> ## 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.

# Event Potential ACR: Conversion Rate Gains from Quality Fixes

> Measure how much your attributed conversion rate could improve by resolving event quality issues identified in Meta diagnostics.

<Tip>
  Event Potential ACR shows how much your attributed conversion rate could improve by resolving event quality issues identified in diagnostics.
</Tip>

## Formula

<Info>
  **Event Potential ACR** = **Quality Issues** × **ACR Improvement Factor**
</Info>

### Formula Components

| Metric                     | Definition                                                                                                                    |
| -------------------------- | ----------------------------------------------------------------------------------------------------------------------------- |
| **Quality Issues**         | Event setup issues flagged in [Diagnostics Count](/reference/metrics/data-quality/emq/diagnostics-count) that reduce matching |
| **ACR Improvement Factor** | Meta's estimated conversion rate gain from resolving each issue                                                               |

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

***

## Example

Your store has **3 active diagnostic issues** affecting event quality. Meta estimates an Event Potential ACR of **+2.35%**.

| Issue Type           | Affected Events | Potential ACR Impact |
| -------------------- | --------------- | -------------------- |
| Missing event\_id    | 12,450          | +1.2%                |
| Invalid phone format | 3,200           | +0.8%                |
| Missing user\_data   | 1,800           | +0.35%               |
| **Total**            | **17,450**      | **+2.35%**           |

***

## How It Works

Meta analyzes event quality issues from your Conversions API setup and estimates how much attributed conversion rate you're losing. Resolving these issues—such as fixing data formatting, adding missing parameters, or correcting event timing—enables better user matching and more accurate attribution.

***

## When to Use

| Scenario                      | Action                                                  |
| ----------------------------- | ------------------------------------------------------- |
| Prioritizing EMQ improvements | Focus on event quality if potential ACR gain is high    |
| Comparing fix opportunities   | Weigh event quality fixes against coverage improvements |
| Building the business case    | Quantify revenue impact of resolving diagnostic issues  |
| Tracking remediation progress | Monitor potential ACR decrease as issues are resolved   |

***

## Related Metrics

| Metric                                                                               | Relationship                                           |
| ------------------------------------------------------------------------------------ | ------------------------------------------------------ |
| [ACR Percentage](/reference/metrics/data-quality/emq/acr-percentage)                 | Current attributed conversion rate this could improve  |
| [Diagnostics Count](/reference/metrics/data-quality/emq/diagnostics-count)           | Number of issues contributing to potential improvement |
| [Coverage Potential ACR](/reference/metrics/data-quality/emq/coverage-potential-acr) | Alternative improvement path through event coverage    |

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