Articles on: Facebook Pixel

How to improve Facebook Event Match Quality?

Event Match Quality indicates how effective the customer information sent from your server may be at matching event instances to a Facebook account. High-quality event matching may improve ads attribution and performance. This metric is in development.

Expect to see a very low score for the most common events, like PageView, or ViewContent. These are events triggered by any website visitor. For these events is very hard to send really useful customer information, like name, email, or address.

Events that are usually triggered by logged-in users will see a better score. the Purchase event should score higher. That’s because at this point we have access to some real data about the person triggering the events.

However, even for these high-performance events, the match quality won’t be super-hight. Most of the time there are differences between what data we use on a personal Facebook account and in an online store.

Don’t worry about this problem, this just affects events from CAPI, all browser events still work normally. This problem does not affect your Facebook ads too much. You can ignore the problem.

Updated on: 23/11/2023

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