Alix — Technical & Analytics Audit

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
Homepage `meetalix.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 Help `meetalix.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 Us `meetalix.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 hub `meetalix.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 — hover any row to expand
P1	Add GTM to meetalix.com i — Paste GTM snippet into Webflow Project Settings → Custom Code → Head. Use the existing GTM-K7SQWWKC container OR create a dedicated container for meetalix.com. What Google Tag Manager is the tag container that makes all analytics, conversion tracking, and event measurement possible on meetalix.com. Right now it exists only on the form subdomain (go.meetalix.com) — the main site is untagged. Why Every other analytics fix in this audit depends on GTM being on meetalix.com first. Without it, GA4, Clarity, Meta Pixel, and CTA event tracking cannot be added to any content page. How to fix Webflow Project Settings → Custom Code → Head → paste GTM-K7SQWWKC snippet (the existing container, or create a new one dedicated to meetalix.com). Publish the site. No developer required — Webflow editor access is sufficient.
P1	Configure GA4 cross-domain i — 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). What GA4 currently treats meetalix.com and go.meetalix.com as separate websites. When a visitor clicks "Talk to an Expert" they appear as a brand-new anonymous user on the form — the session origin is lost. Why Every form submission today shows as (direct)/(none) in GA4 regardless of whether it came from paid search, organic, or a specific article. Confirmed live via browser test and the submitted HubSpot record (hs_analytics_source: DIRECT_TRAFFIC). With $100K+/mo in paid media, this means zero ROI visibility per channel. How to fix GA4 Admin → Data Streams → meetalix.com → Configure tag settings → under "List of domains" add: go.meetalix.com and app.meetalix.com. This adds a `_gl=` linker parameter to all CTA links automatically. Takes 2 minutes, no code required.
P1	Mark `intake_step_completed` as GA4 conversion i — 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. What The `intake_step_completed` event fires on every step of the intake form — confirmed live. It is not yet marked as a conversion in GA4 Admin, so GA4 has no conversion data at all. Why Without a conversion event, GA4 cannot report ROAS for paid campaigns, compare conversion rates by channel, or show which content pages produce leads. This is the single toggle that unlocks all conversion reporting. How to fix GA4 Admin → Events → find `intake_step_completed` → toggle "Mark as conversion." Do this after the cross-domain fix is live so the event carries correct source attribution from its first tracked conversion.
P1	Add CTA click event i — 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. What No event currently fires when a visitor clicks "Talk to an Expert." There is no way to know which pages, articles, or sections drive CTA clicks — or how many clicks each page generates. Why Without a `cta_click` event, content ROI is unmeasurable at the page level. You cannot tell whether the homepage, a probate article, or a checklist page converts better. This is the top-of-funnel signal for content investment decisions. How to fix In GTM (once installed on meetalix.com): create a Click trigger where `{{Click URL}} contains go.meetalix.com` → GA4 Event tag: event_name = `cta_click`, parameter = `page_path` (pull from built-in variable). Preview, test, publish.
P1	Add Clarity to meetalix.com i — 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. What Microsoft Clarity (session recordings + heatmaps) is confirmed active on the form at go.meetalix.com/form. It is completely absent from meetalix.com. The browsing journey — reading articles, scrolling the homepage, deciding to click the CTA — is invisible. Why Clarity recordings show exactly where users scroll, hesitate, and exit before converting. Without coverage on the main site, there is no behavioural data to improve content layout, CTA placement, or page structure for conversion. How to fix Webflow Project Settings → Custom Code → Head → paste the Clarity tracking snippet using the same project ID already active on the form. Publish. Recordings will start on meetalix.com within minutes.
