M01criticalMeta Ads
Meta Pixel installed
- Pass
- Pixel firing on all pages
- Warning
- Firing on most pages (>90%)
- Fail
- Pixel not firing
All controls
Pixel / CAPI Health
12 controls, 4 of them critical.
M02criticalMeta Ads~15 min to fix
Conversions API (CAPI) active
- Pass
- Server-side events sending alongside pixel. Note: Offline Conversions API permanently discontinued May 2025. All offline tracking now uses CAPI with action_source="physical_store". Flag any accounts still configured for Offline Conversions API as FAIL
- Warning
- CAPI planned but not deployed
- Fail
- No CAPI (30-40% data loss post-iOS 14.5) OR still configured for discontinued Offline Conversions API
M03criticalMeta Ads
Event deduplication
- Pass
- event_id matching between pixel and CAPI events; ≥90% dedup rate
- Warning
- event_id present but <90% dedup rate
- Fail
- Missing event_id (double-counting)
M04criticalMeta Ads
Event Match Quality (EMQ)
- Pass
- Tiered EMQ targets: Purchase ≥8.5, AddToCart ≥6.5, PageView ≥5.5. Case study: EMQ 8.6→9.3 = CPA -18%, match rate +24%, ROAS +22%
- Warning
- EMQ 6.0-7.9 (Purchase)
- Fail
- EMQ <6.0 (Purchase)
M-AT1highMeta Ads
Attribution window post-Jan 2026
- Pass
- Attribution windows verified and aligned with business model after Jan 2026 removal of 7-day/28-day view-through options
- Warning
- Using default settings without review
- Fail
- Attribution settings not configured or still expecting removed windows
M05highMeta Ads~5 min to fix
Domain verification
- Pass
- Business domain verified in Business Manager
- Fail
- Domain not verified
M06highMeta Ads
Aggregated Event Measurement (AEM)
- Pass
- Top 8 events configured and prioritized correctly
- Warning
- Events configured but not prioritized
- Fail
- AEM not configured
M07highMeta Ads
Standard events vs custom
- Pass
- Using standard events (Purchase, AddToCart, Lead, etc.)
- Warning
- Mix of standard and custom
- Fail
- Custom events replacing standard events
M09highMeta Ads~2 min to fix
iOS attribution window
- Pass
- 7-day click / 1-day view configured
- Warning
- 1-day click only
- Fail
- Attribution not configured
M-IA1mediumMeta Ads
Incremental Attribution testing
- Pass
- Meta Incremental Attribution (launched April 2025) evaluated or active for measuring real causal impact via AI-powered holdout testing
- Fail
- Not evaluated despite sufficient budget (>$5K/month)
M08mediumMeta Ads
CAPI Gateway
- Pass
- CAPI Gateway deployed for simplified server-side
- Warning
- Direct CAPI integration active
M10mediumMeta Ads
Data freshness
- Pass
- Events firing in real-time (no >1hr lag in Events Manager)
- Warning
- <4hr lag
- Fail
- >4hr lag or intermittent firing