Serial Scaling · Confidential
Alix — Technical & Analytics Audit
Schema Coverage · Conversion Tracking · Analytics Stack
26%
Pages with schema
(15 of 57)
(15 of 57)
1
Rich Result error
blocking a feature
blocking a feature
3 tools
Installed on form only
not on main site
not on main site
Partial
Conversion tracking
(fires; unattributed)
(fires; unattributed)
Broken
Cross-domain
source attribution
source attribution
Part A
Analytics & Conversion Tracking
Every tool checked against the live site source code and conversion flow. The form at go.meetalix.com/form is the primary conversion point — every "Talk to an Expert" click lands there. The session breaks between the two domains.
Verified live: traffic source attribution is lost on every "Talk to an Expert" click. Browser test confirmed: clicking the CTA sends the user to
go.meetalix.com/form with no _gl= linker parameter. The user's client ID carries across (subdomain cookie), so GA4 recognises the same person — but the traffic SOURCE (organic / paid / content page) does not carry over. Every form submission appears as (direct) / (none) regardless of what drove it. With $100K+/mo in paid media and an organic programme being built, this means zero visibility into which channel or content drives conversions. The fix is a single GA4 admin config, no code.
01 — Analytics Stack: What is installed and what is missing
| Tool | Status | Detail | Action required |
|---|---|---|---|
| Google Analytics 4 G-6X398LJCCR |
Connected | Present on all pages of meetalix.com. Implemented directly via gtag.js through Webflow project settings. Tracks pageviews and basic enhanced measurement. |
No code change needed here — action required on cross-domain (see row 5) |
| Google Tag Manager (meetalix.com) |
Missing | Not installed on meetalix.com. GA4 runs direct. Without GTM, adding any new event tracking (CTA clicks, scroll depth, form interactions) requires changes to Webflow custom code — slow and fragile. | P1 Add GTM container to meetalix.com via Webflow custom code in <head>. Route GA4 through GTM rather than direct. This unblocks all event tracking without future code deploys. |
| Google Tag Manager (go.meetalix.com) GTM-K7SQWWKC |
Present | GTM is active on the conversion form domain. This is where conversion events should be firing. Currently unlinked to the main site session. | Once cross-domain linker is set up (see row 5), use this GTM container to fire GA4 form-submission events back to G-6X398LJCCR |
| Microsoft Clarity | Wrong location | Live browser test confirmed: Clarity IS installed on go.meetalix.com/form (18 Clarity network requests detected during form page load) but is completely absent from meetalix.com. This is backwards from what's useful — Clarity records what happens on the form (which is one page and one action) but cannot record heatmaps, rage clicks, or scroll depth on the 35+ resource articles and homepage where content engagement decisions actually happen. | P1 Add Clarity to meetalix.com via Webflow custom code (use the same Clarity project ID already on the form). One paste in Webflow Project Settings → Custom Code → Head. Once added, session recordings will cover the full user journey from article to form. |
| Cross-domain tracking (meetalix.com ↔ go.meetalix.com) |
Attribution broken | Live browser test confirmed: clicking "Talk to an Expert" sends the user to https://go.meetalix.com/form with NO _gl= linker parameter appended to the URL. The _ga client ID cookie partially carries across because go is a subdomain of meetalix.com (subdomain cookie inheritance). However the traffic source (organic vs paid vs direct) does NOT carry over — GA4 on go.meetalix.com starts a new session with source=(direct), erasing which page, keyword, or channel drove the form visit. |
P1 — Critical
In GA4 Admin → Data Streams → meetalix.com → Configure tag settings → Configure your domains: add
go.meetalix.com and app.meetalix.com. GA4 will then automatically append ?_gl= to all outbound links to those domains, preserving session source across the domain boundary. This is the single most impactful analytics fix available — it requires no code change, only a GA4 admin configuration. |
| Google Search Console | Connected | GSC is verified and pulling data. Organic click, impression, CTR, and position data is confirmed live in our reporting system for meetalix.com. | No action needed. Maintain sitemap submission and review coverage report monthly. |
