E2A Lead Magnets & CTAs
Campaign: Edge-to-Activation — Second Campaign
Use with: 12 post outlines — link posts to these offers.
Created: 2026-02-18
Goals
- Give Ryan (and the team) two lead magnet types to reference in post CTAs: (1) a one-pager / quiz / checklist, (2) a live event (demo).
- Propose concrete CTA lines that send people from posts → lead magnet or event.
- Avoid hallucination: use only evidence from research, MinuteMD win, and E2A offer.
Lead magnet type 1: One-pager / quiz / checklist
Purpose: Low-friction way to capture interest; something they can use immediately so we’re helpful, not just selling.
Option A — Attribution health checklist (recommended)
- Format: 1-page PDF or Notion page. Title: e.g. “Attribution Health Checklist: 7 Signs You’re Flying Blind (and How to Fix Them)”.
- Substance (from research + offer — do not invent):
- Platform math doesn’t add up — If Facebook + Google + Klaviyo claimed conversions exceed your actual revenue, you have inflated attribution (research §2.2).
- You’re optimizing on platform ROAS only — Shift to MER (total revenue / total ad spend) for budget decisions; use platform ROAS with a grain of salt (research §4.2, Table 2).
- Your CAPI sends only email/phone — Meta needs fbp, fbc, external_id, user_agent, hashed PII for matching (research §3.1; use the Reddit quote in the doc).
- EMQ is stuck below 6 — Low Event Match Quality = algorithm can’t optimize; check dedup, hashed PII, event_id (research §3.2).
- You’re afraid to turn off underperforming campaigns — Halo effect is real; turning off SEM tanked SEO signups in real threads (research §5.2).
- You have no single source of truth — Triangulating Ads Manager, GA4, Shopify, and 3rd-party tools = hamster wheel (research §4.3).
- 15–30% of conversions are invisible to client-side — Offer stat; edge/server-side capture recovers signal (offer).
- CTA line for posts: “Get the free Attribution Health Checklist — 7 signs you’re flying blind (and what to do). Link in comments.”
Option B — “Is your CAPI lazy?” quiz
- Format: Short quiz (3–5 questions). Outcome: “Your CAPI is likely under-sending” / “You’re in good shape” / “You need an audit.”
- Questions (ground in research): e.g. “Do you send only email and phone to Meta?” (research §3.1); “What’s your EMQ?” (research §3.2); “Do you report in MER or only platform ROAS?” (research §4.2).
- CTA line for posts: “Is your CAPI sending what Meta actually needs? 90-second quiz. Link in comments.”
Option C — One-pager: “ROAS vs MER vs EMQ” (Metrics Hierarchy)
- Format: Single page explaining Platform ROAS (vanity), MER (the truth), EMQ (engine health). Use research Table 2 and §4.1–4.2 only.
- CTA line for posts: “Stop optimizing for a liar metric. Get our one-pager on ROAS, MER, and EMQ. Link in comments.”
Recommendation: Start with Option A (checklist); it ties directly to the Lexicon and research and gives 7 concrete “signs” we can back with evidence. Option B (quiz) or C (one-pager) can be added later.
Lead magnet type 2: Event (demo we host)
Purpose: Show the product (Omni + E2A), build trust, capture leads who want to “see the gap” or “see it on their data.”
Option A — “See your attribution gap” demo (30–45 min)
- Format: Live session. We show: (1) why the gap exists (research language: flying blind, signal loss, leaky bucket), (2) how we surface it in Omni (discrepancy view, by source), (3) how we close it (E2A: edge → warehouse → Meta/Google). Use Omni demo script. No custom data in the group session; offer “see it on your data” as a 1:1 follow-up.
- Audience: E-commerce performance marketers, Heads of Growth, CMOs. Use research language in the invite (“flying blind,” “platform ROAS vs MER,” “CAPI/EMQ”).
- Proof to mention (outcomes only, no client names): Pattern: Phase 0 + Phase 1 in weeks, prove the gap first. Outcomes we’ve seen: double-digit % of customers recovered with no prior attribution visibility; six-figure misallocations corrected (from offer).
- CTA line for posts: “We’re running a short session on how to see your attribution gap (and close it). Join us [date]. Link in comments.”
Option B — “Attribution office hours” or “Signal recovery clinic”
- Format: Recurring (e.g. biweekly). 30 min: quick framework (Lexicon + Metrics Hierarchy), then Q&A. Optional: 1–2 slots for “bring your numbers” and we give high-level feedback (no custom build in the room).
- CTA line for posts: “Stuck on ROAS vs MER, or CAPI/EMQ? We’re doing attribution office hours [date]. Link in comments.”
Option C — “When productized isn’t enough” (positioning + demo)
- Format: 20 min talk: when to use productized (Stape, Blotout) vs when you need custom edge + warehouse + audit. Then 15 min Omni/E2A demo. Positions us without dissing others.
- CTA line for posts: “When does server-side need to be custom? We’re breaking it down + demoing how we see the gap. [Date]. Link in comments.”
Recommendation: Option A (See your attribution gap) is the strongest hero moment and ties to Omni + E2A. Option B is good for ongoing nurture; Option C is good once we have more pipeline from the first wave.
CTA matrix: which post → which lead magnet / event
| Post theme | Primary CTA | Lead magnet / event |
|---|---|---|
| Platform distrust / inflated sales (R1) | See your real gap | Checklist (signs you’re flying blind) or demo event |
| ROAS dead / MER (R2) | Report in a way that matches the business | One-pager ROAS/MER/EMQ or demo event |
| Scaling anxiety (R3) | See the gap and the halo | Demo event or checklist |
| When productized isn’t enough (R4) | Audit-first in weeks | Demo event or “book a call” |
| Lazy CAPI (U1) | Send what Meta actually needs | ”Is your CAPI lazy?” quiz |
| EMQ stuck at 5.0 (U2) | Get EMQ and signal quality right | ”Is your CAPI lazy?” quiz or checklist |
| Warehouse value (U3) | One source of truth for events | ”Is your CAPI lazy?” quiz or demo event |
| Black box / Signal loss (U4) | See what’s lost and close it | Demo event or checklist |
| Flying blind (L1) | See the gap between platform and reality | Checklist |
| Attribution gap + Inflated sales (L2) | Build the one dashboard that matches | Demo event or checklist |
| Metrics Hierarchy (L3) | Fix signal (EMQ) and reporting (MER) | One-pager ROAS/MER/EMQ or demo event |
| Omni + E2A (L4) | See the gap on your own data | Demo event (hero CTA) |
One-line CTA copy (drop into posts)
- Checklist: “Get the free Attribution Health Checklist — 7 signs you’re flying blind. Link in comments.”
- Quiz: “Is your CAPI sending what Meta needs? 90-second quiz. Link in comments.”
- One-pager (metrics): “Stop optimizing for a liar metric. Get our ROAS vs MER vs EMQ one-pager. Link in comments.”
- Demo event: “We’re running a session on how to see your attribution gap (and close it). [Date]. Link in comments.”
- Office hours: “Attribution office hours [date] — bring your ROAS/MER/EMQ questions. Link in comments.”
- Book a call (no asset): “If you want to see the gap on your own data, we can walk through it. Link in comments.”
Linked docs
- 12 post outlines — Evidence bank + outlines; CTAs here link to those posts
- Signal and the Noise research — all evidence for checklist/quiz/one-pager
- Omni demo script — for demo event