{ "spec_id": "dog-academy-meta-capi-website-route", "version": "1.0", "created_utc": "2026-09-28", "status": "SPEC ONLY. Nothing built, sent or changed in Meta. Every token and secret is a . Pixel/dataset ID 481578137302100 is public.", "companion_docs": ["DEV-SPEC.md", "QA-RUNBOOK.md", "sources.md"], "supersedes": "For the website route this replaces ../../meta-lead-funnel-2026-09-25/capi/event-spec.json, which recommended Instant Forms. The operator locked the destination to DA's own website quiz on 2026-09-28.", "decisions": { "optimization_event": { "event": "Schedule", "campaign": "Objective Leads -> conversion location Website -> dataset 481578137302100 -> conversion event Schedule -> attribution 7-day click (whether to add 1-day view is the account-plan thread's call)", "marketing_api_equivalent": { "campaign.objective": "OUTCOME_LEADS", "adset.destination_type": "WEBSITE", "adset.optimization_goal": "OFFSITE_CONVERSIONS", "adset.promoted_object": { "pixel_id": "481578137302100", "custom_event_type": "SCHEDULE" }, "adset.attribution_spec": [{ "event_type": "CLICK_THROUGH", "window_days": 7 }] }, "never": "Lead (the form fill) is never the optimization event (operator rule).", "upgrade_paths": [ "Custom conversion 'Schedule - in service area' (website Schedule where in_service_area = yes), once it has volume [H18]", "Challenger: 'Maximize number of qualified leads' on Website with CRM stages (crm mode), only if Gate 0-A passes", "Genuine on-site downstream events (pay-by-link Purchase on dogacademy.org checkout; ConsultationJoined from a dogacademy.org join page), which require process changes" ], "sources": ["H3", "H18", "H28"] }, "answer_a_action_source": { "per_stage": { "Lead": "website", "Schedule_self_booked": "website", "Schedule_agent_booked": "phone_call", "ConsultationCompleted": "phone_call if held by phone; other if video or in person", "Purchase_card_on_call_or_virtual_terminal": "phone_call", "Purchase_hosted_payment_link_not_on_dogacademy_org": "other", "Purchase_paid_on_dogacademy_org_checkout": "website (browser + server, event_id = order ID)", "CRM_stage_events_crm_mode_only": "system_generated (Meta requires it for CRM lead-stage events)" }, "can_non_website_events_optimize_a_website_location_campaign": "Treat as NO. Nothing documented allows it. The conversion location is 'the place where your desired business outcome will occur' [H4]. The action source 'is required to determine the campaign objectives for which the event is intended' [D8]. Offline events are for measurement and audiences [D11]. Offline custom events cannot be used for optimization or custom audiences [H12]. The only documented optimization routes for non-website events are Website and in-store (Sales, Purchase, physical_store) [H15] and CRM conversion leads [D13-D16]. The generic line 'All action sources enable ad optimization capabilities' [D1] is not specific to any objective. UNVERIFIED; checked by Gate 0-B.", "compliant_alternatives": ["A: website Schedule (recommended)", "B: Schedule custom conversion on a non-sensitive parameter", "C: Website + qualified leads with CRM stages (if Gate 0-A passes)", "D: make downstream steps genuine website events"], "rejected": ["E: Website and in-store (DA has no physical store, so physical_store would be inaccurate)", "F: Website and calls (ad-button calls only; not DA's outbound-call outcomes)", "G: relabelling phone/CRM stages as website events tied to the original lead (breaks the action_source accuracy agreement)", "H: Instant Forms (rejected by the operator)"] }, "answer_b_windows": { "standard_settings_website": "click-through 1 or 7 days; view-through none or 1 day; engage-through 1 day. They 'inform ad delivery and determine which conversions can be credited' [H7][H8]. 