tracking-health

Tracking Health

PREREQUISITE: Read ../_mureo-shared/SKILL.md for auth, security rules, output format, and Tool Selection (Read/Write on Code, mureo_strategy_* / mureo_state_* MCP on Desktop / Cowork).

Preventively audit conversion tracking across every configured platform. Measurement breakage is the costliest silent failure in ad ops — spend keeps flowing while the signal the algorithm optimizes toward is wrong or absent — so this skill hunts for it before it shows up as a mysterious CPA spike.

Prerequisites

• STRATEGY.md and STATE.json must exist in the current directory (run the onboard skill first if not)

Steps

Before you start: Run the Diagnostic preamble from ../_mureo-shared/SKILL.md — load learning insights (mureo_learning_insights_get) and consult advisors (mureo_consult_advisor) before drawing conclusions.

1. Load context: Read STRATEGY.md (especially each Goal's declared conversion definition, Persona, and Operation Mode) and STATE.json. Note what the operator considers a real conversion for each platform (a lead form submit, a purchase, a phone call) — the audit below is only meaningful relative to that intent.

2. Discover available platforms: Identify all configured platforms from STATE.json platforms and which data sources (GA4, Search Console) are accessible. Also enumerate installed plugin platforms (mcp__mureo__<plugin>_* tools) and any hosted official-MCP connector present in the session (e.g. TikTok's tt-ads-* tools, STATE.json key tiktok_ads); include them best-effort — see ../_mureo-shared/SKILL.md → Plugin platforms and Hosted-connector platforms.

3. Meta Ads — pixel inventory + health (prefer mureo native):

   • Inventory: call meta_ads_pixels_list to enumerate every pixel in the account (id, name, last_fired_time). Zero pixels on an account running conversion campaigns is a Broken finding on its own.
   • Per-pixel health: for each pixel call meta_ads_pixels_get and check last_fired_time is recent (a pixel that stopped firing = Broken). Call meta_ads_pixels_stats (window last_30d, widen to last_90d to catch slow degradations) and look for a sudden drop or a flatline in PageView / Lead / Purchase volume — a step-down that lines up with a site deploy is the classic pixel break.
   • Event coverage: call meta_ads_pixels_events to list the distinct standard + custom events the pixel actually receives, with sample parameters. Flag when the event the operator's Goal depends on (e.g. Lead, Purchase) is absent or firing with missing parameters (no value / currency on a Purchase).
   • Per-campaign result_indicator audit: call meta_ads_insights_report (level campaign) and inspect each campaign's result_indicator. Flag any campaign optimized for actions:link_click where the operator expects real leads / purchases (actions:offsite_conversion.fb_pixel_lead) — that campaign is buying clicks, not conversions, and its "results" number is not comparable to a lead-optimized campaign's. This CV-definition-mismatch detection is a mureo value-add; see daily-check step 4.
   • CAPI presence check: mureo ships no dedicated tool that reports a browser-vs-server event split, so treat this as best-effort. Use meta_ads_pixels_events to see whether server-originated (Conversions API) events appear alongside browser events, and note in the scorecard when a high-value account is relying on the browser pixel alone (no CAPI) — a resilience risk as browser signal degrades. mureo can send server events (meta_ads_conversions_send / meta_ads_conversions_send_lead / meta_ads_conversions_send_purchase), but a definitive server/browser coverage split still requires Events Manager; say so rather than guessing.
   • If mureo's Meta Ads tools are unavailable (i.e. MUREO_DISABLE_META_ADS=1 after mureo providers add meta-ads-official), fall back to the official meta-ads-official hosted MCP for whatever pixel / insights surface it exposes, and note that the result_indicator CV-mismatch analysis is a mureo-specific value-add absent from the official MCP.

4. Google Ads — conversion actions + status (prefer mureo native):

   • Inventory + status: call google_ads_conversions_list to list every conversion action with its status (ENABLED / HIDDEN / REMOVED) and category (PURCHASE, SIGNUP, …). For any action whose configuration you need to inspect further, call google_ads_conversions_get. A campaign optimizing toward a REMOVED / HIDDEN action, or an account with no ENABLED conversion action, is a Broken finding.
   • Recent-data check: call google_ads_conversions_performance (period LAST_30_DAYS) — only rows with conversions > 0 are returned, so an ENABLED action that is absent from the report has recorded no recent conversions. Cross-reference its first_date / last_date: an action that used to fire and went silent is a likely tag break; a brand-new action with no data yet is expected. Flag silent actions as Watch (or Broken if it is the primary action a live campaign depends on).
   • Primary / secondary counting sanity: Google Ads counts only primary actions into the "Conversions" column that bidding optimizes toward; secondary actions are observational. mureo's read tools do not expose the primary/secondary flag directly, so verify it in the Google Ads UI and flag the common misconfigurations: (a) a micro-conversion (e.g. PageView) set as primary — inflates Conversions and misleads Smart Bidding; (b) the true macro-conversion set as secondary — starves bidding of the signal. Also flag double-counting risk when two actions plausibly fire on the same event.
   • If mureo's Google Ads tools are unavailable (MUREO_DISABLE_GOOGLE_ADS=1 after mureo providers add google-ads-official), fall back to the official google-ads-official MCP for the conversion-action listing / performance surface it exposes, and note that the recency and counting-sanity heuristics still apply.

