round-13-takeover · review and planning only, no fixes implemented ·
5 lanes · 30 findings · USD 0 spent · no account, campaign, budget or live page was changed
The system you commissioned does not exist yet, and the part that does exist measures the wrong thing. Of eight build tasks, one finished and seven did not: the run died in silence on 2026-08-30 at 12:33 and nothing was watching. The dashboard, both PPC strategies, the client report, the owner action review and the targeting pack were never produced.
Separately and more importantly, the measurement underneath them would not have answered your question even if the build had finished. Both platforms optimise on a form start rather than a submitted enquiry; the conversion action for a real enquiry points at a 404; enquiries carry no source column so they cannot be traced to any ad; the dimensions you asked to compare are not collected at all; and a cached page has been serving one visitor's Google click ID to the next visitor since July.
Recommendation: do not resume the stalled build. Fix five measurement defects in a specific order, then build a much smaller dashboard directly.
| Question | Answer | The decisive fact |
|---|---|---|
| Logically correct? | No | crm.source_column is null. Everything upstream of the enquiry is
measured; the enquiry itself lands in a spreadsheet with no way back to the spend that produced it.
The revenue axis is the conversion count relabelled as forint. Five sources cover five different
date windows. |
| Measurable end to end? | No, ~18% | 46 of 49 Google conversions and all 14 Meta results are vhk_form_start. The
Submit lead form action is a page-load trigger on a URL returning 404, so it cannot
fire. A separate action named Purchase sits on a URL returning 200 and has not fired
yet. |
| Efficient? | No | 4,010 lines across 59 files, of which 716 are evidence. Five files disagree about whether one task is running. Seven idle worktrees hold 10.5 GB for zero commits of work. |
| Understandable? | Report yes, screens no | report.md refuses to overclaim and is the best thing here. The Meta dashboard turns
"failed to load" into "no creatives match these filters" after one click on a column header. |
| Useful for budget? | Not yet | No ad-group, creative, placement, device, audience or demographic dimension exists anywhere in the data. One active Google campaign, one Meta campaign. At 14 form starts a month, a creative ranking ranks noise. |
Thirty findings in total. Every Critical and High row carries decisive evidence and a decisive retest in consolidated-findings.md.
| ID | Severity | Finding |
|---|---|---|
| F-21 | Critical | A cached page serves a previous visitor's UTM and Google click ID inside three live form actions. Found and graded P0 on 2026-07-30, never fixed. This poisons the one repair (offline conversions) that would unlock revenue measurement, which is why it must be fixed first. |
| F-01 | Critical | Both platforms optimise on a form start, not an enquiry. 100% of Google spend runs through one PMax campaign on smart bidding trained on that proxy, at a signal ~3.8x inflated against the 13 recorded enquiries. |
| F-02 | Critical | The Submit lead form
conversion action points at a 404 and is structurally incapable of firing. A second action named
Purchase points at a live 200 and is an armed trap. |
| F-04 | Critical | Enquiries cannot be attributed to any traffic source. This is the single break that makes "where should the budget go" unanswerable, and it is a spreadsheet change, not a software project. |
| F-05 | Critical | The dimensions Matt asked to compare — copies, creatives, placements, targeting, demographics — are never collected. A dashboard built on today's data renders one-row tables. |
| F-22 | Critical | Three surfaces convert an honest failure into confident-looking emptiness. One click on a sort header replaces "Meta insights failed to load" with "No creatives match these filters — 0 of 0 rows". |
| F-03 | Critical | A forint-labelled revenue axis
exists with no revenue behind it: conversion_value carries the conversion count under
unit: "huf", feeding a ROAS of 0.0005. Nothing prints it yet; the requested dashboard
is exactly the surface that would. |
| F-07 | High | The comparison cannot reach significance at this volume. The report's own headline "+85.7% enquiries" is p = 0.263 and carries no caveat. |
| F-08 | High | Children were launched from a branch missing all their inputs. 41 files, including everything the dashboard and report tasks needed, existed only on a different branch. The launcher validates eleven things and none of them is whether the inputs are present. |
| F-10 | High | A stalled run reports itself
ACTIVE and nothing was watching. Every task is stamped "supervised": true
while the supervisor is switched off by a flag file and no scheduled job runs it. |
Order matters more than usual here: done out of sequence, these make the account worse rather than better.
Purchase action.source, gclid_or_fbclid, landing_page
columns to the enquiry sheet.A four-step Meta funnel with last-30 versus preceding-30 is constructible today with zero new collection: impressions 63,461 → clicks 825 → link clicks 727 → landing-page views 626 → form starts 14, each with its prior-period twin already in the data. The rendering is missing, not the measurement.