Meta match quality
Read Meta's own scoring of the events Mythic sends to the Conversions API, for every client at once, and find the clients that need attention.
Overview
The Meta match quality screen shows how well Meta can match the events Mythic sends it to Meta accounts, for every client with a Meta Conversions API destination. The scores come from Meta, not from Mythic. They are the same numbers you see in Events Manager.
Clients are listed worst first, so the ones that need work are at the top.
Where the numbers come from
Mythic reads Meta's scores every day at 07:00 UTC and keeps one snapshot per day. The table shows those snapshots for the window you pick (7, 14, 30 or 90 days).
Events Manager shows Meta's score right now, so it can differ from the morning snapshot. Click Refresh to read Meta again for every client and replace today's snapshot. Refresh can run once a minute.
Expand a client to see Meta's live read for each of its Meta destinations, with the score per event and a daily trend. The same panel is on the client's Destinations screen.
Read the table
| Column | What it shows |
|---|---|
| Client | Opens the client's Destinations screen |
| Dataset | The Meta dataset (pixel) the events go to |
| Status | The client's worst finding, see below |
| Worst match quality | The lowest event score, and which event it is |
| Findings | Critical findings, warnings, and events that were only test fires |
| Captured | The day of the snapshot shown |
| Status | Meaning |
|---|---|
| Critical | An event scores under 4.0, or events reach Meta without a dedupe key |
| Warning | An event scores under 6.0, IP coverage is low, or server events are behind Meta's coverage goal |
| Never read | No snapshot in the window. Usually the client has no Meta destination, or its token lacks the Dataset Quality permission |
| Test only | Every scored event was a test fire |
| No data | Meta found the dataset but scored nothing, because it had no traffic in Meta's window |
| Healthy | Scored, above the thresholds, no findings |
Clients that were never read are hidden by default. Click Show never read to list them, then expand one to see why.
What the scores mean
- Match quality is Meta's 0 to 10 score for how often it can tie an event to a Meta account. Under 6.0 is a warning, under 4.0 is critical.
- Dedupe key coverage shows whether the browser pixel and the Conversions API send the same event ID, so Meta counts one conversion instead of two. Under 90% on either side means Meta counts some conversions twice.
- Match keys are the customer details Meta used to match, such as email, phone, IP address and click ID, with the share of events that carried each.
- Test fires are scored by Meta even when a test event code is set. An event whose deliveries were all tests is flagged and left out of the headline score, and stays in the event table with its real score.
- A blank value means Meta reported nothing, not zero. Meta leaves out dedupe numbers for datasets with too little paired traffic.
Improve a low score
Match quality goes up when events carry more customer details. Check the match keys for the low event in the expanded client. Common fixes are capturing email or phone on forms and keeping the click ID from ad links.
For developers
The screen reads GET /client/v1/agency/destinations/quality, and Refresh
calls POST /client/v1/agency/destinations/quality/refresh. Both are in the
Agency API.