Event Match Quality (EMQ) indicates how effective the customer information parameters sent with your server event may be at matching events to Meta accounts. When events are matched, you can target your ads to people who are more likely to take the actions you want and link those actions back to your ads. Higher Event Match Quality increases the chances of matching events to Meta accounts. This helps you better track conversions and deliver ads to people who are more likely to convert, leading to improved ad performance and lower costs per action.
This blog post will discuss the most common mistake you must avoid when setting up Facebook CAPI.
Event Match Quality helps with the following:
Enhancing the quality and completeness of the PII you provide will significantly improve Event Match Quality. It leads to more effective and efficient ad campaigns.
Event Match Quality depends only on Personally Identifiable Information (PII). PII plays a crucial role in determining Event Match Quality. PII includes data points like email addresses, phone numbers, and other identifiers that help Facebook match the event data you send with actual user profiles. The more comprehensive and accurate the PII you provide, the higher the likelihood that Facebook can match those events to the correct users.
Please see the table below, which shows the PII that impacts Event Match Quality.
| Parameter | Priority |
| High | |
| Click ID | High |
| Facebook Login ID | Medium |
| Birthdate | Medium |
| Country | Medium |
| Phone number | Medium |
| External ID ( a unique ID from the advertiser) | Medium |
| Browser ID | Medium |
| Lead | Low |
| First name | Low |
| Last name | Low |
| City | Low |
| Zip or Postal Code | Low |
The parameters are described in the Meta documentation in the Customer Information Parameters on this page. You can click on any Customer Information Parameter to see its details.
All parameter tags are hashed in GTM automatically; if they are needed for a parameter, you do not need to hash them on your own.
Facebook tags automatically collect basic parameters like FBP, FBC, Client IP Address, and Client User Agent, but you must manually send the other available ones. Always send customer data when you have access to it. For example, when a user creates an account or authorizes on your website, you will get access to the user's email. In this case, you must send user emails with all the events. It will improve the match quality of events like purchases in e-commerce.
When a user enters their payment data, you usually get the user's billing data. Check if you have sent all the available data. Please ask your developers to add the needed data to the data layer if any data is unavailable. This way, you can use them in general events for users who do not have user data (like Page Views).
Normal Match Quality should be at least 4. Everything depends on the amount of user data available for events like purchases. However, with access to complete billing data, the Event Match Quality should usually be around 8+.
Another parameter that influences Event Match Quality is FBC. This Click ID parameter is available for users if they come from Facebook Ads. Quite often, Facebook recommends increasing the number of FBC parameters. However, you can do it only by increasing the number of Facebook ads. So it’s all right that your fbc is not 100%.
In conclusion, setting up Facebook CAPI correctly is crucial for maximizing your ad campaign performance. Focus on improving Event Match Quality by accurately collecting and sending comprehensive PII. It will enhance your targeting, attribution, and overall ad efficiency.
Avoid common mistakes like missing customer data or misinterpreting parameters like FBC. By optimizing your CAPI setup, you'll achieve better ad results and make more efficient use of your marketing budget.
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