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.

0. Establish today: call mureo_state_get first, on every host (including Claude Code, where you would otherwise Read the file) and take server_now from its response — ISO 8601 with UTC offset, e.g. 2026-07-28T10:12:33+09:00. Its date is the only source of the current date for this run: judging whether a pixel's last_fired_time is "recent" is a comparison against it, and the observation_due you write in step 12 is server_now's date + 7 days. Do not shell out (this skill must run in Bash-less headless hosts) and do not read the date off STATE.json — last_synced_at, reports.*.period and action_log timestamps are history, never evidence of what day it is now. Never write server_now into STATE.json: it is a response field, and a persisted copy becomes tomorrow's stale "today".

1. Load context: Read STRATEGY.md (especially each Goal's declared conversion definition, Persona, and Operation Mode) and STATE.json (the same mureo_state_get response from step 0 on MCP hosts). 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>:<provider>) 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. The one exception is step 8's tracking-parameter consistency check: it is platform-neutral and analyses ad records you pass in rather than a per-platform analytics module, so it applies to a plugin or hosted platform exactly as it does to Google and Meta — whenever that platform's own tools can list ads with their destination URLs.

8. Tracking-parameter consistency — every platform (analysis_tracking_consistency_check): steps 3-7 ask whether the conversion signal arrives. This step asks whether the click that produced it lands in the right row of the analytics everyone downstream reads. An ad uploaded into campaign B carrying campaign A's utm_campaign breaks segment-level reporting while delivery, spend and conversions all look perfectly healthy — nothing appears broken, so nobody investigates.

   • Collect ad records for every platform you enumerated in step 2, into one platform-neutral list. Each record is {ad_id, campaign_id, campaign_name, platform, final_urls, impressions}:
     • Google Ads: google_ads_ads_list returns final_urls, campaign_id and campaign_name directly.
     • Meta Ads: meta_ads_ads_list — the link is in creative.object_story_spec (link_data.link, or the call-to-action link on video_data / photo_data / template_data), and creative.url_tags is appended to it at delivery time, so pass the link with url_tags merged onto its query string.
     • Plugin platforms: use the plugin's own ad-listing tool and its final_url field; pass the canonical plugin:<dist>:<provider> key as platform (see ../_mureo-shared/SKILL.md).
     • Bridged / hosted connectors: pass whatever destination URL the connector reports. The Amazon Ads bridge exposes no destination-URL field — pass those ads with final_urls: [] so they are reported as unchecked rather than clean.
     • impressions is what grades the finding: supply it per ad (a per-ad performance report over the audited window) so mureo can tell a served mis-tagged ad — a data-integrity incident needing a reporting caveat — from one that never served, a cheap fix. Omit it only when the platform cannot give it; omitted is not the same as 0.
   • Declared convention: if STRATEGY.md has a ## Tracking Convention section, pass that text as convention_markdown verbatim. Do not interpret it yourself — mureo parses it. Without one, the zero-configuration checks still run.
   • Report what comes back, and only that. Findings carry severity, delivery_state, the ad ids and the evidence (which parameters differ, which campaign the borrowed scheme belongs to, which landing page two schemes collided on). mureo deliberately does not say which of two schemes is correct — put both in front of the operator. Never add a finding of your own by eyeballing utm values: guessing an account's convention is the failure this check replaces. In particular, only utm_source / utm_medium / utm_campaign identify a campaign; utm_content and utm_term vary per creative and per keyword by design and are deliberately not compared, so do not report them as inconsistencies.
   • ads_without_readable_url is not a pass. List those ads explicitly as not checked on the platform they came from, and carry the tool's notes into the scorecard evidence.
   • Full list of what this check can and cannot detect: docs/tracking-consistency.md.

9. 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
   Meta Ads    URL tracking consistency           OK       0 findings / 34 ads
   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%)
   Google Ads  URL tracking consistency           Broken   16 ads carry campaign A's utm_campaign
   Amazon Ads  URL tracking consistency           n/a      not checked — bridge exposes no URL
   

   Rate the consistency row Broken when any finding has delivery_state: served (reporting is already wrong), Watch when findings exist but nothing served, and OK only when the platform's ads were all readable and produced no findings.

10. 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.

11. 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 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. A plugin / bridged write (including Amazon Ads) does reach the gate — exactly on the money tools mureo declares paths for (the 13 money-carrying Amazon tools), with the pattern scan still applied underneath as a floor, and best-effort on argument-key patterns alone for anything else — so still state the applicable cap.

12. 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 from server_now's date, 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.

13. 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 — use server_now
    • period: the window audited (e.g. "LAST_30_DAYS")
    • totals: the account's headline figures, using the canonical metric vocabulary — spend, conversions, cpa, ctr, clicks, impressions. This is the block the dashboard renders as figures. Raw numbers only: 773957, not "¥773,957"; 0.0466, not "4.66%" — one of those keys carrying a string is refused, because it sits where the view reads a figure and renders as nothing. A key outside the vocabulary may ride along: it is stored, just not shown as a headline number. Omit totals entirely if this run gathered no account-level figures.
    • kpis: the per-platform breakdown, not the headline row — tracking health counts (e.g. {"meta_ads": {"pixels_ok": 1, "broken": 1}}), the tracking-parameter consistency counts from step 8 ({"google_ads": {"tracking_findings": 3, "ads_unchecked": 0}}) and any ads-vs-GA4 divergence
    • flags: notable items (e.g. ["meta_lead_event_missing", "google_primary_action_zero_conv", "tracking_parameter_mismatch"])
    • narrative: the overall verdict (OK / Watch / Broken) and what you propose next, at most 400 characters — the tool refuses a longer one rather than truncating it (a sentence cut in half is worse than a long one). Do not restate the figures and do not list the findings here: numbers belong in totals, findings in flags.

    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.