Conversion Tracking Health

Why the ad-account numbers are lower than GoHighLevel: Meta receives every conversion via CAPI (pixel confirmed) but credited ~0 because we weren't sending the Facebook click ID — so it couldn't tie conversions to ad clicks (fixed 2026-06-21; should recover). Google Ads only credits leads that clicked a Google ad (gclid); the rest were Meta/organic-sourced and correctly don't appear there.

The problem: Meta is the firm's #1 source of signed cases, but its ad account credits almost none — so Meta optimizes blind and looks like a failure when it's the top performer. Root cause (confirmed): NOT an attribution-window issue — cases sign within ~7 days of the click (median same-day), inside Meta's window. We just weren't sending the Facebook click ID, so Meta matched by PII alone and credited ~0. Fix shipped 2026-06-21: conversions now send the click ID (fbc) to Meta. This column should start filling in as new cases flow — watch the "missing credit" shrink.

Read the Lead→Signed column, not just cost-per-lead. A channel with cheap leads that rarely sign can cost more per case than a channel with pricier, higher-quality leads — lead quality, not cost-per-lead, is what should drive budget.

Produced counts are GoHighLevel truth (the lead/case actually happened), bucketed to a channel by the opportunity's source + tags — independent of whether the ad account credits it. Qualified = reached Retainer Sent (signed cases passed through it). Conversion rates are account-level (all sources). Organic / other leads carry no ad spend, so they have no cost-per-stage and aren't shown in the table above.

1 Meta-sourced signed case in the last 30 days carries no fbclid/fbc at all — these are unattributable in Meta regardless of the fbc fix (entered with no click ID ever captured: direct, manual, or untracked fb-source opps). Audited 2026-06-23: these are NOT phone leads — phone & Meta Lead-Ad leads do carry the fbclid (100% of method:phone leads in the last 30 days), so they attribute fine. This small bucket is the irreducible residual; the larger, separate reporting gap is fb_ad_id on Lead-Ad leads (per-ad attribution), tracked under lead-source tagging.

Meta's pixel diagnostics can't confirm a server-sent fbc directly, so we measure the two inputs that decide whether attribution is even possible: send-side click-ID coverage (do the cases we send carry an fbclid/fbc to attach?) and Meta-side PII match coverage (do the received events carry email/phone/name for identity matching?). High on both = the fbc fix has what it needs to start earning credit; the credit itself is tracked on the table above and confirmed autonomously by the watchdog.