diff --git a/.changeset/fix-compliance-payload-must-contain-identifier-echo.md b/.changeset/fix-compliance-payload-must-contain-identifier-echo.md
new file mode 100644
index 0000000000..4a219b2cd3
--- /dev/null
+++ b/.changeset/fix-compliance-payload-must-contain-identifier-echo.md
@@ -0,0 +1,4 @@
+---
+---
+
+Remove Meta-shape `payload_must_contain` over-fit from 3 storyboards (sales-social, audience-sync, signal-marketplace) and extend cross-step `identifier_paths` echo to signal-marketplace, sales-non-guaranteed, creative-ad-server, and audience-sync delete step. Non-protocol change — storyboard conformance harness only.
diff --git a/static/compliance/source/specialisms/audience-sync/index.yaml b/static/compliance/source/specialisms/audience-sync/index.yaml
index 2ce56bff21..35ab3fd630 100644
--- a/static/compliance/source/specialisms/audience-sync/index.yaml
+++ b/static/compliance/source/specialisms/audience-sync/index.yaml
@@ -248,9 +248,6 @@ phases:
             identifier_paths:
               - "audiences[*].add[*].hashed_email"
               - "audiences[*].add[*].external_id"
-            payload_must_contain:
-              - path: "users[*].hashed_email"
-                match: present
       - id: delete_audience
         title: "Delete test audience"
         narrative: |
@@ -293,3 +290,11 @@ phases:
             path: "context.correlation_id"
             value: "audience_sync--delete_audience"
             description: "Context correlation_id returned unchanged"
+          # Anti-façade: an adapter that returns a shape-valid delete response without
+          # forwarding the deletion to its upstream user graph fails this check. The
+          # identifier echo confirms the upstream call carries the correct audience ID.
+          - check: upstream_traffic
+            description: "delete_audience caused upstream traffic propagating the deletion to the upstream user graph"
+            min_count: 1
+            identifier_paths:
+              - "audiences[*].audience_id"
diff --git a/static/compliance/source/specialisms/creative-ad-server/index.yaml b/static/compliance/source/specialisms/creative-ad-server/index.yaml
index e2b37e064c..bf020b1c9c 100644
--- a/static/compliance/source/specialisms/creative-ad-server/index.yaml
+++ b/static/compliance/source/specialisms/creative-ad-server/index.yaml
@@ -264,9 +264,11 @@ phases:
           # Ad Manager, Kevel, Equativ, FreeWheel) — the storyboard asserts
           # "an upstream call happened" rather than naming a platform.
           - check: upstream_traffic
-            description: "build_creative caused upstream traffic to the ad server"
+            description: "build_creative caused upstream traffic to the ad server carrying the creative_id"
             min_count: 1
             endpoint_pattern: "POST *"
+            identifier_paths:
+              - "creative_id"
   - id: track_delivery
     title: "Track creative delivery"
     narrative: |
diff --git a/static/compliance/source/specialisms/sales-non-guaranteed/index.yaml b/static/compliance/source/specialisms/sales-non-guaranteed/index.yaml
index bdd94e76ee..291d98c2ea 100644
--- a/static/compliance/source/specialisms/sales-non-guaranteed/index.yaml
+++ b/static/compliance/source/specialisms/sales-non-guaranteed/index.yaml
@@ -384,6 +384,14 @@ phases:
             path: "context.correlation_id"
             value: "sales_non_guaranteed--update_media_buy"
             description: "Context correlation_id returned unchanged"
+          # Anti-façade: a real update propagates bid/budget changes to the upstream
+          # auction platform. An adapter returning shape-valid responses without touching
+          # upstream fails this check. No identifier_paths here — media_buy_id is
+          # seller-assigned (dynamic context variable, not a buyer-supplied literal).
+          - check: upstream_traffic
+            description: "update_media_buy caused upstream traffic applying the bid/budget changes"
+            min_count: 1
+            endpoint_pattern: "POST *"
   - id: delivery
     title: "Delivery and auction metrics"
     narrative: |
diff --git a/static/compliance/source/specialisms/sales-social/index.yaml b/static/compliance/source/specialisms/sales-social/index.yaml
index 3ca48f5584..46d8f10adb 100644
--- a/static/compliance/source/specialisms/sales-social/index.yaml
+++ b/static/compliance/source/specialisms/sales-social/index.yaml
@@ -252,9 +252,6 @@ phases:
             identifier_paths:
               - "audiences[*].add[*].hashed_email"
               - "audiences[*].add[*].external_id"
-            payload_must_contain:
-              - path: "users[*].hashed_email"
-                match: present
   - id: creative_push
     title: "Native creative sync"
     narrative: |
diff --git a/static/compliance/source/specialisms/signal-marketplace/index.yaml b/static/compliance/source/specialisms/signal-marketplace/index.yaml
index b19e01149c..a4a1a42af3 100644
--- a/static/compliance/source/specialisms/signal-marketplace/index.yaml
+++ b/static/compliance/source/specialisms/signal-marketplace/index.yaml
@@ -314,8 +314,8 @@ phases:
           pricing_option_id: "$context.first_signal_pricing_option_id"
           destinations:
             - type: "platform"
-              platform: "the-trade-desk"
-              account: "agency-123-ttd"
+              platform: "pinnacle-dsp"
+              account: "agency-123-pd"
           idempotency_key: "$generate:uuid_v4#signal_marketplace_activate_platform"
           context:
             correlation_id: "signal_marketplace--activate_on_platform"
@@ -354,9 +354,8 @@ phases:
             min_count: 1
             endpoint_pattern: "POST *"
             since: search_by_spec
-            payload_must_contain:
-              - path: "segment_id"
-                match: present
+            identifier_paths:
+              - "signal_agent_segment_id"
   - id: agent_activation
     title: "Activate on a sales agent"
     narrative: |