client pay link, or Book a Call when depth is messy.
Do not say
- Audit as “we fixed it” without Events Manager movement — configured ≠ counting
- Skipping CRM/phone proof — owners need mismatch evidence
- Promising channels we do not connect in-app — live names: Meta, TikTok, X, Snapchat, Google Ads, Microsoft Ads, Pinterest, GA4
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.