What is Event Match Quality and why does it matter?

Event Match Quality affects how well Meta can connect conversions to people. Better match improves optimization and measurement reliability.

This issue is common among Meta advertisers and usually indicates a structural or optimization problem that can be resolved with the right approach. Understanding the mechanism behind the problem is the first step to fixing it.

This problem typically stems from one or more of the following:

• Check which parameters you send (email, phone, external_id)
• Ensure hashing and formatting are correct
• Improve CAPI coverage and deduplication

Follow these steps to identify the root cause:

1. Check which parameters you send (email, phone, external_id)
2. Ensure hashing and formatting are correct
3. Improve CAPI coverage and deduplication

Once you've identified the cause, apply these fixes:

1. Start by identifying the root cause using the diagnostic checklist above
2. Make one change at a time and wait 24-48 hours to see results
3. Document what you changed and the outcome for future reference
4. If the issue persists, consider reaching out to Meta support with specific details
5. Use the quick fix page for immediate action items