MRP Landing Page Audit | Apr 8–19, 2026

Executive Summary

Total Qualified Prospects

43 web quiz + 4 phone

Unique Visitors

428

across 428 pageviews

Total Events

6,283

428pv · 151 starts

Quiz Starts

151

35.3% of pageviews

Quiz Lead Submissions

28.5% of starts

Visitor → Lead

10.0%

landing conversion

Phone-Click Events

12 from submitted leads

Avg Session

114s

median 70s · 253 sessions

Bounce Rate

95.3%

single-pageview sessions

Exceptions

86 rageclicks

Quiz→GHL Sync

43/43

100% · correct tags + stage

Phone→GHL Sync

0/4

⚠️ webhook missing

✅ Quiz funnel is healthy. All 43 form submissions have a matching GHL contact with michigan-roof-programs web-lead authority-funnel tags, plus an open opportunity in the MRP Meta Leads pipeline at the correct intake stage.

🚨 Phone leads are NOT syncing to GHL. All 4 real qualified phone leads from Inbound AI Agent (John Salerman, Robin Meredith, Marjorie Kelsey, Brandon Harland) are absent from the ARS GHL location — no contact, no tags, no opportunity. The Inbound AI Agent → GHL integration appears to be unconfigured or broken.

Daily Traffic & Lead Trend

Campaign peaked Apr 11–13. Meta ads paused Sat 4/18 03:37 PDT — drop-off visible. Last event captured 2026-04-18 18:45 ET.

Conversion Funnel

Pageview

428

100.0% of visit

Quiz Start

151

35.3% of visit · drop 64.7%

ZIP Qualified

151

35.3% of visit

Question Complete

282

65.9% of visit

Lead Submitted

10.0% of visit · drop 84.8%

Note: question_complete fires multiple times per user (one per quiz question), so its count exceeds quiz starts. ZIP qualification passes 100% of starters — every quiz starter entered a valid MI ZIP.

Traffic Sources & Devices

Referrer Breakdown (Pageviews)

Device Type

UTM Campaigns

Source	Campaign	Medium	Pageviews	Users
facebook	michigan-roof-programs	paid_social	352	303
(none)	(none)	(none)	76	58

Geography

Top Michigan Cities

City	Pageviews	Users
Detroit	91	79
Grand Rapids	16	12
Flint	10	7
Battle Creek	7	7
Saginaw	7	7
Westland	7	6
Warren	6	6
Southfield	6	5
Gaylord	6	5
Midland	5	4
Lansing	5	4
Muskegon	4	4
Bloomfield Hills	4	2
Pontiac	4	3
Ironwood	4	4

Non-MI Traffic (Bot/Datacenter suspected)

City	State	Pageviews	Users
Murrieta	California	16	4
(unknown)	(unknown)	11	11
Council Bluffs	Iowa	9	9
Ashburn	Virginia	7	7
Los Angeles	California	5	3
Boardman	Oregon	5	5
Luleå	Norrbotten County	4	4
(unknown)	Ohio	3	2
New York	New York	3	3
Paris	Île-de-France	3	3

Ashburn VA, Council Bluffs IA, Los Angeles CA are likely bot/crawler traffic from AWS/GCP/Meta datacenters.

Quiz Lead Roster (43 leads)

