{
  "schema_version": "facebook-retargeting-plan.v1",
  "plan_id": "website-complete",
  "record_mode": "fictional_example",
  "title": "Northstar onboarding retargeting",
  "as_of": "2026-09-26T12:00:00-04:00",
  "stages": [
    {
      "stage_id": "web-proof",
      "sequence_position": 1,
      "active": true,
      "fields": {
        "business_name": {
          "state": "known",
          "value": "Northstar Workflow",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "business_offer": {
          "state": "known",
          "value": "Workflow software and an onboarding review",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "buyer_scope": {
          "state": "known",
          "value": "Operations directors at B2B service firms evaluating client onboarding",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "buyer_question": {
          "state": "known",
          "value": "How difficult is implementation?",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "stage_owner": {
          "state": "known",
          "value": "Demand Gen",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "route": {
          "state": "known",
          "value": "website",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "source_name": {
          "state": "known",
          "value": "Northstar Pixel pricing and use-case visitors",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "source_access_verified": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "source_observed_action": {
          "state": "known",
          "value": "Visits to /pricing or /use-cases/client-onboarding",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "source_history_from": {
          "state": "known",
          "value": "2026-08-01",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "source_observed_through": {
          "state": "known",
          "value": "2026-09-25",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "source_history_verified": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "source_activity_count": {
          "state": "unknown",
          "value": null,
          "evidence_ids": [],
          "unknown": {
            "owner": "Unassigned — assign field owner",
            "reason": "No deduplicated source-action count is supplied",
            "request": "Supply an observed action count with exact period and deduplication definition if useful"
          },
          "na_reason": null
        },
        "source_activity_unit": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "no_activity_count",
            "detail": "No source-action count is supplied.",
            "evidence_ids": []
          }
        },
        "source_activity_period": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "no_activity_count",
            "detail": "No source-action count is supplied.",
            "evidence_ids": []
          }
        },
        "website_pixel_active": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "website_url_or_event_rule": {
          "state": "known",
          "value": "URL contains /pricing OR URL contains /use-cases/client-onboarding",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "app_registered_and_accessible": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "app_registered_and_accessible does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "app_logging_method": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "app_logging_method does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "app_event_rule": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "app_event_rule does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "engagement_type": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "engagement_type does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "engagement_asset_rule": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "engagement_asset_rule does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "lead_form_page_and_form": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "lead_form_page_and_form does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "lead_form_action": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "lead_form_action does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "list_inclusion_eligible": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "list_inclusion_eligible does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "list_membership_rule": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "list_membership_rule does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "list_updated_at": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "list_updated_at does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "list_match_state": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "list_match_state does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "inclusion_rule": {
          "state": "known",
          "value": "Any visit to /pricing or /use-cases/client-onboarding; exclude DemoRequested",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "rule_operator": {
          "state": "known",
          "value": "any",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "rule_count": {
          "state": "known",
          "value": 3,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "membership_window_days": {
          "state": "known",
          "value": 30,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "window_rationale": {
          "state": "known",
          "value": "Thirty days matches proposed buying cycle and observed history.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "selected_window_allowed": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "documented_max_window_days": {
          "state": "unknown",
          "value": null,
          "evidence_ids": [],
          "unknown": {
            "owner": "Unassigned — assign field owner",
            "reason": "No universal account maximum has been supplied",
            "request": "Provide a scoped account receipt only if a maximum is needed for this selected window"
          },
          "na_reason": null
        },
        "audience_population_basis": {
          "state": "known",
          "value": "website_from_creation",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "audience_created_at": {
          "state": "known",
          "value": "2026-09-01T09:00:00-04:00",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "audience_status": {
          "state": "known",
          "value": "ready",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "audience_size_visibility": {
          "state": "known",
          "value": "hidden",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "audience_estimated_people": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "estimate_not_exposed",
            "detail": "Fictional audience receipt says size is privacy-hidden.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "volume_assessment": {
          "state": "known",
          "value": "sufficient_for_proposed_plan",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "volume_decision_reason": {
          "state": "known",
          "value": "Audience is ready but estimate is hidden; keep one consolidated pool and reassess actual delivery, with no member-count claim.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "event_exclusion_supported": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "event_exclusion_rule": {
          "state": "known",
          "value": "Exclude DemoRequested from source audience.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "completed_next_step": {
          "state": "known",
          "value": "DemoRequested",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "suppression_groups": {
          "state": "known",
          "value": [
            "completed_next_step",
            "open_opportunity",
            "customer",
            "opted_out"
          ],
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "suppression_scope_reason": {
          "state": "known",
