Event match quality
Meta’s score, from 0 to 10, for how much identifying information each conversion event carries.
Every conversion event you send Meta arrives with some set of customer parameters attached: an email address, a phone number, a name, a postcode, a city, an external ID. Meta hashes them, tries to match them to a person it showed an ad to, and scores how well the event was equipped for that job. The score sits in Events Manager next to each event type.
Why it matters for HVAC
This is one of the few places where a home services advertiser starts ahead. Retailers often have nothing but a hashed email. A contractor takes a phone number on every enquiry, usually a first name, almost always a service postcode, and a callback address on any job that gets booked. That is a rich event by Meta’s standards, and it is sitting in the CRM already.
The reason to care is delivery rather than reporting. A poorly matched event still counts in your dashboard, but it teaches the auction less about who to find next, because Meta could not confidently tie it to a real person.
How it is measured
Events Manager shows the score per event type on a 0 to 10 scale, with a breakdown of which parameters are present and how often. Anything below about 6 usually means parameters are missing or badly formatted, and badly formatted is the more common cause: phone numbers stored without a country code, postcodes with inconsistent spacing, names carrying titles.
A worked example
A contractor sends lead events carrying phone number only and scores 4.8. Adding email where the form captured it, plus first name and postcode, moves it to 7.9. Nothing about the campaign, the creative or the budget changed. The same events simply arrived with enough on them for Meta to know who they were.
These figures are invented to show the arithmetic. They describe no real business.
The question to ask
Ask an agency what your event match quality is and what it is specifically on phone numbers. An agency that has never looked will not have an answer, and the answer takes about fifteen seconds to find if they have.
Where this is demonstrated
The Tracking and the Conversions API pillar scores every listed agency on what they document here, and gives you the questions that tell you which one you are being sold.