Appendix C — Dataset / CAPI / Signals

Live API pull, June 4, 2026.

Datasets attached to the account

Three unique datasets (one shown twice via duplicate business associations):

The decode:

• Dataset 332555186604235 ("Military Insurance") is the live lead-gen workhorse — both Pixel and CAPI firing in real-time, owned by a separate business (almost certainly the QuoteWizard/Delty postback integration entity, hence the different business_id).
• Dataset 587241028099131 ("Military.com's Pixel") is the legacy content/site Pixel from 2016. Has Lead, PageView, SubscribedButtonClick events — but server hasn't fired since March 2023. Maps to Mo's audit finding: "Dataset C content pixel CAPI Gateway 0% set up." This is the brand/content pixel for the main site, where adding CAPI would unlock the +23% cost/result Mo cited.
• Dataset 1536649764252698 ("MA Military Insurance") — MA likely = MediaAlpha. Created Dec 2025, browser fires today, server never has fired. Likely a parallel test/integration that's not active server-side. Could be a placeholder or a half-built MediaAlpha lane.

Event Match Quality (EMQ) by dataset

Dataset 332555186604235 (the lead-gen workhorse)

Key validations:

• CompleteRegistration EMQ = 8.3 — EXACT MATCH to Mo's audit finding "EMQ 8.3/10". Strong signal health.
• Purchase EMQ = 9.1 — higher than Mo's audit cited. Score is excellent.
• fbc coverage = 100% on CompleteRegistration, 87% on Purchase — Coverage is HIGH. Mo's "fbc truncation on 15 ad sets, 27% of CompleteRegistration affected" — the truncation is a value malformation visible only in Meta Events Manager Diagnostics UI, not in this API's coverage field. This API confirms fbc is PRESENT in 100% / 87% of events; the truncation question (presence-but-malformed) needs a manual Events Manager check.
• All three events upload hourly or real-time — data freshness is fine.

Dataset 587241028099131 (Military.com's Pixel — content/site)

No CAPI events, no EMQ scoring. This dataset is browser-only. Maps to Mo's "Dataset C content pixel CAPI Gateway 0% set up" finding — CONFIRMED. Adding a Signals Gateway / CAPI for this pixel is the +23% cost/result opportunity Mo flagged.

Dataset 1536649764252698 (MA Military Insurance)

Browser-only, no EMQ data. Dormant from a server-side perspective.

Event volume (last 7 days, Dataset 332555186604235)

Rough totals across the 7-day window May 28 14:00 – Jun 4 13:59:

• PageView: 392,000+ events
• Purchase: 5,300+ events (~755/day average)
• CompleteRegistration: 5,300+ events (~755/day)

Server vs Browser split (across same window): SERVER ~52%, BROWSER ~48%. CAPI is doing roughly equal volume to the Pixel. Healthy dual-channel setup.

Server uplift over browser: ~5–8% per hour on average. Mo's "17.5% more Purchase conversions via CAPI last 7d" was likely from a different reference window or measurement methodology (Meta's UI sometimes shows attribution-window-adjusted lift). The current dataset health is good but the 17.5% number may not be re-derivable today.

The Purchase value malformation issue (the root-cause)

This API cannot validate or refute Mo's "98% of Purchase price data is malformed" claim directly. That signal lives in Meta Events Manager's Diagnostics UI, which surfaces parameter-validation issues that are invisible to the dataset_quality / dataset_stats endpoints (those only check presence, not validation).

What this API DOES confirm: - Purchase events are firing at healthy volume (~755/day) - EMQ is excellent (9.1) - All match keys have high coverage

What this API CANNOT confirm: - Whether the value parameter being sent is a real QW payout amount, or a flat placeholder ($1, $0, etc.) - Whether the value parameter format is well-formed (numeric, decimal-correct, etc.)

Mo's audit conclusion stands and is not refuted: Purchase events fire, EMQ is great, but if the value parameter is flat/malformed, Max Value campaigns optimizing on RETURN_ON_AD_SPEND are training against noise. This is consistent with purchase_roas: "Not available" at every level of the account (Appendix A account-level, Appendix B every ad). If Meta had usable Purchase value data, it would compute ROAS — it doesn't, because the value is unusable.

Mapping to Mo's 5-workstream task list

The MA Military Insurance dataset puzzle

A dataset created Dec 2025 with server never fired is suspicious. Two hypotheses:

1. MediaAlpha integration that was set up but never activated. Iron Corp had plans to route through MediaAlpha but the server-side hookup was never completed. If true, this is a quietly-broken integration that should be either activated or removed.
2. A test/staging dataset left behind. Less concerning but should be archived.

Anthony's "ignore exchange.qmp.ai and MediaAlpha, focus on Delty + Meta" framing earlier suggests MediaAlpha is intentionally not active. This dataset's state is consistent with that.

Open items for Tuesday

1. Manually open Meta Events Manager → Dataset 332555186604235 → Diagnostics tab to verify the Purchase value-malformation claim (98% per Mo). The API confirms events fire and EMQ is high; only Events Manager Diagnostics shows value validity.
2. Confirm with dev: is Dataset 587241028099131 (Military.com's Pixel) intended to have CAPI? This is the +23% cost/result lever — if there's no policy reason not to, adding the Signals Gateway is a 24-48 hour engineering task.
3. Confirm with Anthony/dev: what is the MA Military Insurance dataset for? Activate or archive.
4. Verify the Dataset 332555186604235 business_id (551525685236215) — confirm this is the QW/Delty integration entity.