P1	Add Meta Pixel to meetalix.com i — 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. What The Meta Pixel is confirmed on go.meetalix.com/form but is completely absent from meetalix.com. Visitors who read articles, browse the homepage, or view service pages cannot be added to retargeting audiences in Meta Ads. Why Meta is scaling toward $200K/mo in spend. Every visitor who lands on meetalix.com from a Meta ad and leaves without converting is permanently lost — no retargeting is possible. Adding the Pixel to the main site is the minimum requirement for running any retargeting or lookalike campaign. How to fix Webflow Project Settings → Custom Code → Head → paste Meta Pixel base code. Add `fbq('track', 'ViewContent')` on page load. Confirm the Pixel ID matches the one in Meta Ads Manager (verified against the ID on the form). Add a `Lead` event on the thank-you page (go.meetalix.com/thank-you-estatesize).
P1	Fix /finding-what-her-mother-left-behind schema i — Replace `LegalService` with `ProfessionalService`. Add `author.url` and image dimensions. Resolves the confirmed Rich Result error blocking the Article feature in Google Search. What The article at /resources/finding-what-her-mother-left-behind uses `LegalService` schema, which is not a valid type for an Article page. Google's Rich Results validator flags this as an error — not a warning. Why This is the only confirmed Rich Result error in the entire crawl. A Rich Result error actively blocks Google from showing the Article enhanced result (headline image, author, date) in search. This page's search appearance is suppressed until the error is resolved. How to fix In the page's JSON-LD block: change `@type: "LegalService"` to `@type: "ProfessionalService"`. Add `author.url` pointing to the author's page. Add `image.width` and `image.height` to the image object. Deploy via Webflow page-level Custom Code. Validate at search.google.com/test/rich-results.
P1	Homepage schema i — Add `Organization` (name, logo, sameAs: Trustpilot + BBB + Forbes + LinkedIn), `WebSite + SearchAction`, and `Service` as JSON-LD in Webflow Page Settings → Custom Code. What The homepage has no structured data. Google and AI engines have no machine-readable signal about what Alix is, who operates it, where it has been mentioned, or what service it provides. Why `Organization` schema with `sameAs` links (Trustpilot, BBB, Forbes, LinkedIn) is the primary brand-authority signal AI engines use when describing Alix in estate settlement queries. `WebSite` with `SearchAction` enables Google's Sitelinks search box. Missing all three is the most consequential schema gap for brand discoverability. How to fix Webflow Page Settings (homepage) → Custom Code → Head → add three JSON-LD blocks: (1) Organization: name, url, logo, sameAs array. (2) WebSite: url + SearchAction potentialAction. (3) Service: serviceType "Estate Settlement", provider = Alix Organization. One-time paste, no CMS template needed.
P1	How We Help + About Us schema i — Add `ProfessionalService` to /how-we-help. Add `Organization` + `Person` (Alexandra + Hugh, with sameAs references) to /about-us. What The service page (/how-we-help) and about page (/about-us) have no structured data. There is no machine-readable connection between these pages and the organisation or its principals. Why `Person` schema for Alexandra and Hugh establishes E-E-A-T signals that help Google attribute expertise to the people behind the content — especially important for YMYL categories like estate and probate. `ProfessionalService` on the service page makes the offering legible to AI answer engines. How to fix /how-we-help: add `ProfessionalService` JSON-LD (name, description, serviceType, provider). /about-us: add `Organization` block + two `Person` blocks — Alexandra (CEO, jobTitle, sameAs LinkedIn) and Hugh (jobTitle, sameAs LinkedIn). Per-page Custom Code in Webflow.
P1	Resource article template schema i — 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. What 35 resource articles have no Article schema. The CMS template is a single file — one change propagates to all 35 pages on the next publish. Why Article schema enables the Article Rich Result in Google Search (headline image, author, date visible in results). It is also the schema AI engines cite when pulling editorial content into answers. 35 pages with one template change is the single highest-ROI schema fix in this audit. How to fix Webflow CMS Designer → open the /resources/ article template → Custom Code → Head → add Article JSON-LD using Webflow CMS field bindings: `name` = CMS Title, `datePublished` = CMS Date, `author.name` = CMS Author, `image.url` = CMS Hero Image, `url` = CMS Slug. Publish the template. All 35 pages update simultaneously.
P2	/family-stories CollectionPage fix i — Remove CollectionPage schema or add `hasPart` array. Resolves 18 warnings. What The /family-stories page has `CollectionPage` schema but is missing the required `hasPart` array that lists the items in the collection. This generates 18 structured data warnings in Google's validator. Why Schema warnings signal incomplete structured data to Google and reduce the likelihood of enhanced search features. 18 warnings on a single page is the highest warning count in the crawl. How to fix Option A (faster): remove the CollectionPage JSON-LD block entirely from /family-stories. Option B (complete): add a `hasPart` array to the existing block, listing each family story article as a `ListItem` with `url` and `name`. Either resolves all 18 warnings.
