Overview

Follow this guide to learn about the Event Match Quality Score in Facebook and how you can use it to increase conversions and data quality.

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Read More: About Event Match Quality Score

Read this guide from Facebook to learn more about the Event Match Quality Score!

Event Match Quality Score

What is the Event Match Quality Score?

The Event Match Quality Score on Facebook is a metric that measures the effectiveness of the customer information parameters sent with your server events in matching those events to your Meta account.

This score, which ranges from 0 to 10, reflects how well the data associated with an event aligns with Facebook’s systems, impacting your ad performance and conversion reporting.

How Event Match Quality is Determined?

Event match quality is assessed by Meta based on the quality of customer information provided and the percentage of events successfully matched to Meta accounts. This scoring system evaluates the data you send with each event, such as page views, add-to-cart actions, and purchases, and determines how often these events correspond with user accounts on Meta platforms.

Scores are calculated using the last 48 hours of data, so it is important to maintain a regular flow of events to ensure your scores remain accurate and reflective of current performance.

Improving Your Event Match Quality Score:

• Increase Coverage of Customer Information Parameters: The more customer information parameters you include with your events, the better the chances of successful matching. Parameters such as email addresses, phone numbers, and user IDs help Meta’s system more accurately identify and attribute user actions.
• Prioritize Key Parameters: Focus on including parameters that are most likely to improve match quality based on your target audience. While each parameter has its importance, some may offer greater benefits depending on the demographics and behaviors of the audience you are targeting.
• Regularly Send Events: Since scores are based on recent data, ensure that you continuously send events to keep your match quality scores up-to-date.

How Does the dl_subscribe event affect the Event Match Quality Score?

The dl_subscribe event helps improve the Event Match Quality score by providing Facebook with accurate data about user behavior. The better the data Facebook receives, the more efficiently it can optimize ad targeting and ad performance.

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Read More: dl_subscribe Event

Follow this guide to learn more about the dl_subscribe event!

Key Impacts of the dl_subscribe Event with Facebook:

• Signals High-Quality Engagement: When users opt in through the dl_subscribe event, it shows active and intentional engagement. Facebook values interactions that demonstrate genuine interest over superficial clicks or low-quality engagements.
• Improves Conversion Rate: The dl_subscribe event usually occurs after a user has been nurtured through well-targeted, high-quality ads. As a result, it often leads to higher conversion rates, which directly contribute to a better EMQ score.
• Reduces Negative Feedback: Negative feedback, such as users hiding ads or reporting them, can severely impact your ad performance and EMQ score. The dl_subscribe event indicates voluntary user opt-ins, which decreases the chance of negative experiences.
• Increases Post-Ad Engagement: Following the dl_subscribe event, users are more likely to continue engaging with your brand. This post-ad engagement is an important metric for Facebook when evaluating the quality and relevance of your campaign.
• Enhances Cost-Effectiveness: High-quality events like dl_subscribe often result in a lower Cost Per Result (CPR) because they indicate more efficient ad targeting and a better user experience. Lower CPR is typically associated with a higher EMQ, as it suggests that your campaign is resonating well with users without overspending.

How to Maximize the Impact of the dl_subscribe Event:

To take advantage of the dl_subscribe event and boost your EMQ score, consider implementing the following strategies:

• Target High-Intent Audiences: Focus your campaigns on users who are likely to engage deeply with your content.
• Refine Your Funnel: Ensure your ad messaging aligns with the value proposition users receive after subscribing because a seamless experience helps drive conversions.
• Use Optimized Creatives: Design ads and creatives that clearly communicate the benefits of subscribing, emphasizing value and trust.
• A/B Test Your Ads: Experiment with different ad formats, hooks, calls-to-action (CTAs), and visuals to identify which combinations result in the best user engagement.