28-day click appears only in comparison reporting [H9].", "implication": "Only events within 7 days of the click (1 day of a view) count as optimization events. Lead and Schedule happen minutes after the click, inside the window. A sale 10-20 days after the click never counts toward a Website ad set's optimization.", "upload_rules": "event_time must be no more than 7 days old or the whole request fails [D1][D7]. Send within 1 hour: beyond 2 hours performance can drop significantly, and at 24 hours or more there are significant issues [D10]." }, "answer_c_qualified_leads_website_forms": { "help_center_says_yes": ["H1: 'can be used with both website forms and instant forms', -9.5% cost per quality lead for website forms", "H2: listed under Leads -> Website, Website and calls, Website and instant forms"], "developer_docs_say_no": ["D13: 'currently only compatible with ... Lead Ads (Instant Forms)'", "D14: 'only supports native Lead Ads (Instant Forms)'", "D15: 'Refrain from using this payload specification for other event types, such as website leads'; events that 'do not match a Meta lead ad ... will not be used for training the model'"], "faq": "D16 (2026-03-24): 'Instant Forms or Website Forms'; 'Send the lead_id or PII for matching'", "status": "UNVERIFIED for DA. Run Gate 0-A (DEV-SPEC section 0.4)." } }, "dataset": { "id": "481578137302100", "role": "The single dataset for browser pixel events, website CAPI events, offline stage events and, in crm mode only, CRM stage events.", "staging_dataset": " (separate; staging must never post to production because test events are not dropped [D7])", "domain": "dogacademy.org (verify the root domain; subdomains are covered) [H24]", "single_server_sender": "No Meta-enabled CAPI, Gateway or partner CAPI integration on this dataset alongside the direct integration [H23]" }, "transport": { "endpoint": "POST https://graph.facebook.com/{API_VERSION}/481578137302100/events", "api_version": "v25.0 (latest, released 2026-02-18) [D27]; configurable via META_GRAPH_API_VERSION", "content_type": "application/x-www-form-urlencoded", "body_fields": { "data": "JSON array of server events (up to 1,000; we send exactly 1 per request)", "access_token": " in the form body, never in a URL, log or ticket", "test_event_code": ", staging and the labelled test lead only" }, "success_response": { "events_received": 1, "messages": [], "fbtrace_id": "" }, "error_response_shape": { "error": { "message": "", "type": "OAuthException", "code": 190, "error_subcode": "", "fbtrace_id": "" } }, "batch_rule": "If any event in a batch is invalid, the entire batch is rejected [D7], so send 1 event per request.", "retry_policy": { "retry": "HTTP 0 (transport) or 5xx; Graph codes 1, 2, 4, 17, 32, 341, 613, 80004 (common transient codes; UNVERIFIED list)", "alert_and_retry": "190 (token), 200 and 10 (permissions)", "dead_no_retry": "100 (invalid parameter), events_received != 1, or event_time older than 7 days minus 1 hour", "backoff_seconds": [10, 30, 60, 120, 300, 600, 1800, 3600, 7200], "sweeper": "meta:capi:flush every 5 minutes re-dispatches pending or failed rows younger than 6 days 23 hours" }, "freshness_targets": { "web_events_p95": "< 5 minutes", "stage_events_p95": "< 1 hour via webhook; < 24 hours via CSV", "hard_limit": "7 days" } }, "id_conventions": { "event_id_format": "da:{event}:{key}, deterministic, UNIQUE in the meta_capi_events outbox, reused on every retry", "event_ids": { "QuizStart": "da:quizstart:{quiz_session_id}", "PartialLead": "da:partiallead:{lead_id}", "Lead": "da:lead:{lead_id}", "Schedule": "da:schedule:{lead_id} (first booking per lead; no event on reschedule)", "ConsultationCompleted": "da:consult:{lead_id} (first completion per lead)", "Purchase": "da:purchase:{order_id}", "SaleKept": "da:salekept:{order_id}", "CRM_mode": "da:crm:{stage_key}:{lead_id}" }, "browser_dedup": "fbq('track'|'trackCustom', event_name, params, {eventID: }); same event_name; same custom_data. Meta deduplicates within 48 h and favours the browser event within 5 minutes [D1][D9].", "external_id": "raw 'da-lead-{lead_id}'; CAPI sends its SHA-256; the pixel receives the raw string through advanced matching and hashes it itself (UNVERIFIED for this key). Optional