P2	Author page schema i — Add `Person` + `ProfilePage` to /author/delaney-haley and /author/alix-team. Include `knowsAbout`, `jobTitle`, `worksFor`. What The author pages for Delaney Haley and the Alix team have no `Person` or `ProfilePage` schema. There is no machine-readable connection between the author identity and the articles they wrote. Why Author schema is one of Google's key E-E-A-T signals for YMYL content (estate, probate, financial). It links the author to their expertise and their articles, strengthening trustworthiness signals in rankings for sensitive queries. How to fix Add `Person` + `ProfilePage` JSON-LD to each author page: include `name`, `jobTitle`, `knowsAbout` (estate settlement, probate, executor responsibilities), `worksFor` (Alix), `url`. Reference the author's `Person` entity in each Article schema's `author` field to create the link.
P2	HowTo warnings fix i — Add `totalTime` to all 4 HowTo pages. Resolves 2 warnings per page. What 4 pages use `HowTo` schema but are missing the `totalTime` property, which Google recommends for HowTo Rich Results. Each missing property generates 2 warnings (8 total). Why HowTo Rich Results (step-by-step display in search) require complete schema. Missing `totalTime` reduces the chance of the enhanced result showing for queries like "how to settle an estate" or "how to file for probate." How to fix Add `totalTime` to each of the 4 HowTo JSON-LD blocks using ISO 8601 duration format — e.g., `"totalTime": "PT2H"` for a 2-hour process or `"P30D"` for a 30-day process. Update per-page Custom Code in Webflow for each of the 4 pages.
P2	HubSpot on meetalix.com i — 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. What HubSpot tracking (portal 43794943) is confirmed active on the form at go.meetalix.com/form. It is absent from meetalix.com. HubSpot cannot see which content pages a contact visited before submitting the form. Why Without HubSpot on meetalix.com, the contact record carries no first-touch page attribution. Once the cross-domain GA4 linker is active, this becomes the source of closed-deal attribution — showing which article or page originated a deal. Both fixes are required together. How to fix Webflow Project Settings → Custom Code → Head → paste HubSpot tracking code using portal ID 43794943. Publish. Once the GA4 cross-domain fix is also live, HubSpot contacts will carry original traffic source through to the deal record automatically.
P2	Verify Meta Pixel ID consistency i — Confirm the Pixel ID on go.meetalix.com/form matches the one in Meta Ads Manager. Add a `Lead` event on form submission confirmation. What The Meta Pixel on go.meetalix.com/form fires 4 requests per page load but there is no `Lead` event on the thank-you page (go.meetalix.com/thank-you-estatesize). Form completions are not being sent to Meta as conversions. Why Without a `Lead` conversion event, Meta cannot optimise campaigns for lead generation. Cost-per-lead from Meta is unmeasurable, and the algorithm cannot shift spend toward audiences that convert rather than just click. How to fix Step 1: In Meta Events Manager, confirm the active Pixel ID and compare it against the Pixel code on go.meetalix.com/form (ask Anthony for the Pixel ID in use). Step 2: Add `fbq('track', 'Lead')` on the thank-you page at /thank-you-estatesize — via GTM tag triggered on page URL contains "thank-you". Step 3: Verify in Meta Events Manager that Lead events appear after a test conversion.
P3	GA4 Exploration: content-to-conversion funnel i — 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. What Once the upstream fixes are in place (cross-domain + CTA event), GA4 will have all the data to show the complete funnel from content page to conversion. A GA4 Funnel Exploration report surfaces this as a reusable dashboard. Why This report becomes the central view for content ROI: which articles drive CTA clicks, where users drop off in the form, and which traffic sources produce the highest conversion rates. It replaces guesswork with weekly data for content prioritisation. How to fix GA4 → Explore → Funnel exploration. Steps: (1) session_start, segmented by source/medium; (2) page_view where page_path contains /resources/; (3) event: cta_click; (4) event: intake_step_completed. Add breakdown dimension: page_path to see per-article performance. Save as a shared Exploration named "Content to Conversion."

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. Journey 1 includes a complete form submission to confirm end-to-end delivery. Test identity: SS Audit Test June2026 / aditya+alixtest@serialscaling.com — filter or delete from HubSpot (portal 43794943) to keep reporting clean.

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_completed` `gtm.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. Form submitted end-to-end. HubSpot contact created with `hs_analytics_source: DIRECT_TRAFFIC` — the submitted record carries no channel credit, confirming attribution loss is not theoretical.
2. Resource Article → CTA → Form meetalix.com/resources/estate-documents-checklist → form	Broken	`intake_step_completed` `gtm.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. Attribution test only; no separate submission required.
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. Attribution test only; confirmed by J1 HubSpot data.

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.
End-to-end form delivery	Confirmed	Journey 1 submitted a complete 10-step form. HubSpot contact created (portal 43794943) at 13:13 UTC Jun 15 2026. Contact `hs_analytics_source` shows `DIRECT_TRAFFIC` despite a full browser journey originating from meetalix.com — live proof that attribution loss affects every submission. Please filter or delete: SS Audit Test June2026 / aditya+alixtest@serialscaling.com.

Part E

Conversion Audit

Where conversions are actually happening — and what remains invisible. Data sourced from Google Ads, Google Search Console, and HubSpot CRM (June 2026). This section directly maps to the tracking fixes in Part C.

15,272

HubSpot contacts
from paid search

1,230

HubSpot contacts
from organic search

4,852

Contacts showing
DIRECT (misattributed)

80

Contacts from
article CTA clicks

The core problem in numbers. Paid search generates 12× more attributed contacts than organic. But 4,852 contacts show as DIRECT_TRAFFIC — the exact misattribution confirmed by the live form test in Part D. A portion of both the DIRECT bucket and the OFFLINE bucket (23,543) are organic and content-driven conversions that have lost their source. The 80 contacts tagged utm_medium=cta_banner / source=article are the only visible proof that organic content converts — a number that should be in the thousands once tracking is fixed.

Google Ads — Top converting landing pages

Landing page	Conversions	CVR	Spend	Note
`go.meetalix.com/probate`	2,544	4.2%	$409K	Highest volume. Probate intent. Primary paid landing page.
`go.meetalix.com/estate-settlement-alix`	1,033	8.3%	$107K	Higher CVR. Estate settlement intent. Strong efficiency.
`lets.meetalix.com/estate-settlement`	998	5.7%	$69K	Lower spend per conversion than /probate.
`lets.meetalix.com/estate-settlement-guide`	874	6.5%	$48K	Guide intent converts well. Informational-to-commercial bridge.
`lets.meetalix.com/estate-settlement-services`	683	5.0%	$51K	Service intent. Mid-efficiency.
`lets.meetalix.com/schedule-estate-settlement`	226	13.0%	$14K	Highest CVR on a schedule-intent page. Low volume, strong signal.
`go.meetalix.com/probate-attorneys`	85	19.2%	$4K	Highest CVR in the account. Probate-attorney intent converts at nearly 1-in-5.

All conversions occur on go.meetalix.com and lets.meetalix.com subdomains — never on meetalix.com. These are dedicated paid landing pages, separate from the organic content site.

Organic search — Top pages by clicks (GSC, last 90 days)

Page	Page type	Organic clicks	Avg. position	Conversion visibility
`/` (homepage)	Brand / nav hub	2,074	3.3	Zero visibility — no GA4, no Clarity, no conversion events on meetalix.com
`/resources/headstone-cost-complete-price-guide`	Informational article	1,687	7.5	Zero visibility — highest-traffic article, no conversion data
`/about-us`	Brand / trust	109	3.4	Zero visibility
`/resources/negotiating-credit-card-debt-after-death`	Informational article	102	7.1	Zero visibility
`/resources/how-long-does-probate-take`	Probate / commercial intent	61	9.0	Zero visibility — probate intent matches top Ads CVR themes
`/how-we-help`	Service page	46	3.4	Zero visibility
`/resources/payable-on-death-bank-accounts-guide`	Informational article	50	13.8	Zero visibility

3,765 organic clicks to meetalix.com in 90 days. Zero conversion events tracked. The headstone-cost guide alone drives more organic clicks than any other content page — but whether those visitors click the CTA, scroll past it, or convert is completely unknown.

