What Is Event Match Quality in Meta Events Manager?

Matching is how Meta ties an event from your site back to an account on its apps. A matched purchase can be credited to the ad that led to it and used to find people likely to buy next. The score tells you how likely your server events are to make that link, judged by the customer details attached to them and how many of them actually matched.

Which events get an Event Match Quality score?

Meta shows the score for website events sent through the Conversions API with the action source parameter set to website. It covers every standard and custom web event, such as PageView, AddToCart and Purchase. Meta notes that the detailed event breakdowns in Events Manager may not be available for events sent only through the pixel.

How does Meta calculate the score?

Meta works out a number from 0 to 10 for each server event. Two things feed it: the quality of the customer information you send with that event, and the percentage of the event’s instances matched to Meta accounts. The score uses the last 48 hours of data, so you need to keep sending events regularly for it to stay current.

Which customer details count most?

Meta ranks the customer information parameters you can send with pixel or Conversions API events:

Priority	Parameters
High	Email, click ID
Medium	Facebook login ID, birthdate, country, phone number, external ID (a unique ID from you, the advertiser), browser ID
Low	Lead, first name, last name, city, ZIP or postal code

Meta’s advice is to send several of these whenever you have them. Formatting and hashing rules for each one are on Meta for Developers.

Where do you find your score?

1. Go to Events Manager and select the name and ID of your data.
2. Find the event you want to check and click View details.
3. Open the event matching tab, which Meta’s article also calls the event quality tab.
4. Review the percentage of events with complete customer data, and follow the recommendations Meta lists.

Why can the score stay low when you send plenty of data?

Sending a parameter doesn’t guarantee a match. Meta gives two reasons: one parameter on its own may not be enough to identify an account, and the person may not have a Meta account at all. So you can have a high share of events carrying customer details and still see a low score if those events don’t match.

What must you check before sending customer details?

The Meta Business Tools Terms require you to have lawful rights to collect, use and share the data before you send it. They also require you to hash contact information as Meta’s developer documentation describes, and never to share sensitive information. Meta suggests working with your own legal counsel on consent.

FAQ

Does a higher Event Match Quality score lower my costs?

Meta says better match quality makes events more likely to match accounts, and matched events help attribute conversions and reach likely buyers, which can lead to better performance and a lower cost per action. That is a possible effect, not a promise. Meta also says better matching may increase the additional conversions it reports.

How quickly does the score change after I fix my setup?

The score is built from the last 48 hours of data, so a change to the customer details you send needs about two days of events before it is fully reflected. Keep events flowing during that time, because Meta notes that regular sending is what keeps the score up to date.

Can the Meta Pixel send customer details too?

Yes. Meta lists the same customer information parameters for the pixel and the Conversions API. For the pixel, the feature is called advanced matching: you share hashed customer information along with pixel events, and Meta says the information is hashed on the website before it is sent.