          "value": "Suppress completed steps, active opportunities, customers and opt-outs; no exceptions.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "suppression_source": {
          "state": "known",
          "value": "Simulated CRM suppression groups; matched with approved source data",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "suppression_verified": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "suppression_last_verified_at": {
          "state": "known",
          "value": "2026-09-26T12:00:00-04:00",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "suppression_refresh_rule": {
          "state": "known",
          "value": "Daily refresh by Demand Gen; stop use if older than one day.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "suppression_valid_until": {
          "state": "known",
          "value": "2026-10-03T12:00:00-04:00",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "ad_set_exclusions": {
          "state": "known",
          "value": "Exclude simulated CRM completed-step, opportunity, customer and opt-out groups in ad set.",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "overlap_rule": {
          "state": "known",
          "value": "One active stage per source; consolidate if overlapping and remove on completed next step.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "inclusion_mode": {
          "state": "known",
          "value": "hard_control",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "expansion_state": {
          "state": "known",
          "value": "disabled",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "intended_delivery_scope": {
          "state": "known",
          "value": "retargeting_only",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "data_use_approved": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "notice_verified": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "consent_required": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "consent_verified": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "opt_out_procedure": {
          "state": "known",
          "value": "Privacy-owner removal request feeds daily CRM suppression refresh.",
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "list_sharing_permission": {
          "state": "not_applicable",
          "value": null,
          "evidence_ids": [],
          "unknown": null,
          "na_reason": {
            "code": "route_not_selected",
            "detail": "list_sharing_permission does not apply to verified website route.",
            "evidence_ids": [
              "fictional-web-proof"
            ]
          }
        },
        "message_job": {
          "state": "known",
          "value": "Answer implementation concern with onboarding workflow proof.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "proof_asset": {
          "state": "known",
          "value": "Simulated available onboarding walkthrough",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "proof_asset_available": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "ad_copy_example": {
          "state": "known",
          "value": "See how one intake becomes an assigned onboarding plan.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "offer": {
          "state": "known",
          "value": "Request an onboarding review",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "destination": {
          "state": "known",
          "value": "https://northstar.example/onboarding-review",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "destination_verified": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "measurement_event": {
          "state": "known",
          "value": "DemoRequested",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "crm_outcome": {
          "state": "known",
          "value": "qualified_review",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "crm_unique_key": {
          "state": "known",
          "value": "crm_contact_id",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "crm_mapping_verified": {
          "state": "known",
          "value": true,
          "evidence_ids": [
            "fictional-web-proof"
          ],
          "unknown": null,
          "na_reason": null
        },
        "attribution_boundary": {
          "state": "known",
          "value": "Report deduplicated attributed requests; no causal pipeline claim without a separate test.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "review_period_start": {
          "state": "known",
          "value": "2026-09-26",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "review_period_end": {
          "state": "known",
          "value": "2026-10-02",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "outcome_window_start": {
          "state": "known",
          "value": "2026-10-03",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "outcome_window_end": {
          "state": "known",
          "value": "2026-11-02",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "success_rule": {
          "state": "known",
          "value": "Review deduplicated qualified requests and buyer feedback; revise if message misses the intended task; Hold on tracking or suppression failure.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "review_trigger": {
          "state": "known",
          "value": "Check on 2026-10-02 and reopen for source, rule, control, privacy or destination changes.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        },
        "next_action": {
          "state": "known",
          "value": "Demand Gen submits plan and fictional receipts for human review.",
          "evidence_ids": [],
          "unknown": null,
          "na_reason": null
        }
      }
    }
  ],
  "evidence": [
    {
      "evidence_id": "fictional-web-proof",
      "kind": "fictional",
      "label": "Simulated account and owner receipt; not a Meta capture",
      "locator": "fixture://website-complete/web-proof",
      "observed_at": "2026-09-26T12:00:00-04:00",
      "scope": "stage:web-proof; route:website; all fields and proposed use as supplied at 2026-09-26T12:00:00-04:00; fictional simulation",
      "redacted": true
    }
  ],
  "issues": [
    {
      "issue_id": "issue:web-proof:documented_max_window_days:optional_unknown",
      "field_path": "stages.web-proof.fields.documented_max_window_days",
      "source_system": "plan/source record",
      "owner": "Unassigned — assign field owner",
      "reason": "No universal account maximum has been supplied",
      "request": "Provide a scoped account receipt only if a maximum is needed for this selected window",
      "blocking": false,
      "status": "open",
      "detected_at": "2026-09-26T12:00:00-04:00",
      "evidence_ids": []
    },
    {
      "issue_id": "issue:web-proof:source_activity_count:optional_unknown",
      "field_path": "stages.web-proof.fields.source_activity_count",
      "source_system": "plan/source record",
      "owner": "Unassigned — assign field owner",
      "reason": "No deduplicated source-action count is supplied",
      "request": "Supply an observed action count with exact period and deduplication definition if useful",
      "blocking": false,
      "status": "open",
      "detected_at": "2026-09-26T12:00:00-04:00",
      "evidence_ids": []
    }
  ],
  "evaluation": {
    "schema_version": "facebook-retargeting-plan.v1",
    "evaluator_version": "facebook-retargeting-evaluator.v1.3",
    "input_sha256": "2c584e233544db8a1d45a0c9e194b8e043542d69d66e82136b8de13e64e3396e",
    "evaluated_as_of": "2026-09-26T12:00:00-04:00",
    "plan_state": "review_ready",
    "reason_code": "complete_for_review",
    "reason": "Complete for human plan review",
    "open_issue_ids": [
      "issue:web-proof:documented_max_window_days:optional_unknown",
      "issue:web-proof:source_activity_count:optional_unknown"
    ],
    "blocking_issue_count": 0,
    "next_action": "Submit plan and scoped receipts for human review",
    "launch_state": "hold_separate_authorization"
  },
  "extensions": {}
}