Event Match Quality (Meta)

Event Match Quality is Meta's score for how well the customer details you send with an event let it tie that event to a real person.

Every time someone buys or adds to cart, you can send Meta signals along with that event, like a hashed email, phone number, name, or location. Event Match Quality, shown in Events Manager, rates how strong those signals are on a scale up to ten. The more good details you attach, the higher the score, and the better Meta can credit the sale to the right person and optimize your ads.

Open Events Manager and look at your Purchase event. If it is only sending an email, your score sits lower. Start also passing a hashed phone number, first name, and city, and watch the score climb as Meta gains more ways to confirm who each buyer was.

A high score helps matching, but it is not proof your tracking is correct. You can score well and still be sending duplicate or mislabeled events, so treat Event Match Quality as one gauge on the dashboard, not a clean bill of health.

Send more real detail, match more real people. That is the whole score.