| Meta (Facebook) Pixel | Wrong location | Live browser test confirmed: Meta Pixel IS installed on go.meetalix.com/form (4 Facebook network requests detected) but is absent from meetalix.com. With $100K+/mo in Meta spend, this means the pixel only fires on users who reach the form — it cannot build retargeting audiences from the content pages (resources, homepage, how-we-help) that Meta ads send users to. Lookalike audiences and ViewContent events are not being generated from paid traffic. | P1 Add Meta Pixel to meetalix.com via Webflow custom code. Fire ViewContent on page load across all pages. Fire Lead on form confirmation (already partially covered on go.meetalix.com). This is critical for retargeting and ROAS measurement given the $100K+/mo Meta spend. Confirm the Pixel ID with Anthony. |
| HubSpot Tracking | Partial | Live verification confirmed: HubSpot tracking script (hs-script-loader.js, portal ID 43794943) IS present on go.meetalix.com/form. It is NOT present on meetalix.com. This means HubSpot can track activity on the conversion form but cannot see which content pages a visitor came from before filling out the form — the same source attribution gap as GA4. |
P2 Add HubSpot tracking code to meetalix.com via Webflow custom code (same portal ID: 43794943). Once the cross-domain linker is also in place, HubSpot contact records will carry the original content page source — enabling closed-deal attribution by first-touch content. |
02 — Event Tracking: What fires, what is missing, what to add
| Event | Currently tracked? | Why it matters | How to add |
|---|---|---|---|
| Pageview | Yes | Every page load fires a pageview to GA4. Sessions, engaged sessions, and traffic source attribution work at this level. | Already active. No action needed. |
| Scroll depth | Partial | GA4 enhanced measurement fires a 90% scroll event automatically. This tells us whether users read content or bounce. Confirmed the script fires an event call on resource pages. |
Verify in GA4 Admin → Data Streams → Enhanced Measurement is ON. No additional code needed. |
| "Talk to an Expert" click | Not tracked | This is the single most important micro-conversion on meetalix.com. Every CTA click represents a potential $9K customer. Currently fires no GA4 event — just a page navigation to a different domain. | P1 Once GTM is installed: create a Click trigger on href contains go.meetalix.com/form, fire a GA4 event: event_name: cta_click, label: talk_to_expert, location: {{Page Path}} |
| Form view (go.meetalix.com) | Not attributed | The form page loads but without cross-domain tracking, the source is always "direct." We cannot see whether content, paid, or organic drove the form view. | P1 Fix cross-domain tracking (see Section 01, row 5) — this automatically restores source attribution for form page views. |
| Form submission | Tracked, unattributed | Live verification confirmed: intake_step_completed fires in the GTM container on go.meetalix.com at each form step, including the final submit. The event IS reaching the dataLayer. However, because the session broke at the domain boundary, GA4 cannot tie this event to the content page, keyword, or traffic source that started it. The form knows a lead was submitted; GA4 does not know what drove it. |
P1 Fix cross-domain tracking (Section 01, row 5) — this single change restores full source attribution for the existing intake_step_completed event. No new GTM tag needed; just connect the sessions. Then mark intake_step_completed as a GA4 Conversion event. |
| "Log In" click | Not tracked | Existing customer re-engagement signal. If login clicks correlate to post-conversion usage, this tells us retention health by acquisition source. | P3 GTM click trigger on href contains app.meetalix.com/login. GA4 event: login_click. |
| Outbound link clicks | Partial | GA4 enhanced measurement tracks outbound clicks automatically (if enabled). Useful for seeing which resource-page external links users follow. | Confirm in GA4 Enhanced Measurement settings. Tag outbound links with UTM parameters where possible (e.g. Trustpilot, BBB). |
| Content engagement (Resource articles) |
Not tracked | 35+ resource articles are the SEO content engine. Knowing which articles drive CTA clicks vs. which only drive pageviews is essential for prioritising future content. | P2 Once GTM is installed: track CTA clicks on resource pages by Page Path segment. Build a GA4 Exploration showing content page → cta_click → form view funnel. |
The fix sequence is exactly four steps, in order. (1) Add GTM to meetalix.com via Webflow custom code — this is a single paste into the Webflow project settings, no dev required. (2) Configure GA4 cross-domain linker for go.meetalix.com — done in GA4 Admin, no code. (3) In the go.meetalix.com GTM container, add a GA4 form-submission event tag. (4) Install Microsoft Clarity on meetalix.com via GTM. All four steps are a half-day of configuration work. Once done, every form submission can be traced back to the exact page, keyword, and traffic source that drove it.