second value: 'da-user-{user_id}'." }, "normalization": { "hash": "SHA-256, lowercase hex, hashed exactly once [D3][D5]", "em": { "rule": "trim, lowercase", "test": { "input": "John_Smith@gmail.com", "normalized": "john_smith@gmail.com", "sha256": "62a14e44f765419d10fea99367361a727c12365e2520f32218d505ed9aa0f62f" } }, "ph": { "rule": "digits only, drop leading zeros, include country code (US: 1 + 10 digits)", "test": { "input": "(650)555-1212", "normalized": "16505551212", "sha256": "e323ec626319ca94ee8bff2e4c87cf613be6ea19919ed1364124e16807ab3176" } }, "fn_ln": { "rule": "lowercase, no punctuation, UTF-8; DA has a single name field: fn = first token, ln = last token (omit ln if only one token)" }, "ct": { "rule": "lowercase, no punctuation, no special characters, no spaces", "example": "San Diego -> sandiego" }, "st": { "rule": "2-letter ANSI code, lowercase", "test": { "input": "CA", "normalized": "ca", "sha256": "6959097001d10501ac7d54c0bdb8db61420f658f2922cc26e46d536119a31126" } }, "zp": { "rule": "US: first 5 digits", "test": { "input": "94035-1234", "normalized": "94035", "sha256": "1794327a4d443904421f5ca1f3d72d0a62ba2f0770d80755ec2220fc0efb052e" } }, "country": { "rule": "ISO 3166-1 alpha-2, lowercase, always included", "test": { "input": "US", "normalized": "us", "sha256": "79adb2a2fce5c6ba215fe5f27f532d4e7edbac4b6a5e09e1ef3a08084a904621" } }, "not_hashed": ["client_ip_address", "client_user_agent", "fbc", "fbp"], "fbc_format": "fb.{subdomainIndex}.{creationTimeMs}.{fbclid}[.appendix]; server-generated subdomainIndex = 1; use the first time the fbclid was seen; send exactly as returned by the Parameter Builder [D4][D5]", "invalid_alone": "Events carrying only ct+country+st+zp+ge+client_user_agent, only db+client_user_agent, only fn+ge or only ln+ge are rejected [D8]" }, "user_data_sets": { "web": ["em", "ph", "fn", "ln", "ct", "st", "zp", "country", "external_id", "client_ip_address", "client_user_agent", "fbc", "fbp"], "web_quizstart_subset": ["zp", "ct", "st", "country", "client_ip_address", "client_user_agent", "fbc", "fbp"], "offline": ["em", "ph", "fn", "ln", "ct", "st", "zp", "country", "external_id", "fbc", "fbp"], "crm_mode": ["em", "ph", "fn", "ln", "ct", "st", "zp", "country", "external_id", "fbc"], "rule": "Offline and CRM events never carry client_ip_address or client_user_agent. Those must belong to 'the browser corresponding to the event' [D3], and a phone call has none." }, "custom_data_allowlist": { "content_name": "book_training_quiz | free_consultation | trained_for_life", "content_category": "Lead/Schedule: private | group | online | mixed (quiz step 3). Purchase: in_person | virtual | course", "in_service_area": "yes | no (custom parameter; only if DA can compute trainer coverage for the zip)", "value": "Purchase and SaleKept only: actual TFL contract amount sold, USD, after discounts, before tax, sent once per order. Internal, never shown in ads.", "currency": "USD (Purchase and SaleKept only)", "order_id": "Purchase and SaleKept only", "event_source": "crm mode only: 'crm'", "lead_event_source": "crm mode only: ''" }, "forbidden": { "never_send": [ "Psychiatric-service-dog or service-dog interest, PSD pages, PSD products or scripts", "Veteran or military status", "Health information about people; pet-insurance or vet-visit answers", "Free-text quiz notes (step 16), call notes, recordings, transcripts", "Payment card data", "Unhashed em/ph/fn/ln/ct/st/zp/country in CAPI" ], "guard_regex": "psychiatric|service[\\s_-]?dog|\\bpsd\\b|\\besa\\b|emotional[\\s_-]?support|veteran|military|disab|ptsd|insurance|medical|diagnos|therap", "guard_applies_to": "event names, custom_data, event_source_url, custom conversion names and rules, UTM values", "excluded_paths_no_pixel_no_capi": ["pages/*service-dog*", "pages/*psychiatric*"], "negative_events": "Never sent: refund, cancelled, no_show, disqualified, lost", "sources": ["H25", "H26", "H27", "D21"] }, "events": [ { "name": "PageView", "kind": "standard", "priority": "P0", "trigger": "Every