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Facebook introduces Event Match Quality – Here’s everything you need to know

July 8, 2020   |
   Arjun Krisna

Before diving into Event Match Quality, let’s start with the question, What is an event?

An “Event” is simply a specified action that a visitor performs across all your digital channels such as website, live chat, email marketing tool etc. Some common examples of user events include form submissions, case study downloads, email opens and more. 

For years, marketers have been using popular event tracking tools to track user behaviour on their website to understand visitor engagement and also use this data to trigger relevant follow-up workflows. 

With platform advancements, marketers now have also been able to receive event data not just from their website but also from other cloud apps in their martech stack. 

Common examples of events received from cloud app sources include, 

a. Tracking which lead stage a user is in from Freshsales CRM (lead_stage_update)

b. If the lead has set up a demo with a sales rep from a meeting scheduler app like Calendly (meeting_booked)

c. If the lead has clicked on a particular link from Mailchimp (email_clicked) and so on.

Combining user events across multiple sources not only unifies your martech stack but also helps in creating the golden record of your customer data in one place – something that a Customer Data Platform will help you achieve.

Here’s how you can connect any cloud app & receive event data without writing any code using CustomerLabs CDP,

This unified customer data can now be synced with Facebook using server-side API to deliver even more personalized ads on where they are in the buyer’s journey using a CDP.  

This brings us to the next question, How effective will this data be?

Facebook has answered this question by introducing Event Match Quality.

What is Event Match Quality

Event Match Quality indicates how effective is the customer information sent from your server is at matching event instances to a Facebook account. High-quality event matching may improve ads attribution and performance. 

How is it calculated

Event Match Quality is calculated by looking at 

a. which customer information parameters are received from your server

b. the quality of the information received 

c. the percent of event instances that are matched to a Facebook account.

How it works

Event Match Quality is used to assess whether you’re sending the right customer information to match your events to a Facebook account and whether you’ve set up your customer information parameters correctly. 

Customer information parameters help you match your events to a Facebook account so you can attribute conversions to your ads and deliver them to people who are most likely to make a conversion. 

You’ll be able to view event match quality by logging into your Facebook Business Manager > Events Manager > Choose Pixel

How CustomerLabs CDP syncs server-side events with Facebook

Once you’ve successfully received event data from your cloud apps, add Facebook as a Destination in the CDP. You will now be able to view the entire list of events tracked. 

Choose the events that you want to send to Facebook with the flip of a switch. 

You can access the event data on Facebook with all the event, user & account attributes under parameters. 

Building custom audiences with server-side events

To build targeted user lists on Facebook, go to Audiences > Create Audience > Custom Audience > Website

Now build your audience by choosing relevant events & hit Create Audience. 

Use cases

The created custom audience list can be used to,

  1. Bring in high-quality leads by creating lookalikes of your sales-ready leads. View playbook
  1. Reduce wasted ad spend by creating an audience with all your junk leads and using them as a suppression list. View playbook
  1. Re-engage cold prospects with highly personalized retargeting messages 
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