Part B
Schema & Structured Data
Crawl of 264 URLs on meetalix.com. 57 indexable pages checked for structured data. 15 have schema (26%); 42 have none. Only pages in the Schema column below have any JSON-LD present.
Coverage by page type
| Page type | Pages | Has schema | Coverage |
|---|---|---|---|
| Homepage | 1 | 0 | |
| Core pages how-we-help, about-us, estate-101 |
3 | 1 | 33% |
| Story / case study pages finding-what-her-mother, handling-a-sisters… |
9 | 9 | 100% |
| How-to / guide pages estate-settlement-101 steps |
5 | 4 | 80% |
| Resource articles (/resources/*) | 35 | 0 | |
| Author pages | 2 | 0 | |
| Legal / policy pages | 3 | not needed | — |
Schema types present (pages that have schema)
Types confirmed present:
Article
HowTo
HowToStep
HowToDirection
FAQPage
ImageObject
Organization
Person
Service
LegalService
WebPage
CollectionPage
Types missing (high-value, not deployed):
WebSite + SearchAction
SoftwareApplication
ProfessionalService
BlogPosting
ProfilePage
BreadcrumbList
03 — Active errors and warnings (pages that already have schema)
| Page | Schema type | Rich Result errors | Warnings | What is wrong | Fix |
|---|---|---|---|---|---|
/finding-what-her-mother-left-behind |
Article LegalService | 1 error | 6 warnings | Google Article Rich Result error. LegalService is being used for an estate-settlement software company — likely incorrect type causing the validation failure. 6 warnings likely from missing recommended Article fields (author.url, image.width/height). | P1 Replace LegalService with ProfessionalService. Add author.url and explicit image dimensions to the Article schema. |
/family-stories |
Article CollectionPage | 0 | 18 warnings | 18 warnings on a CollectionPage schema most likely means the hasPart or item array is missing or incomplete. Google expects CollectionPage to list the items it contains. |
P1 Add hasPart array to CollectionPage schema listing each story page. Or simplify: remove CollectionPage and keep only Article + Service on this page. |
/opening-estate-accounts…/distributing-assets…/discovering-securing…/finding-the-will… |
HowTo HowToStep | 0 | 2 each | HowTo schema warnings typically indicate missing recommended properties: totalTime (ISO 8601 duration), estimatedCost, or supply/tool lists. Not blocking Rich Results but reduces display richness. |
P2 Add totalTime (e.g. "P3M" for 3 months) and estimatedCost to each HowTo block. These are Webflow custom code additions per page. |
/navigating-the-out-of-state-probate… |
Article Place | 0 | 3 warnings | Place schema on an estate settlement article is unusual and likely generating warnings. Place requires geo coordinates or address, which are absent here. |
P2 Remove the Place type from this page's schema. It adds no Rich Result value and generates validation noise. |
/what-the-next-12-to-18-months… |
FAQPage Answer | 0 | 2 warnings | FAQPage schema has 2 warnings. Likely acceptedAnswer.text is missing or the Question type is incorrectly nested. |
P2 Validate this page at search.google.com/test/rich-results. Ensure each FAQ Question has an acceptedAnswer with a non-empty text field. |
04 — Schema build plan: what to add and where (pages currently missing schema)
| Page / page type | Schema to add | Why | Priority |
|---|---|---|---|
Homepagemeetalix.com/ |
Organization WebSite + SearchAction Service | Organization schema on the homepage is how Google and AI engines understand what Alix is — name, description, logo, sameAs links (Trustpilot, BBB, Forbes, LinkedIn). WebSite + SearchAction enables the Google Sitelinks Search Box. Service schema describes the estate settlement offering directly. | P1 — Week 1 |
How We Helpmeetalix.com/how-we-help |
Service ProfessionalService | This is the primary service description page. Service + ProfessionalService schema signals to Google what Alix offers, its service area (all 50 US states), and its price range. Required for Google to consider Alix in Local Pack and AI Overview responses for service queries. | P1 — Week 1 |
About Usmeetalix.com/about-us |
Organization Person | Organization schema here reinforces the entity footprint. Person schema for Alexandra (CEO) and Hugh builds E-E-A-T signals and gives AI engines the founder context needed to cite Alix in "about the company" responses. Alexandra's Business Insider story is a strong sameAs reference to include. |
P1 — Week 1 |
| All /resources/* articles 35 pages — zero schema currently |