page load on layouts where the pixel is allowed (all app layouts incl. program pages; not the excluded paths)", "senders": ["browser_pixel"], "action_source": "website (browser)", "role": "audiences, landing-page measurement" }, { "name": "QuizStart", "kind": "custom", "priority": "P2 (optional)", "trigger": "Quiz step 1 (zip) accepted by frontend.training.book-training, or the quiz opens at step 2 with ?zip_code=", "senders": ["browser_pixel", "server_capi"], "action_source": "website", "event_id": "da:quizstart:{quiz_session_id}", "event_time": "server time when step 1 is accepted", "event_source_url": "quiz page URL, path only (from the Livewire request's Referer)", "user_data": "web_quizstart_subset", "custom_data": { "content_name": "book_training_quiz" }, "role": "audience of quiz starters (retargeting)", "optimization": "never" }, { "name": "PartialLead", "kind": "custom", "priority": "P2 (optional)", "trigger": "Email step saves the partial lead (email_owner_submit_step)", "senders": ["browser_pixel", "server_capi"], "action_source": "website", "event_id": "da:partiallead:{lead_id}", "user_data": "web", "custom_data": { "content_name": "book_training_quiz" }, "role": "retargeting partial leads", "optimization": "never" }, { "name": "Lead", "kind": "standard", "priority": "P0", "trigger": "Final quiz submission succeeds (the loading:submit handler marks the lead complete)", "senders": ["browser_pixel", "server_capi"], "action_source": "website", "event_id": "da:lead:{lead_id}", "event_time": "lead completed_at (UTC seconds)", "event_source_url": "https://dogacademy.org/ (path only; never the /livewire/message/... endpoint)", "user_data": "web", "custom_data": { "content_name": "book_training_quiz", "content_category": "", "in_service_area": "" }, "browser_call": "fbq('track', 'Lead', {content_name:'book_training_quiz', content_category:'', in_service_area:''}, {eventID:'da:lead:'})", "browser_timing": "Queued in the session and fired on the next page (schedule-consultation), because the submit response redirects", "role": "measurement, audiences, the 'lead' for any qualified-leads set-up", "optimization": "Eligible under Leads -> Website [H3] but FORBIDDEN (form fill; operator rule)", "example_server_event": { "event_name": "Lead", "event_time": "", "event_id": "da:lead:", "action_source": "website", "event_source_url": "https://dogacademy.org/in-person-dog-training/book-training", "user_data": { "em": [""], "ph": [""], "fn": [""], "ln": [""], "ct": [""], "st": [""], "zp": [""], "country": ["79adb2a2fce5c6ba215fe5f27f532d4e7edbac4b6a5e09e1ef3a08084a904621"], "external_id": [""], "client_ip_address": "", "client_user_agent": "", "fbc": "<_FBC_COOKIE_VALUE>", "fbp": "<_FBP_COOKIE_VALUE>" }, "custom_data": { "content_name": "book_training_quiz", "content_category": "private", "in_service_area": "yes" } } }, { "name": "Schedule", "kind": "standard", "priority": "P0 - OPTIMIZATION EVENT", "trigger": "The lead's FIRST consultation booking is created on /custom-training-program/schedule-consultation by the lead. No event for reschedules.", "senders": ["browser_pixel", "server_capi"], "action_source": "website", "event_id": "da:schedule:{lead_id}", "event_time": "booking created_at (not the appointment time)", "event_source_url": "https://dogacademy.org/custom-training-program/schedule-consultation", "user_data": "web (IP, UA, fbc and fbp from the booking request)", "custom_data": { "content_name": "free_consultation", "content_category": "", "in_service_area": "" }, "browser_call": "fbq('track', 'Schedule', {content_name:'free_consultation', content_category:'', in_service_area:''}, {eventID:'da:schedule:'})", "dependencies": ["The scheduler must open without a login wall after the quiz (signed URL), otherwise Schedule under-fires [I2]", "Browser and server custom_data must be identical so the in_service_area custom-conversion rule survives dedup"], "role": "optimization event (Leads -> Website), measurement, audiences", "optimization": "YES. Listed