How to increase Facebook event match quality score?

Implement a Data Layer:

Before diving into server-side (ss) or browser tracking, it’s essential to have a well-structured data layer in place. This ensures that your triggers, variables, and tags will function correctly even if there are changes to page URLs, element IDs, or CSS selectors.

Capture Comprehensive User Information:

Consider sending all available user information to the data layer. For instance, when a user logs in, you can create a data layer event containing their username, ID, and email. This practice improves event match quality by associating these user details with various events. Engage your developers to establish a data layer or utilize a CMS plugin for seamless data layer generation.

Validate Server Events:

To maintain high event match quality, it’s crucial to eliminate errors in the server events you transmit. Check for common Facebook Conversion API issues and follow recommended tips for resolution. You can identify errors by visiting the Events Manager and navigating to the diagnostics tab.

Safeguard User Data:

Consider a scenario where users subscribe to your newsletter. Rather than sending their email solely during subscription events, explore the option of storing user data in the browser. Utilize data tags to accomplish this task, allowing you to send user email data as long as it remains stored in the browser. Learn more about data tags and the usage of the store data tool for further insights.

Enrich User Data:

Elevate FB event match quality by enriching it with first-party user data. With the latest release of server Google Tag Manager (sGTM), it’s now possible to store and enhance user data using Firestore and Google Sheets. While the setup may appear intricate, it offers limitless potential for enhancing analytics data.

The concept behind enriching sGTM data using Firestore and Google Sheets is straightforward, assign a unique identifier to each user and record their data in Firestore or Google Sheets whenever pertinent events occur (e.g., purchase events). When needed, retrieve user data using this unique identifier, providing a more comprehensive and accurate view of user interactions.