Low Meta event match quality

Meta rates the customer information sent with purchases as low quality.

Why it matters

Lower match quality means fewer purchases attributed to ads and weaker optimization.

How to fix it

1. In Events Manager, open Purchase → Event match quality to see which customer parameters are missing.
2. Send hashed email and phone, plus the fbp and fbc browser identifiers, with server events, where your privacy notice and consent allow it.
3. Keep the fbc value from the landing page click id (fbclid); losing it on redirects lowers match quality (see Ad link checker).

Background reading

• Meta shows fewer purchases than Shopify: read the gap before you cut ads

After a fix, TagGap confirms it on the next comparison run. Questions: support@taggap.com.