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Understanding Match Rates

What match rate and Meta Event Match Quality measure, what raises and lowers them, and how DealOracle gets CRM-sourced events to an 8 or better.

Table of contents

What match rate measures

A conversion event is only useful to an ad platform if the platform can tie it to a person it showed an ad to. Match rate is the share of events it manages to tie. Meta reports it per event as Event Match Quality (EMQ), a score from 1 to 10. Google shows a match rate for Enhanced Conversions and offline imports. TikTok and the others report matched versus received.

Two things decide the score: how many identifiers travel with the event, and how clean they are.

What the platforms match on

In rough order of weight for Meta:

  1. Click ID (fbc) and browser ID (fbp)
  2. Hashed email
  3. Hashed phone number
  4. External ID (your CRM contact ID, hashed)
  5. Hashed first name, last name, city, state, zip, country
  6. IP address and user agent (browser events only)

Google Enhanced Conversions for Leads use hashed email and phone; offline imports use the click ID. TikTok uses ttclid, hashed email and phone, and the TikTok browser ID.

Because CRM events carry the contact's email and phone by definition, server-side events from a CRM usually score higher than browser events, which often carry nothing but a cookie.

Why scores come in low

  • Only one identifier. An email alone scores around 4 to 5 on Meta. Email plus phone plus click ID lands at 8 or better.
  • Unnormalized data. [email protected] and [email protected] hash to different values. Phone numbers must be in E.164 (+14155551234) before hashing.
  • Hashing the wrong thing. Hashing an already-hashed value, or sending plaintext where a hash is expected, matches nothing.
  • Missing click IDs. See Click IDs for the pages that lose them.
  • Test events. Events sent from your own team's browsers with fake contacts drag the average down.

DealOracle normalizes email (lowercase, trimmed) and phone (E.164) and hashes with SHA-256 before anything leaves the server, and sends every identifier it has for the lead.

How to check and raise it

  • Meta: Events Manager, pick the pixel or dataset, open an event, and read Event Match Quality with its per-parameter breakdown. Aim for 8 or higher on the conversion you optimize for.
  • Google Ads: Conversions, pick the action, and read the Enhanced Conversions or import diagnostics.
  • TikTok: Events Manager, Events API, matched rate per event.

To raise a low score: capture the click ID on every landing page, collect phone as well as email on the form, and let the CRM event carry both. The post How to improve your Facebook Event Match Quality to 8+ walks through each parameter.