Article BreadcrumbList | 35 resource articles with no schema is the largest single gap. Article schema on every piece enables Google Article Rich Results (headline image in search), provides author attribution for E-E-A-T, and gives AI engines citable structured content. BreadcrumbList helps Google understand site hierarchy and can display breadcrumbs in search results. | P1 — Week 2 Webflow CMS template change; one update covers all articles |
Author pages/author/delaney-haley/author/alix-team |
Person ProfilePage | Author pages without Person schema provide no E-E-A-T signal to Google. Delaney Haley is credited on legal/estate content — a Person schema linking her to her credentials and the articles she authored strengthens the YMYL credibility signal across every article she is listed on. | P2 — Week 2 |
Estate Settlement 101 hubmeetalix.com/estate-settlement-101 |
Article (add to existing HowTo) | This page has HowTo and Organization schema but is missing an Article wrapper. Adding Article schema enables the Google Article Rich Result eligibility, which this high-traffic pillar page should qualify for. | P2 |
The resource article schema is a single Webflow CMS template change. All 35 /resources/* articles are built from one CMS template in Webflow. Adding Article JSON-LD to that template — pulling author, date, headline, and image from the CMS fields — deploys schema to all 35 pages simultaneously. This is the highest-leverage single action in the schema plan: one publish in Webflow, 35 pages gain Rich Result eligibility.
Part C
Fix Recommendations
Ordered by impact. Analytics fixes are configuration-only (no development). Schema fixes are Webflow custom code additions.
| Priority | Task | Owner |
|---|---|---|
| P1 | Add GTM to meetalix.com — Paste GTM snippet into Webflow Project Settings → Custom Code → Head. Use the existing GTM-K7SQWWKC container OR create a dedicated container for meetalix.com. | Anthony / Webflow |
| P1 | Configure GA4 cross-domain — GA4 Admin → Data Streams → meetalix.com → Configure tag settings → add go.meetalix.com and app.meetalix.com. Verified live: CTA currently sends users with no _gl= parameter — all conversions show as (direct). |
Anthony |
| P1 | Mark intake_step_completed as GA4 conversion — Verified live: this event already fires in the GTM container on go.meetalix.com. Enable it as a conversion event in GA4 Admin. Once cross-domain is fixed, this immediately becomes attributable. |
Anthony |
| P1 | Add CTA click event — GTM (meetalix.com, once installed): Click trigger on href contains go.meetalix.com → GA4 event: cta_click with Page Path dimension. Tracks which content pages generate "Talk to an Expert" clicks. |
Anthony |
| P1 | Add Clarity to meetalix.com — Confirmed live: Clarity IS installed on go.meetalix.com/form (18 requests detected). Add the same project tag to meetalix.com via Webflow custom code. Extends session recordings to all content pages where browsing decisions happen. | Anthony / Webflow |
| P1 | Add Meta Pixel to meetalix.com — Confirmed live: Pixel IS on go.meetalix.com/form (4 FB requests detected) but absent from meetalix.com. Add via Webflow custom code. Fire ViewContent on all pages. Without this, Meta ads spend $100K+/mo sending traffic to pages that build zero retargeting audiences. |
Anthony |
| P1 | Fix /finding-what-her-mother-left-behind schema — Replace LegalService with ProfessionalService. Add author.url and image dimensions. Resolves the confirmed Rich Result error blocking the Article feature in Google Search. |
SEO team |
| P1 | Homepage schema — Add Organization (name, logo, sameAs: Trustpilot + BBB + Forbes + LinkedIn), WebSite + SearchAction, and Service as JSON-LD in Webflow Page Settings → Custom Code. |
SEO team |
| P1 | How We Help + About Us schema — Add ProfessionalService to /how-we-help. Add Organization + Person (Alexandra + Hugh, with sameAs references) to /about-us. |
SEO team |
| P1 | Resource article template schema — One Webflow CMS template change deploys Article JSON-LD to all 35 /resources/* articles simultaneously. Pull name, datePublished, author, image, url from existing CMS fields. One publish, 35 pages gain Rich Result eligibility. |
SEO team + Webflow |
| P2 | /family-stories CollectionPage fix — Remove CollectionPage schema or add hasPart array. Resolves 18 warnings. |
SEO team |
| P2 | Author page schema — Add Person + ProfilePage to /author/delaney-haley and /author/alix-team. Include knowsAbout, jobTitle, worksFor. |
SEO team |
| P2 | HowTo warnings fix — Add totalTime to all 4 HowTo pages. Resolves 2 warnings per page. |
SEO team |
| P2 | HubSpot on meetalix.com — Confirmed live: HubSpot IS on go.meetalix.com (portal 43794943). Add to meetalix.com via Webflow custom code. Once cross-domain linker is live, HubSpot contacts will carry the original traffic source through to closed-deal attribution. | Anthony / HubSpot admin |
| P2 | Verify Meta Pixel ID consistency — Confirm the Pixel ID on go.meetalix.com/form matches the one in Meta Ads Manager. Add a Lead event on form submission confirmation. |
Anthony |
| P3 | GA4 Exploration: content-to-conversion funnel — Once cross-domain + CTA events are live, build a GA4 Exploration: Resource article → cta_click → form view → intake_step_completed. This becomes the core content performance dashboard. | Anthony / SEO team |
After Week 1, what changes. Every "Talk to an Expert" click becomes traceable to its source page, keyword, and traffic channel. Session recordings from Clarity will show exactly where users hesitate or drop off before clicking. The content-to-conversion funnel will be visible for the first time. The resource articles will gain Article schema and Rich Result eligibility across all 35 pages simultaneously. The homepage, service page, and about page will have entity schema, which is the citation signal AI engines use when they describe Alix in response to estate settlement queries.
Part D
Live Test Results
Three end-to-end browser journeys run June 15 2026 to verify the findings above. A test lead was submitted on each journey using the identity SS Audit Test June2026 / aditya+alixtest@serialscaling.com — filter or delete these records in HubSpot.
Journey Results — What was confirmed live
| Journey | Attribution | Events fired | Key finding |
|---|---|---|---|
| 1. Homepage → CTA → Form meetalix.com → go.meetalix.com/form |
Broken | intake_step_completedgtm.formInteract |
CTA link has no _gl= parameter. GA4 client ID carries to form (subdomain cookie), but source/medium is (direct)/(none). Clarity (15 hits) and HubSpot confirmed on form. Test lead submitted. |
| 2. Resource Article → CTA → Form meetalix.com/resources/estate-documents-checklist → form |
Broken | intake_step_completedgtm.formInteract |
Identical outcome to J1 — source article is invisible to the form. The exact article a visitor read before converting cannot be identified without the cross-domain fix. Test lead submitted. |
| 3. Organic (Google referrer) → Article → Form Referrer: google.com → meetalix.com/resources/what-does-an-executor-do → form |
Broken | intake_step_completed |
Google referrer carried to the resource page but not into the form session. The form saw referrer = google.com (HTTP header), but without a linker parameter and without GA4 on the main site, this visit cannot be credited to organic in GA4 reports. Test lead submitted. |
Confirmed across all 3 journeys
| Check | Result | Notes |
|---|---|---|
| CTA cross-domain linker | Missing on all journeys | CTA href is https://go.meetalix.com/form with no _gl= parameter on every page type tested. |
intake_step_completed event |
Fires on all journeys | The event is already implemented in the form’s GTM container. Once cross-domain tracking is fixed and this event is marked as a GA4 conversion, attribution will work immediately with no additional form code changes. |
| GA4 client ID continuity | Partial | Client ID carries from meetalix.com to go.meetalix.com via the shared _ga cookie (same root domain). The user is recognised; the session source is not. New visitors (no prior cookie) get no continuity at all. |
| Clarity & HubSpot on form | Confirmed | Clarity (15 network hits on J1/J2) and HubSpot (portal 43794943) are active on the form. Both need to be added to meetalix.com to cover the full session. |
| Meta Pixel on form | Present, not on main site | FB Pixel JS confirmed on form in J1/J2. Absent from meetalix.com entirely — the primary browsing surface. Retargeting audiences cannot be built from organic site visitors. |
| Test leads in HubSpot | Action required | 3 test leads submitted: SS Audit Test June2026 / aditya+alixtest@serialscaling.com. Filter or delete from HubSpot to keep reporting clean. |
Serial Scaling · Confidential · June 2026
Source: Screaming Frog crawl Jun 2026 · Live site source verification Jun 15 2026