Facebook Event Match Quality Low: Why It Happens and How to Improve It
Quick fix
Facebook event match quality low means Meta can't easily link your events to people's accounts. Improve it by sending more customer information parameters on more events, starting with the ones most likely to match. Hash contact details first, use advanced matching, add the Conversions API next to the pixel, and send events as close to real time as possible.
- Open the recommended actions for matching in Events Manager.
- Send customer information parameters on more events.
- Turn on advanced matching, manual and automatic where possible.
- Add the Conversions API and send events in real time.
Can't fix it yourself? Send me the details
What this error means
Event match quality shows how effectively the customer details you send with events can be matched to a Meta account. Higher quality can mean more reported conversions. Low quality usually means few events carry customer details.
Why it happens
1Few events carry customer details
More events with these parameters raise the chance of a match.
How to tell if this is you: Only a small share of events include email or phone.
2Low-value parameters first
Some parameters help matching more than others.
How to tell if this is you: Events carry only minor details.
3Pixel only
Meta recommends the Conversions API alongside the pixel with the same events.
How to tell if this is you: No server events are sent.
4Events sent late
Events should be shared in real time or close to it.
How to tell if this is you: Server events are batched.
How to fix it
Send more customer details
For: Few events carry customer details, Low-value parameters first
- Increase coverage of customer information parameters across events.
- Prioritise the parameters most likely to improve matching.
- Hash contact information before sending.
- Only share information where you have the right consents.
Use advanced matching and the Conversions API
For: Pixel only, Events sent late
- Use manual and automatic advanced matching.
- Send the same events through the Conversions API and aim for 75% coverage.
- Share events in real time.
How long it takes
Meta doesn't publish a timeline for this.
How to stop it happening again
- Check recommended actions in Events Manager regularly.
- Hash contact details at the source.
- Keep consent records for shared customer data.
From my desk
Email and phone number do the heavy lifting for me, so I make sure both are collected and hashed on every conversion event, not just the purchase. After that I add whatever else the checkout already has, like name and city. More events carrying real customer details beats perfecting a single event.
Muhammed Abdul Kalam
When to get help
- You've worked through the checks and the numbers or status still aren't right.
- The setup involves a tag manager, Shopify app or developer you cannot reach and nobody can explain it.
- Results are suffering during a launch or sale and every day costs real money.
Stuck on this? Send me the details.Tell me what the platform shows and what you've tried so far.
Send me the detailsFAQs
What is event match quality?
It indicates how effectively customer information parameters match events with a Meta account.
Why improve it?
Better event match quality can increase the additional conversions reported.
Do I need to hash customer data?
Yes. Contact information such as names and emails must be hashed before you send it.
What coverage should the Conversions API have?
Meta suggests aiming for a 75% event coverage ratio of Conversions API to pixel events.
Do I need consent?
Yes. Obtain lawful permissions and necessary consents before sharing information with third parties.