Audit checks / M-TRK-02
Conversions API missing or weak match quality
Browsers block a growing share of pixel events. The Conversions API sends them from your server, and Event Match Quality scores how well Meta can tie them to a person. Both directly limit what delivery can learn.
- Fires when
- A firing pixel has no Conversions API events, or Event Match Quality under 6.0.
- What to do
- Instructions: set up the Conversions API and send more customer parameters.
- How the impact is estimated
- Not quantified: Meta attributes what it can match, and how much it misses is what the score estimates.
- Platform
- Meta
- Severity
- high
- Looks back
- 30 days
- Default thresholds (a workspace can change them)
- active_days: 30
- min_emq: 6
- Autopilot
- Never applied automatically.