5. Cross-check with GA4 (when available): mureo ships no native GA4 tools — GA4 is reached as a configured data source, so pull the site's conversion count from that source (do not reference a ga4_* tool that does not exist). Compare each platform's ads-reported conversions against GA4's conversions for the same event and window. A divergence > 20 % is a flag — report the likely causes so the operator can triage:

   • Attribution window / model differences (platform click-through + view-through vs GA4 last-click).
   • Consent Mode / cookie loss suppressing GA4 (or platform) tags for a slice of users.
   • Tag coverage gaps — the pixel/tag missing on some conversion pages, or duplicated on others.
   • Cross-device / logged-in attribution the platform can resolve but GA4 cannot. Present the discrepancy as a signal to investigate, not proof one number is wrong — the platforms genuinely count differently.

6. Search Console: N/A for conversion tracking — Search Console has no conversion signal. Skip it here (organic conversion behavior belongs in daily-check / weekly-report).

7. Plugin & hosted-connector platforms (best-effort): for a plugin platform (plugin:<dist>) or a hosted connector (tiktok_ads), report only the basic tracking status its own tools expose and emit analytics_not_available_for_<platform> for the mureo-only deep checks (pixel health, result_indicator, conversion-action recency) — do not fabricate a tracking verdict from an integration's tool schemas. See ../_mureo-shared/SKILL.md → analytics-module parity and Hosted-connector platforms.

8. Scorecard: present a per-platform tracking scorecard, one row per check, each rated OK / Watch / Broken:

   Platform    Check                              Status   Evidence
   Meta Ads    Pixel firing (last_fired_time)     OK       fired 2h ago
   Meta Ads    Lead event present                 Broken   no Lead events in 30d
   Meta Ads    result_indicator vs Goal           Watch    2 campaigns on link_click
   Meta Ads    CAPI present                        Watch    browser pixel only
   Google Ads  Primary conversion action ENABLED  OK       "Purchase" ENABLED
   Google Ads  Recent conversion data             Broken   0 conv in 30d for "Lead"
   Google Ads  Primary/secondary counting         Watch    verify PageView not primary
   Google Ads  Ads CV vs GA4 CV (±20%)            Watch    Ads 120 / GA4 78 (+54%)
   

9. Fix list — ranked by revenue risk: turn every Broken / Watch into a concrete fix, ordered by how much spend is riding on the broken signal (a broken primary action on the highest-spend campaign is #1; a missing secondary action on a paused campaign is last). For each fix state: what is wrong, the concrete remediation, and the platform/UI or tool that performs it.

10. Approval gate for any state-mutating fix: most remediations here are operator actions (re-add a tag on the site, flip an action to primary in the Google Ads UI, install CAPI). Where a fix does mutate platform state through a mureo tool (e.g. google_ads_conversions_update to re-enable an action, google_ads_conversions_create to add one, sending backfill events via meta_ads_conversions_send), apply the Confirm Before Write Operations rule from ../_mureo-shared/SKILL.md — show the current value and the proposed change and get explicit approval before the call. For an official/hosted-MCP or plugin write, also self-apply the STRATEGY.md ## Guardrails rules yourself (mureo's PolicyGate cannot see that call) — see ../_mureo-shared/SKILL.md → Hosted-connector platforms.

11. Record any change to action_log: for each approved state-mutating fix, log to action_log (via mureo_state_action_log_append) with metrics_at_action (the pre-fix conversion counts / firing state you could read) and an observation_due 7 days out, so daily-check's evidence step confirms the fix actually restored the signal. A pure audit with no changes still logs a summary entry (findings + scorecard verdict), with no observation_due.

12. Persist the report summary (best-effort): Call mureo_state_report_set with report="tracking" and a concise summary object so the read-only dashboard can render this audit without re-running you. Follow this convention:

    • generated_at: ISO 8601 timestamp of this run
    • period: the window audited (e.g. "LAST_30_DAYS")
    • kpis: per-platform tracking health counts (e.g. {"meta_ads": {"pixels_ok": 1, "broken": 1}}) and any ads-vs-GA4 divergence
    • flags: notable items (e.g. ["meta_lead_event_missing", "google_primary_action_zero_conv"])
    • narrative: the 1-2 sentence overall verdict (OK / Watch / Broken)

    Reflect the FINAL state, and persist this LAST — after every action_log entry and any fix you applied this run. This is best-effort: if mureo_state_report_set is unavailable (e.g. a pure file-mode host without the context MCP), skip it silently — the rest of this skill still works.