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Match Key Coverage measures the percentage of events that include a specific customer identifier (email, phone, external ID, etc.).

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Formula

Match Key Coverage = Events with This Match Key ