# Meta CRM conversion monitoring and incident runbook

## Daily health check

1. Compare eligible CRM stage entries with queued, sent, accepted, rejected and quarantined events by source and event date.
2. Confirm the latest successful event is inside the agreed freshness window.
3. Review Events Manager diagnostics and the correct quality surface for the event type.
4. Check missing Meta Lead IDs, malformed match fields, duplicate transition keys and stale queue items.
5. Reconcile won values and currencies to the confirmed commercial source.

## Alert thresholds to define

- No accepted events during an active lead period.
- Last successful event older than the agreed delay.
- Capture ratio outside the normal range.
- Permanent error or invalid identifier rate above tolerance.
- Queue age approaching Meta's accepted backfill window.
- Qualified events greater than raw events for the same cohort.
- Duplicate stage-event keys or repeated sends.
- Credential expiry or Marketing API version retirement approaching.

## Incident response

1. Confirm whether lead capture or only event delivery is broken.
2. Define the first affected time, lead sources, stages and campaigns.
3. Freeze major optimisation changes that would rely on corrupt data.
4. Inspect recent CRM, connector, field, consent, credential and API-version changes.
5. Follow one known lead ID through CRM history, outbox, request, response and Events Manager.
6. Contain the smallest failing component; keep the CRM recording real stage times.
7. Retry only eligible events with their original timestamps and event identities.
8. Do not falsify timestamps to force stale events through.
9. Reconcile the repaired window, document campaign/reporting impact and update the prevention control.

## Evidence to retain

- Incident start and end time.
- Affected event names and sources.
- CRM count, attempted count, accepted count and permanent failures.
- Root cause and exact repair.
- Backfilled and unrecoverable records.
- Campaign decisions deferred or affected.
- Owner and prevention action.