Full-account diagnostic for Ibby Aslam, The Men's Health Standard. Window: 30 days to 29 Aug 2026. The account is 9 days old, so all data sits in one short burst. Ranked by the money event: none is tracked yet.
Your ads work. They just do not go anywhere that makes money. In 30 days you spent £425 and reached 40,427 people with 1,248 clicks and 4,007 video views. Every one of those clicks went to your Instagram profile or a boosted post, not to whb.live/performance or whb.live/online-clients. Only 2 people reached a funnel page all month. There is no conversion tracking set up, so Meta cannot see a booked call even if one happened. The result is 0 leads and 0 booked calls from £425 spent.
Two pictures tell the whole story. On the left, 1,248 clicks land on Instagram and just 2 ever reach a whb.live funnel page. On the right, spend climbs every day for nine days while booked calls stay flat at zero, because no ad is pointed at a booking page and no booking event is tracked.
Where the traffic leaks, step by step, over the last 30 days. The click-through rate is healthy. The break is one step later: the clicks go to Instagram, not to a whb.live funnel, so 1,248 clicks turn into just 2 funnel page views. From there the money path is empty because no ad points at it and no booking or application event is tracked.
I loaded each live page. Both money funnels exist, load cleanly and are ready for traffic. The problem is not the pages, it is that no ad sends traffic to them. Every paid click goes to the Instagram profile instead. Here is what each destination does.
Every campaign, ranked by spend, judged on the money event. None is set up to produce one. Two objectives are in play: Engagement (buys likes and video views) and Traffic (sends clicks to the Instagram profile). Neither points at a booking page.
| Campaign | Objective | Spend | Clicks | whb views | Leads | Calls | Verdict |
|---|---|---|---|---|---|---|---|
| WHB-Eng- Campaign | Engagement | £151 | 108 | 0 | 0 | 0 | PAUSE |
| WHB-Eng- Campaign - New | Engagement | £101 | 247 | 0 | 0 | 0 | REPOINT |
| WHB-PV Campaign | Traffic | £89 | 465 | 2 | 0 | 0 | PAUSE |
| WHB-PV Campaign - NEW | Traffic | £85 | 424 | 0 | 0 | 0 | REPOINT |
£425 (100% of spend) produced 0 leads and 0 booked calls, because no campaign points at a money funnel and no money event is tracked. The two paused campaigns are earlier duplicates of the two active ones, so the whole account is really one Engagement idea and one Traffic-to-Instagram idea, run twice.
There is no money event in this account. No pixel conversion, no booked-call event, no application event. That is why cost per result reads n/a and why Meta cannot learn who your buyers are. Install and verify the whb.live pixel with the Conversions API, then set two custom conversions: the Calendly booking (health) and the application submit (coaching). Until this is live, every pound is spent blind.
Every traffic ad sends the click to instagram.com and every engagement ad just buys likes. 1,248 clicks produced 2 funnel page views. Change the destination so health traffic goes to whb.live/performance and coaching traffic goes to whb.live/online-clients. This one change is the difference between buying attention and buying booked calls.
Engagement and Traffic buy the cheapest scrollers and profile-likers, not buyers. That is exactly what happened: 4,007 video views, 354 reactions, 0 bookings. Once the tracking in fix 1 is live, run the campaigns on the Leads or Sales objective and optimise for the booked call and the application, so Meta hunts for people who actually convert.
You sell to two very different people: £125k+ founders who book a private health consult, and personal trainers who apply to scale to £5k to £10k a month. They need different audiences, different creative and different money events. Run one campaign per funnel so each pixel signal stays clean. Right now the account is undifferentiated, which will confuse delivery the moment tracking is on.
The health page throws cold clicks straight into Calendly with no email step, so every abandoned booking is gone forever. Add a name and email step first so you own the lead and can follow up. Separately, the ads logged 95 blocked messaging connections and 0 started conversations, so the click-to-message angle is repelling people at healthy frequency (1.22). Drop it and send clicks to the funnel instead.