Your Facebook Event Match Quality scores indicate how effective the conversion data that ClickMagick sends to Facebook on your behalf is at matching that particular conversion to a specific Meta user account.

Matched events help you deliver your ads to people who are more likely to take the action you care about, and attribute those actions back to your ads. Better event match quality means events are more likely to match to a Meta account, which can help you see more conversions and lower your cost per result.

To learn more, please see this Facebook article:

About event match quality

In short, per Facebook’s recommendation, you want to aim for a “good” or “great” match score …

And there is nothing else available anywhere that can help you get a higher match score than ClickMagick Audience Optimization for Facebook, as long as you are also capturing and sending visitor info with your conversions.

What visitor information does Audience Optimization send to Facebook’s Conversions API?

Below is a screenshot from Facebook showing all of the available Customer Information Parameters that they accept, which all help to increase your Event Match Quality score.

ClickMagick sends ALL of these parameters for you automatically, in real-time, if they are available ...
 

Customer Information Parameters:

• em: Email – Hashing Required
• ph: Phone – Hashing Required
• fn: First Name – Hashing Required
• ln: Last Name – Hashing Required
• db: Date of Birth – Hashing Required
• ge: Gender – Hashing Required
• ct: City – Hashing Required
• st: State – Hashing Required
• zp: Zip Code – Hashing Required
• country: Country – Hashing Required
• external_id: External ID – Hashing Recommended
• client_ip_address: Client IP Address – Do not hash
• client_user_agent: Client User Agent – Do not hash
• fbc: Click ID – Do not hash
• fbp: Browser ID – Do not hash
• subscription_id: Subscription ID – Do not hash
• fb_login_id: Facebook Login ID – Do not hash
• lead_id: – Lead ID – Do not hash

To read more about these values, visit Facebook’s documentation at the following link:

Customer Information Parameters

Article 787 Last updated: 04/27/2023 7:29:07 AM
https://www.clickmagick.com/kb/?article=787