Timestamp	Name	Email	Phone	ZIP	City	Roof Issue	UTM Content	Device	Called?	In GHL	Tags	In Pipeline
2026-04-11 19:30	Angel Yoas	angelyoas@gmail.com	734-731-9002	49229	Detroit	full-replacement	ad40-mi-grants	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-11 20:00	Steven Dewitt	stevedewitt274@gmail.com	9067671968	49748	-	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-11 20:02	Adele Hopkins	hversie711@aol.com	16013164476	48342	Pontiac	full-replacement	ad40-mi-grants	Desktop	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-11 21:00	Donald gruntman	donaldsrpops@hotmail.com	2693638433	49085	Saint Joseph	full-replacement	ad40-mi-grants	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-11 21:29	Rachel McPeak	rachel2chapa@yahoo.com	9063220780	49780	Farmington Hills	full-replacement	ad40-mi-grants	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 00:07	Don Mustone	mr.mustone@gmail.com	5173621130	48601	Saginaw	repairs-leaks	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 02:35	David Shreve	j9shreve@gmail.com	989-387-6052	48629	Ypsilanti	full-replacement,energy-upgrades,inspection-only	ad40-mi-grants	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 06:16	Derrick Underwood	derricku1230@gmail.com	3134050123	48217	Houston	repairs-leaks	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 06:47	Charlene Firestone	stonedduckling@gmail.com	+15743200672	49112	Edwardsburg	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 06:51	Glasson	glassonmargaret240@gmail.com	2312582814	49646	Gaylord	full-replacement	ad1-free-roof	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 07:17	Samantha Jones	Samanthaleejones14@yahoo.com	9894149045	48601	Detroit	full-replacement,energy-upgrades,inspection-only	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 07:33	doug jacobs	dougjacobs2493@gmail.com	16168427452	49456	Grand Haven	full-replacement	ad1-free-roof	Desktop	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 08:40	Andre Davis	davisandre780@gmail.com	8103084882	48503	Detroit	full-replacement,repairs-leaks	ad40-mi-grants	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 09:25	Evelyn Herczeg	evelyn.herczeg@gmail.com	5032721472	48507	Flint	full-replacement	ad1-free-roof	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 09:40	Johan Harju	dylanharju@hotmail.com	9063641268	49959	Ironwood	full-replacement	ad40-mi-grants	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 09:58	Lori Bolema	lori.bolema123@gmail.com	2316664188	49442	Warren	full-replacement	ad1-free-roof	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 14:15	Teresa Bradford	Bradfordt9@aol.com	9893078761	48867	Owosso	inspection-only	ad1-free-roof	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 18:02	Linda Jackson	lillymydog22@gmail.com	(989) 359-1982	48617	Saint Louis	full-replacement	ad1-free-roof	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 19:38	Andrew Broskie	panthereyes97@gmail.com	6167416953	49548	Grand Rapids	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 21:47	Ardis Robbins	ardislynne@yahoo.com	2488852096	48076	Detroit	full-replacement	ad1-free-roof	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-12 22:53	THOMAS ORLANDO	tomo@comcast.net	15862468069	48089	Warren	full-replacement	ad40-mi-grants	Desktop	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 00:30	Robert Thomas	rockco060@gmail.com	3134678940	48205	Detroit	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 00:33	John	jayrob46@yahoo.com	9894395011	49203	Farmington Hills	full-replacement	ad1-free-roof	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 00:41	Gary beatenhead	gbeatenhead@gmail.com	8102475458	48457	Flint	full-replacement	ad1-free-roof	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 05:19	Derrick Moore Sr	DM.allday14@gmail.com	2696055649	49022	Benton Harbor	full-replacement,energy-upgrades	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 08:46	Darlene Ewers	ewersironwood@aol.com	9069325872	49911	Ironwood	full-replacement,repairs-leaks,energy-upgrades	ad1-free-roof	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 11:39	James	thunter962@gmail.com	3137841951,	48215	Detroit	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 13:39	Barbara Cavanaugh	dustyden@hotmail.com	(231) 340-5613	49442	Muskegon	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 14:55	Kipha L Valvoda	valhat@aol.com	19893900600	48647	Rose City	full-replacement	ad40-mi-grants	Desktop	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 15:44	DIANE SEWELL	sewell1960@yahoo.com	+19893211359	48601	Saginaw	repairs-leaks	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 17:26	Ronald DeShano	ronalddeshanojr@gmail.com	12698305235	49014	Battle Creek	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 19:38	Diana Schroeter	diane.schroeter@hmail.com	5869095723	48234	Detroit	full-replacement	ad1-free-roof	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 20:48	Ben Fegan	ben7fegan@yahoo.com	989-873-3208	48756	Detroit	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-13 22:45	Daleatha Carey-King	devanscar@aol.com	3136080167	48219	Detroit	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-14 04:24	Gordon Russell	gtruss07@gmail.com	2313501424	49727	-	full-replacement,repairs-leaks	ad40-mi-grants	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-14 05:10	Daniel Bergman	LoveoftheGame14@yahoo.com	2315198700	49337	Rockford	repairs-leaks	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-14 08:23	Orville Williams	orvillewilliams@comcast.net	8107217468	48412	Davison	full-replacement,energy-upgrades	ad40-mi-grants	Mobile	Y	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-14 13:32	Corliss Robinson	Corliss641@gmail.com	+13132129448	48038	Fraser	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-14 15:27	Annette Cochran	annettecochran7@gmail.com	2315315117	49442	Grand Rapids	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-14 15:47	Debra Fields	dpfields1961@hotmail.com	3132478165	48205	Detroit	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-17 19:19	Dawn like	beauyt50@gmail.com	9893356181	48737	Milford	full-replacement	ad1-free-roof	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-17 21:30	Michael McFeters	mcfetersm@yahoo.com	734-755-7388	49094	Albion	full-replacement	ad40-mi-grants	Desktop	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y
2026-04-17 21:46	Andre Driscoll	zappa2600@gmail.com	3135206533	48217	Detroit	full-replacement	ad40-mi-grants	Mobile	N	Y	michigan-roof-programsweb-leadauthority-funnel	Y

GHL Sync Health

Quiz Leads in GHL

43/43

100% synced

Correct Tags Applied

43/43

3-tag set on all

In MRP Pipeline

43/43

Meta Leads pipeline

At Correct Stage

43/43

Intake stage

Phone Leads in GHL

0/4

⚠️ 0% — webhook gap

MRP Pipeline Total

119

contacts (incl. pre-launch)

Tag Distribution (Quiz Leads)

michigan-roof-programs applied to 43/43 · web-lead applied to 43/43 · authority-funnel applied to 43/43

The ARS GHL MRP pipeline also contains 76 older opportunities created before the current campaign launch (Apr 8, 2026) — these are not part of this campaign's lead set.

