> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Coverage Potential ACR: Conversion Rate Improvement Opportunity

> Measure how much your attributed conversion rate could improve by increasing event coverage to Meta's recommended goal.

<Tip>
  Coverage Potential ACR shows how much your attributed conversion rate could improve if you increase event coverage to the recommended goal.
</Tip>

## Formula

<Info>
  **Coverage Potential ACR** = **Coverage Gap** × **ACR Improvement Factor**
</Info>

### Formula Components

| Metric                     | Definition                                                                                                                                            |
| -------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Coverage Gap**           | [Event Coverage Goal](/reference/metrics/data-quality/emq/event-coverage-goal) − [Event Coverage](/reference/metrics/data-quality/emq/event-coverage) |
| **ACR Improvement Factor** | Meta's estimated conversion rate gain per coverage percentage point                                                                                   |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Percentage                        |
| **Data Source** | [Meta Ads](/sources/facebook-ads) |
| **Aggregation** | Average                           |

***

## Example

Your store currently has **72% event coverage** but Meta recommends **95%** for optimal matching. Coverage Potential ACR shows **+4.8%**.

| Current State          | Value | Impact                    |
| ---------------------- | ----- | ------------------------- |
| Event Coverage         | 72%   | Below goal                |
| Coverage Goal          | 95%   | Meta recommended          |
| Coverage Potential ACR | +4.8% | Potential ACR improvement |

***

## How It Works

Meta calculates how much additional conversion attribution you could gain by closing the gap between your current event coverage and the recommended goal. This improvement comes from more events having valid customer identifiers that Meta can match to ad interactions.

***

## When to Use

| Scenario                            | Action                                              |
| ----------------------------------- | --------------------------------------------------- |
| Prioritizing EMQ improvements       | Focus on coverage if potential ACR gain is high     |
| Comparing improvement opportunities | Weigh coverage gains against match key fixes        |
| Building the business case          | Quantify revenue impact of better event coverage    |
| Tracking progress                   | Monitor potential ACR decrease as coverage improves |

***

## Related Metrics

| Metric                                                                         | Relationship                                          |
| ------------------------------------------------------------------------------ | ----------------------------------------------------- |
| [ACR Percentage](/reference/metrics/data-quality/emq/acr-percentage)           | Current attributed conversion rate this could improve |
| [Event Coverage](/reference/metrics/data-quality/emq/event-coverage)           | Current coverage percentage to increase               |
| [Event Coverage Goal](/reference/metrics/data-quality/emq/event-coverage-goal) | Target coverage to achieve full potential             |

[See all EMQ metrics →](/reference/metrics/data-quality/emq)