Where Clarity and conversion tracking need to connect

Surface	Clarity	GA4	HubSpot	Meta Pixel	Impact of the gap
meetalix.com (content / brand)	Missing	Missing	Missing	Missing	3,765+ organic visitors per 90 days leave no behavioural trace. No scroll depth, no CTA click rate, no session recordings for the pages that should be building conversion intent.
go.meetalix.com/form (conversion form)	Live	Live	Live	Live	All 4 tools present — but they can only see what happens on the form. The journey that led here (which article, which CTA click, which keyword) is invisible without cross-domain tracking.
go.meetalix.com (paid landing pages)	Partial	Live	Live	Live	Paid-only path is well-tracked. Conversion data (2,544+ conversions on /probate) is reliable for paid attribution.
lets.meetalix.com (paid landing pages)	Unknown	Live	Live	Unknown	Conversion data is present (998+ on /estate-settlement). Clarity and Meta Pixel status unconfirmed on this subdomain.

What this means for the organic programme

Observation	What it tells us	What changes after Part C fixes
go.meetalix.com/probate-attorneys converts at 19.2% CVR	Probate-attorney intent is among the highest-converting in the account. Organic content targeting this intent cluster could produce leads at a fraction of the $4K+ paid cost.	Once GTM + cross-domain is live, organic article clicks to the CTA will show in GA4 with the source article, keyword, and channel attached. CVR by article becomes measurable.
1,687 organic clicks to the headstone guide, 0 attributable conversions	This page drives the most organic traffic of any content page. We don't know if it converts at 0.1% or 5%. The CTA may not exist on this page, or it may be ignored — Clarity would show which.	Clarity on meetalix.com will show scroll depth, CTA visibility, and click rates on this page within 24h of install. Clarity session recordings will show exactly where readers disengage.
80 contacts tagged `cta_banner / article`	These are the only organic content conversions currently visible. They prove the content-to-conversion path exists. 80 is a floor, not a ceiling — dozens more are in the DIRECT bucket with no source.	CTA click event (Part C, P1) will expose every article CTA click with its source page. The 80 will become a trackable and improvable funnel metric rather than a residual UTM tag.
`lets.meetalix.com/schedule-estate-settlement` converts at 13% CVR	Schedule intent converts at 3× the rate of the top Ads page. Organic content targeting "schedule estate settlement" or "book estate help" queries could reach this CVR with much lower acquisition cost.	Once organic attribution is live, content pages targeting schedule intent can be tracked against paid equivalents. A/B testing organic CTAs against paid copy becomes possible.

The conversion picture right now. Paid search is doing the heavy lifting — 15,272 attributed contacts from Google and Bing PPC at $600K+ in tracked spend. Organic generates a confirmed 1,230 contacts (plus an unknown share of the 4,852 DIRECT bucket) but without any page-level data. The 90-day GSC data shows 3,765 organic clicks to meetalix.com with zero conversion visibility. Installing GTM, enabling the GA4 cross-domain linker, adding Clarity, and firing a CTA click event (all Part C fixes) will make every one of those 3,765 clicks trackable. The organic programme starts blind; it should not stay that way.

Alix Technical Audit

Alix — Technical & Analytics Audit
Schema Coverage · Conversion Tracking · Analytics Stack

Analytics & Conversion Tracking

Schema & Structured Data

Fix Recommendations

Live Test Results

Conversion Audit

Alix Technical Audit

Alix — Technical & Analytics AuditSchema Coverage · Conversion Tracking · Analytics Stack

Analytics & Conversion Tracking

Schema & Structured Data

Fix Recommendations

Live Test Results

Conversion Audit

Alix — Technical & Analytics Audit
Schema Coverage · Conversion Tracking · Analytics Stack