Inbound Phone Call Log (Inbound AI Agent · Olivia)

Real Qualified Leads

all 4 called 4/15–4/17

Pushed to GHL

0/4

0% — integration down

Nick Test Calls

excluded from leads

Ghost Calls

0s / no conversation

Total Inbound

to +1 (248) 970-9988

Avg Real Call Duration

248s

205s – 338s

Timestamp	From	Duration	Name	Address	Outcome	Summary	In GHL	Type
2026-04-17 17:29:59	+13137539070	205s	John Salerman	1665 London Avenue, Lincoln Park, Michigan 48146	qualified_human_callback_requested	Reported tornado damage. Confirmed residential MI address. Requested specialist callback to schedule free inspection.	NO	real
2026-04-16 08:39:00	+18103084882	0s	-	-	no_conversation	No conversation happened. 0s duration.	—	ghost
2026-04-16 07:37:15	+19892171878	220s	Robin Meredith	1585 Cayuga Trail, Gaylord, Michigan	qualified	Asked about roofing programs. Provided property address. Reported old garage roof with leaks.	NO	real
2026-04-15 18:23:10	+15173777656	229s	Marjorie Kelsey	11440 Whitehorn Street, Romulus, Michigan 48174	qualified	Asked about roof grant eligibility. Agent offered to complete process by phone.	NO	real
2026-04-15 08:46:40	+19898891755	338s	Brandon Harland	5608 West Five Mile Road, Grayling, Michigan	qualified	Reported old roof issues and water stains after severe ice storms.	NO	real
2026-04-14 15:52:54	+17604456425	8s	Nick Bernardini	-	incomplete	Nick's test call. Hung up after greeting.	—	test
2026-04-14 15:15:57	+17604456425	9s	Nick Bernardini	-	incomplete		—	test
2026-04-14 13:16:29	+17604456425	3s	Nick Bernardini	-	disconnected		—	test
2026-04-14 13:03:05	+17604456425	148s	Nick Bernardini	-	None	Nick's full qualification test — used ARS HQ address. 300 Detroit Ave, Monroe MI.	—	test
2026-04-14 11:21:47	+17604456425	161s	Nick Bernardini	-	None	Nick's initial test call. Scheduled a free roof inspection.	—	test

No phone caller also appears in the quiz lead roster — phone and web are currently drawing from distinct prospect pools.

Findings & Recommendations

🚨 CRITICAL — Inbound AI Agent → GHL integration is not wired.
All 4 qualified phone leads (John Salerman, Robin Meredith, Marjorie Kelsey, Brandon Harland) were correctly qualified by Olivia but were not pushed to GHL. No contact record, no tags, no opportunity. ARS sales team has no visibility into these callers unless someone listens to recordings manually.
Action: Wire Inbound AI Agent post-call webhook to the same GHL contact-creation endpoint the quiz uses. Apply tags michigan-roof-programs phone-lead inbound-ai-agent and drop into MRP Meta Leads / intake stage.
✅ Quiz funnel is operationally perfect.
100% of the 43 quiz submissions made it into GHL with the correct 3-tag set (michigan-roof-programs / web-lead / authority-funnel), as contacts with opportunities in the MRP Meta Leads pipeline at the correct intake stage. No dropped leads, no mis-tags.
⚠️ Bounce rate is 95.3% — investigate but likely not a real problem.
High but expected: Meta IAB in-app browser traffic typically registers as single-pageview sessions because users return to Facebook after quiz submission. Median session duration (70s) confirms genuine engagement on non-bounce sessions. Recommend filtering PostHog bounce definition by "no quiz_start" to get an actionable metric.
⚠️ 28.6% of quiz leads also phone-clicked from the same device.
12/43 leads tapped the "📞 Call (248) 970-9988" CTA in the same session they submitted the quiz. These are the hottest leads — they tried to call immediately after qualifying. Verify ARS is calling them back within 5 minutes.
📊 Paid social is the only traffic source.
352 of 428 pageviews (82%) came from Meta paid (campaign: michigan-roof-programs, content: ad40-mi-grants, term: se-michigan). The remaining 76 are uncategorized ($direct, organic, or pre-click drops). No other paid channel is contributing.
📊 Funnel converts at 11.7% pageview→lead.
43 leads / 352 paid pageviews = 12.2% paid-traffic conversion. 43/151 quiz-starts = 28.5% start-to-finish. These are strong numbers for Meta paid social on a grant-offer funnel.
📊 Post-campaign-pause traffic is near zero.
Apr 18 captured 12 pageviews / 3 quiz starts / 0 leads. Apr 19 has no events as of audit cutoff (12:15 PDT). Confirms the Meta campaign pause (Sat 4/18 03:37 PDT) is the sole driver of traffic.
⚠️ 24 exceptions and 86 rageclicks warrant a session replay review.
Exception events have null message/type (likely from PostHog's default exception config). Rageclicks at 86 events across ~400 sessions is ~20% — higher than usual. Worth a quick UX pass on the quiz screens most users click-rage on.
📊 One out-of-state lead: Steven Dewitt (ZIP 49748, GeoIP Kentucky).
ZIP 49748 is valid Michigan (Irons, MI). GeoIP mis-attributed him to Kentucky — ignorable.