under Leads -> Website [H3]; happens within minutes of the click, inside the 7-day click window [H7]", "example_server_event": { "event_name": "Schedule", "event_time": "", "event_id": "da:schedule:", "action_source": "website", "event_source_url": "https://dogacademy.org/custom-training-program/schedule-consultation", "user_data": { "em": [""], "ph": [""], "external_id": [""], "zp": [""], "country": ["79adb2a2fce5c6ba215fe5f27f532d4e7edbac4b6a5e09e1ef3a08084a904621"], "client_ip_address": "", "client_user_agent": "", "fbc": "<_FBC>", "fbp": "<_FBP>" }, "custom_data": { "content_name": "free_consultation", "content_category": "private", "in_service_area": "yes" } } }, { "name": "Schedule", "variant": "agent_booked", "kind": "standard", "priority": "P1", "trigger": "Stage feed: consultation_scheduled for a lead with no website Schedule already recorded", "senders": ["server_capi"], "action_source": "phone_call", "event_id": "da:schedule:{lead_id}", "event_time": "booking creation time from the feed (occurred_at)", "event_source_url": "omit", "user_data": "offline", "custom_data": { "content_name": "free_consultation" }, "role": "measurement", "optimization": "Not relied on (non-website action source; UNVERIFIED whether Website ad sets use it)" }, { "name": "ConsultationCompleted", "kind": "custom (English CamelCase, <= 50 chars)", "priority": "P1", "trigger": "Stage feed: consultation_completed. Matthew defines the outcome (owner or decision-maker on the call, reached recap or pitch, optional minimum talk time).", "senders": ["server_capi"], "action_source": "phone_call if channel = phone; other if channel = video or in_person", "event_id": "da:consult:{lead_id}", "event_time": "call end time (occurred_at)", "user_data": "offline", "custom_data": { "content_name": "free_consultation" }, "role": "measurement through the offline custom conversion 'Consultation completed' (create it BEFORE go-live; it only counts data received after creation [H14])", "optimization": "No. Offline custom events cannot be used for optimization or custom audiences [H12]. In crm mode, 'Consultation Completed' (CRM) is the qualified-leads target instead.", "example_server_event": { "event_name": "ConsultationCompleted", "event_time": "", "event_id": "da:consult:", "action_source": "phone_call", "user_data": { "em": [""], "ph": [""], "fn": [""], "ln": [""], "zp": [""], "ct": [""], "st": [""], "country": ["79adb2a2fce5c6ba215fe5f27f532d4e7edbac4b6a5e09e1ef3a08084a904621"], "external_id": [""], "fbc": "", "fbp": "" }, "custom_data": { "content_name": "free_consultation" } } }, { "name": "Purchase", "variant": "offline", "kind": "standard", "priority": "P1", "trigger": "Stage feed: purchase (first successful payment or signed TFL contract) taken by phone, virtual terminal or hosted payment link", "senders": ["server_capi"], "action_source": "phone_call if payment_channel = phone; other if payment_link or other", "event_id": "da:purchase:{order_id}", "event_time": "payment capture or contract time (occurred_at)", "user_data": "offline", "custom_data": { "value": "", "currency": "USD", "order_id": "", "content_name": "trained_for_life", "content_category": "" }, "exclusions": "PSD or service-dog products are never sent", "backfill_rule": "If no consultation event exists for the lead, emit ConsultationCompleted first (consultation time, or purchase time minus 1 s)", "role": "measurement (value), buyer audiences and exclusions", "optimization": "No for Website ad sets: non-website action source, 5.5% of leads, and closes after the 7-day window [H7][H28]", "example_server_event": { "event_name": "Purchase", "event_time": "", "event_id": "da:purchase:", "action_source": "phone_call", "user_data": { "em": [""], "ph": [""], "external_id": [""], "zp": [""], "country": ["79adb2a2fce5c6ba215fe5f27f532d4e7edbac4b6a5e09e1ef3a08084a904621"], "fbc": "", "fbp": "" }, "custom_data": { "value": "", "currency": "USD", "order_id": "", "content_name": "trained_for_life", "content_category": "in_person" } } }, { "name": "Purchase", "variant": "site_checkout", "kind": "standard", "priority": "P2 (only if TFL is paid on dogacademy.org checkout)", "trigger": "Order confirmation page on dogacademy.org", "senders": ["browser_pixel", "server_capi"], "action_source": "website", "event_id": "da:purchase:{order_id}", "browser_call": "fbq('track', 'Purchase', {value:, currency:'USD', content_name:'trained_for_life', content_category:''}, {eventID:'da:purchase:'})", "user_data": "web", "note": "The stage feed must then skip this order (payment_channel = website). Course purchases may use content_category = course." }, { "name": "SaleKept", "kind": "custom", "priority": "P3 (optional)", "trigger": "Daily job: 30 days after Purchase with no refund recorded (TFL full-refund window)", "senders": ["server_capi"], "action_source": "system_generated", "event_id": "da:salekept:{order_id}", "event_time": "purchase time + 30 days (the moment the status became true); send within 7 days of it", "user_data": "offline", "custom_data": { "value": "", "currency": "USD", "order_id": "" }, "role": "measurement of kept revenue only (offline custom event; not usable for optimization or audiences [H12]); for lookalike seeds use a customer-list audience of kept buyers instead" } ], "crm_mode_events": { "enabled_when": "META_STAGE_FEED_MODE=crm, only after Gate 0-A shows 'Maximize number of qualified leads' for Website on dataset 481578137302100", "common": { "action_source": "system_generated", "custom_data": { "event_source": "crm", "lead_event_source": "" }, "user_data": "crm_mode (no lead_id: website leads have none)", "rules": [ "Send every stage once, the first time it is reached, including the raw lead stage", "event_time after the lead creation time (Lead Received = lead time + 1 s)", "If a later stage arrives first, backfill the earlier stages 1 s earlier", "Names are fixed once the funnel is configured; do not change the dataset afterwards (that restarts training) [I3]", "Never add Sale Closed and Purchase together in reporting" ] }, "events": [ { "name": "Lead Received", "event_id": "da:crm:lead_received:{lead_id}", "trigger": "lead completion" }, { "name": "Consultation Scheduled", "event_id": "da:crm:consultation_scheduled:{lead_id}", "trigger": "first booking (self or agent)" }, { "name": "Consultation Completed", "event_id": "da:crm:consultation_completed:{lead_id}", "trigger": "consultation held; the proposed target stage", "replaces": "offline ConsultationCompleted" }, { "name": "Sale Closed", "event_id": "da:crm:sale_closed:{lead_id}", "trigger": "first payment or contract", "custom_data_extra": { "value": "", "currency": "USD" } } ], "documented_gates_for_instant_forms": ["200 leads/month", "lead coverage >= 60%", ">= 7 days of data", "target stage 1-40% of leads within 28 days", "upload at least daily"], "sources": ["D13", "D14", "D15", "D16", "H1", "H2", "H5", "I3"] }, "stage_feed": { "endpoint": "POST https://dogacademy.org/api/meta/stage-events", "auth": { "preferred": "HMAC-SHA256: header X-DA-Timestamp (Unix seconds, skew <= 300 s) and X-DA-Signature = 'sha256=' + hex(hmac_sha256(timestamp + '.' + raw_body, ))", "fallback": "Authorization: Bearer (rotate; no-code tools only)" }, "request_schema": { "source": "required: crm | dialer | billing | zapier | make | csv", "event_id": "required: unique per source (dedup key)", "stage": "required: consultation_scheduled | consultation_completed | purchase | refund | cancelled | no_show | disqualified", "occurred_at": "required: ISO-8601 UTC, the real moment of the stage change", "lead": { "da_lead_id": "preferred", "email": "fallback match", "phone": "fallback match" }, "consultation": { "channel": "phone | video | in_person", "duration_seconds": "integer, optional" }, "order": { "order_id": "required for purchase", "amount": "required for purchase, number", "currency": "USD", "product_line": "tfl_in_person | tfl_virtual | other_training", "payment_channel": "phone | website | payment_link | other" }, "test": "boolean; routes the event to test_event_code" }, "rejected_fields": "notes, comments, transcripts, recordings, military or veteran status, PSD or health fields: dropped or rejected, never stored", "responses": { "202": "{\"status\":\"queued\",\"meta_event_id\":\"da:consult:\"}", "200_duplicate": "{\"status\":\"duplicate\"}", "200_not_sent": "{\"status\":\"stored_not_sent\",\"reason\":\"already_sent|negative_stage|too_old|excluded|unmatched\"}", "401": "bad signature or token", "422": "validation errors" }, "lead_resolution": "da_lead_id; else the normalized email or phone of the most recent lead created before occurred_at, within 60 days; else unmatched + alert", "mapping_offline_mode": { "consultation_scheduled": "Schedule / phone_call (result already_sent if the website Schedule exists)", "consultation_completed": "ConsultationCompleted / phone_call or other", "purchase": "Purchase / phone_call or other (result already_sent if payment_channel = website)", "refund|cancelled|no_show|disqualified": "stored only, never sent" }, "too_old": "occurred_at older than 6 d 23 h: stored with result too_old, never sent [D1]", "fallbacks": { "csv": "php artisan meta:import-stages --source=csv [--dry-run]; columns event_id,stage,occurred_at,da_lead_id,email,phone,channel,order_id,amount,currency,product_line,payment_channel; run at least daily [H13]", "google_sheet": "never 'publish to web'; read with a service account or push rows through Zapier/Make to the webhook", "zapier_make": "CRM status change or sheet row -> build JSON -> HMAC (Code by Zapier / Make sha256 HMAC) or bearer -> POST to the endpoint; never post to Meta directly" } }, "privacy_and_consent": { "opt_out_signals": ["Sec-GPC: 1 request header", "'Do not sell or share my personal information' preference (cookie da_dns=1)"], "policy_modes": { "optout_suppress": "default: no pixel, no cookies, no CAPI for opted-out visitors and leads (outbox status skipped)", "optout_ldu": "pixel fbq('dataProcessingOptions', ['LDU'], 0, 0) before init; CAPI data_processing_options ['LDU'], data_processing_options_country 0, data_processing_options_state 0 [D24]" }, "owner": "DA counsel chooses the mode; the build supports both" }, "qa_targets": { "emq_internal_targets": { "Lead": ">= 8.0 (launch minimum 7.5)", "Schedule": ">= 8.0 (launch minimum 7.5)", "PartialLead": ">= 7.0", "QuizStart": "informational", "note": "Meta publishes no pass mark; EMQ exists only for website events [H19][D8]" }, "offline_match_key_coverage": { "em": ">= 99%", "ph": ">= 95%", "external_id": "100%", "fbc_on_meta_click_leads": ">= 90%" }, "event_coverage": "Meta aims for >= 75% CAPI vs pixel [H20]; our target >= 90% for Lead and Schedule, with server events >= browser events", "dedup": "Dedup-key overlap >= 90% for Lead and Schedule; the browser and server twin both show in Test Events and one is deduplicated", "stage_coverage": ">= 98% of eligible stage changes sent within 24 h; 100% within 6 days", "reconciliation_7_day": "app truth vs sent: gap fully explained by exclusions; sent vs acknowledged 100%; acknowledged vs Meta /stats SERVER_ONLY within +/-2%" }, "unverified": [ "U1 Whether phone_call, other or system_generated events, or custom conversions on them, can be the optimization event of a Website ad set (docs imply no)", "U2 Whether 'Maximize number of qualified leads' works for website forms in DA's account; its signal source and window", "U3 Whether the pixel hashes external_id automatically", "U4 Whether Meta merges server user_data into a deduplicated browser event", "U5 Whether the 28-day-click comparison includes phone_call events", "U6 The exact retryable Graph error-code list", "U7 Whether the current domain-verification tag belongs to DA's Business", "U8 Whether dataset 481578137302100 is consolidated for offline events (is_consolidated_container)", "U9 Whether Livewire v2 fires browser events before a redirect in the same response (the session queue avoids depending on it)" ] }