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Meta dataset quality

Meta scores how well it can match the events you send it to real Facebook and Instagram accounts. The Dataset quality tab on Settings → Meta reads that scoring back into Máximo so you don’t have to go looking for it in Meta Events Manager.

This tab only has data once your Meta Pixel is connected and sending Conversions API events, until then, it shows a note explaining that dataset quality is reported by Meta once CAPI is connected and sending events.

What the tab shows

Section titled “What the tab shows”
  • Event Match Quality (EMQ): Meta’s 0–10 score for how well it can match your events to people, averaged across your funnel with the range across events shown alongside it.
  • Coverage: the share of your browser Pixel events that are also arriving through the Conversions API, compared with Meta’s goal for your account.
  • Additional conversions (ACR): the extra conversions Meta credits to Conversions API events beyond what the Pixel alone captured.
  • Trend: each of the above compared with the prior day’s snapshot, so you can see whether a change you made helped.

Below the headline numbers, the tab breaks results down by funnel step, ViewContent, AddToCart, InitiateCheckout, Purchase: and, within each, by match-key group: identifiers that should be near 100% on every event (like fbp), identifiers you control through enhanced match (email, phone, name, address), and click-based identifiers that scale with how much traffic arrives from Meta ads.

Priority fixes

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The tab ranks concrete, actionable fixes at the top, in order of severity:

  • Pixel blocked: an always-on identifier (like fbp) is missing on a meaningful share of events, usually because of an ad blocker or a consent banner blocking the Pixel before it loads.
  • Meta’s own diagnostics: issues Meta’s Conversions API reports directly, with Meta’s own suggested fix.
  • Match-key opportunities: an enhanced-match identifier (like phone) is present on fewer events than it could be, with an estimate of the uplift from improving it where Meta provides one.
  • Below-goal coverage: your Conversions API coverage for an event is under Meta’s goal for your account.

How often it refreshes

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Máximo checks in with Meta once a day. The tab shows the most recent snapshot compared against the one before it, so a fix you make today is reflected the next time the data refreshes.

Improving a poor score

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  • Turn on Enhanced match if it’s off, so Máximo sends hashed customer identifiers with every event.
  • If an always-on identifier is missing on a large share of events, check whether a cookie consent banner or ad blocker is preventing the Pixel from loading, this is a technical issue, not a settings change.
  • Keep collecting contact details at checkout, coverage on enhanced-match identifiers should climb from browsing through to purchase, since anonymous top-of-funnel traffic is expected to have sparse identity data.

Next steps

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