Congratulations: you’ve implemented the Meta Conversions API! Don’t just set it and forget it– ensure your events are firing properly and meeting best practices. Refer to this guide to see where you can make improvements.
Select your Data Source (pixel) in Meta Events Manager and go to the Overview tab.
Scroll down to the Events table, where you’ll find a list of all the events, their status, integration method, event match quality, and the total number of events being measured.
Click on any event to expand and select “view details” to see more.
Click on any event to expand and select “view details” to see more.
A popup will display the Event Overview page. This tab is a more detailed view of the table shown above, comparing the number of events received from the server (Conversions API) and the browser (pixel).
You can also break down the events by: data source, URLs, domains, and devices. The overview also shows a snapshot of the event coverage, match quality, deduplication, and data freshness. We will dive into each of these sections.
Event Coverage
Event Coverage includes the total number of browser and server events sent to Meta. Sending the same events from both browser and server gives you more accurate data, so you can improve audience targeting and help lower your cost per result.
To meet best practices, your server should be sending as many or more events than your browser.
Event Match Quality
Better event match quality means events are more likely to match to a Meta account. Matched events help you attribute conversions to your ads and deliver them to people who are more likely to convert, which can result in better ad performance and lower cost per action.
Meta calculates the Event Match Quality Score based on the quality of customer information sent from your server and the percentage of event instances matched to a Meta account. Aim for a quality score of at least 5/10 to be within Meta’s recommended best practices.
Improve your event match quality by including more customer information parameters as they can result in more events being matched back to a Meta user. Where possible, prioritize parameters such as Email and click ID, which have the highest likelihood of improving match quality.
In the Event Quality tab, you’ll find a breakdown of the parameters being sent for each event. Review the percentage of events that are receiving customer information to see where you may have room for improvement.
Event Deduplication
When you set up the Conversions API in addition to the Meta Pixel, it’s best practice to have the same events set up for both data sources. For example, if you share the purchase, initiate checkout and contact events using the pixel, share those same web events from your server using the Conversions API. This is called a redundant setup.
When the same event is sent from both the browser and the server, Meta will count them as one event. Deduplication is the process used to prevent the same event from being counted twice.
Your rate of event deduplication is meeting best practices if:
- A high rate of server events are being deduplicated
- There is a high overlap between server and browser events for at least 1 deduplication key
- Deduplication keys are being sent for at least 70% of server events and 70% of browser events
Check the status of your deduplication keys in the “Event Deduplication” tab and refer to the Best Practices for areas to improve.
Data Freshness
Data Freshness is a measure of how current your data is. Sending events in real time is considered to be best practice, as it helps Meta’s ad delivery system evaluate how likely a user is to take action after seeing your ad.
If there is a delay between the time the event occurred and when Meta receives it, it is considerably harder to attribute the event to your ad performance which can negatively impact how your ads are delivered in the future.
Learn More About Meta Conversions API with PCG Digital Social Advertising Team
Once your Conversions API is set up, continue to monitor your connection regularly using Meta Events Manager. There are four main areas to consider when checking your Conversions API setup:
- Event Coverage
- Event Math Quality
- Event Deduplication
- Data Freshness
The Event Overview section provides a quick summary of how your events match up to best practices in terms of quantity, quality, accuracy, and frequency. We recommend checking the setup of your events regularly to identify any errors or opportunities for improvement. Keep these best practices in mind as you enhance your Conversions API setup, and you may begin to see an improvement in your ad performance.
