Shadow mode and the signal-gap report

Shadow mode lets a brand try Kalman without changing what Meta receives. It's opt-in: every destination starts live. You can turn shadow mode on when you connect Meta or later on the Meta page.

How shadow mode works

In shadow mode, Kalman builds every payload it would send, through the same firewall and consent checks, and keeps it instead of sending it. Nothing goes to Meta. The outbound preview labels each payload "Would send".

The signal-gap report

Analytics → Signal gap compares, day by day:

• conversions Meta reported with the events Kalman sent or would send;
• events Meta never sees from a browser, such as approvals and refills received by webhook;
• the value Meta reported with the value in Kalman's payloads;
• the share of events carrying each identifier, such as hashed email or the click id;
• events Kalman held back, by reason.

It shows counts, values and shares only, never identifiers or payloads. Meta uses its own attribution and modeling, so read the comparison as directional.

Sharing and going live

Owners and admins can share a read-only link to a report for a chosen period. It's valid for 14 days and can be revoked. When you're ready, a short checklist switches the destination to live. It covers the browser pixel, consent and clinical mappings.

Read the guide