Improve Facebook Event Match Quality
What is Event Match Quality for Facebook Server-side tracking?
Facebook Event Match Quality is a score(10/10) that indicates how well your server events are matching Facebook user Account.
Why Need it?
Customer information parameters help Facebook match your events to a Facebook user account so they can attribute conversions to clicks on your ads.
Customer information parameters that –
- Facebook login ID
- Mobile number
- IP address & user agent(browser)
- fbp (browser ID)
- fbc (click ID)
- First name
- Last name
Other data you can include to improve matching accuracy include –
- Date of birth
- Gender
- Address (city, state, postcode, country code)
- Subscription ID
- External ID
Pageview: Web
| Parameter | Value |
| fbc | _fbc |
| fbp | _fbp |
| first_party_collection | true |
Pageview: Server
| Parameter | Value |
| x-fb-ck-fbc | _fbc |
| x-fb-ck-fbp | _fbp |
| first_party_collection | true |
ViewContent: Web
| Parameter | Value |
| fbc | _fbc |
| fbp | _fbp |
| first_party_collection | true |
ViewContent: Server
| Parameter | Value |
| x-fb-ck-fbc | _fbc |
| x-fb-ck-fbp | _fbp |
| first_party_collection | true |
Add to cart: Web
| Parameter | Value |
| fbc | _fbc |
| fbp | _fbp |
| first_party_collection | true |
Add to cart: Server
| Parameter | Value |
| x-fb-ck-fbc | _fbc |
| x-fb-ck-fbp | _fbp |
| first_party_collection | true |
Checkout: Web
| Parameter | Value |
| fbc | _fbc |
| fbp | _fbp |
| first_party_collection | true |
Checkout: Server
| Parameter | Value |
| x-fb-ck-fbc | _fbc |
| x-fb-ck-fbp | _fbp |
| first_party_collection | true |
Purchase: Web
| Parameter | Value |
| fbc | _fbc |
| fbp | _fbp |
| first_party_collection | true |
| client_ip_address | |
| external_id | visitor id |
| client_user_agent | |
Purchase: Server
| Parameter | Value |
| x-fb-ck-fbc | _fbc |
| x-fb-ck-fbp | _fbp |
| first_party_collection | true |
| user_data.email_address | |
| user_data.address.first_name | |
| user_data.address.last_name | |
| user_data.phone_number | |
| user_data.address.city | |
| user_data.address.postal_code | |
| user_data.address.country | |
| client_ip_address | |
| external_id | |
| client_user_agent |
Web Container:
content_type ——- product
content_name ——- products.0.name
content_ids ——– products.0.id
value ————– products.0.price
currency ———– currency
fbp —————- _fbp
fbc —————- _fbc
em —————– eventModel.user_data.email_add
ph —————– eventModel.user_data.phone_number
fn —————– eventModel.user_data.address.first_name
ln —————– eventModel.user_data.address.last_name
ct —————– eventModel.user_data.address.city
st —————– eventModel.user_data.address.region
country ———— eventModel.user_data.address.country
zp —————– eventModel.user_data.address.postal_code
external_id ——– userId
Server Container:
x-fb-ck-fbp —————- _fbp
x-fb-ck-fbc —————- _fbc
first_party_collection —– true
Source:
- https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/customer-information-parameters
- https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/custom-data
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JavaScript Variable: For Germany Site
function() {
return ({{Transaction Total}}/100);
}