Event Coverage: Percentage of Events with Valid Match Keys

Event Coverage measures the percentage of your events that include at least one valid customer identifier (email, phone, etc.) that Meta can use for matching.

Formula

Event Coverage = Events with Valid Match Keys ÷ Total Events × 100

Formula Components

Metric	Definition
Events with Valid Match Keys	Count of events containing at least one valid customer identifier
Total Events	Total events sent to Meta during the period

Metadata
Type	Percentage
Data Source	Meta Ads
Aggregation	Average

Metric	Value
Events with Match Keys	8,500
Total Events	10,000
Event Coverage	85.0%

Metric

Value

Events with Match Keys

8,500

Total Events

10,000

Event Coverage

85.0%

How It Works

Meta evaluates each event you send via the Conversions API to determine if it contains usable customer identifiers. Events with valid identifiers (properly hashed emails, phone numbers, or external IDs) count toward coverage. Higher coverage means more events can be matched to Facebook users for attribution.

When to Use

Scenario	Action
Event coverage below 80%	Add more customer identifiers to your event payloads
EMQ score isn’t improving	Check if coverage is the limiting factor before addressing match keys
Setting up new event types	Monitor coverage to ensure identifiers are being captured
Comparing pixel vs. server events	Identify which channel captures more customer data

Metric	Relationship
EMQ Score	Overall quality score that event coverage contributes to
Match Key Coverage	Breakdown of coverage by specific identifier type

Metric

Relationship

EMQ Score

Overall quality score that event coverage contributes to

Match Key Coverage

Breakdown of coverage by specific identifier type

METRICS

Event Coverage: Percentage of Events with Valid Match Keys

Formula

Formula Components

Example

How It Works

When to Use

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics