![]() Here’s how Facebook has now defined the event match quality ratings: In short, Event match quality rates the quality of customer information you share with Facebook. These parameters indicate the effectiveness of customer information parameters you’ve sent to Facebook in comparison to the other advertisers in the same region. Now, Facebook has changed the event match quality rating into the following four parameters Great, Good, Okay, and Poor. The event match quality has previously been evaluated using a 10-point scale. You’ll be able to view event match quality by logging into your Facebook Business Manager > Events Manager > Choose Pixel How It WorksĮvent 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.Ĭustomer 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. the percent of event instances that are matched to a Facebook account. the quality of the information receivedĬ. which customer information parameters are received from your serverī. These are some of the major factors that led to the decline in event match quality ratings How Event Match Quality Is CalculatedĮvent Match Quality is calculated by looking atĪ. In addition to iOS’14, browsers like Google have announced the phasing out of third-party cookies. This allowed them to link every single advertisement seen to a product bought. Prior to iOS 14.5, Facebook used to match your iPhone’s IDFA with your Facebook account in the good old days. Apps have to seek permission from Apple users to track hold of information. There is an option where users can opt out of third-party tracking. The Rise of Privacy & Its Implications On Event Match Quality:Īfter the iOS’14 update, Facebook cookies can no longer access information like before. In order to feed the model when a new anonymous user is first noticed, Facebook or any other platform gathers a variety of information about the person’s behavior. In a nutshell, it refers to assuming, based on statistical modeling, that a particular recognized user is an anonymous visitor. Matching with probability is a little more difficult. As a result, Facebook can quickly link the ad view and conversion to a particular user. Types of User Matching Techniques Used in General: Deterministic matchingĭeterministic matching is relatively straightforward because we are certain of the person’s identification. High-quality event matching may improve ad attribution and performance. ![]() What Is Event Match QualityĮvent Match Quality indicates how effective the customer information sent from your server is at matching event instances to a Facebook account. This brings us to the next question, How effective will this data be?įacebook has answered this question by introducing Event Match Quality. This unified customer data under cloud apps 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. 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. Some common examples of user events include form submissions, case study downloads, email opens, and more. Before diving into Event Match Quality, let’s start with the question, What is an event?Īn “Event” is simply a specified action that a visitor performs across all your digital channels such as website, live chat, email marketing tool, etc.
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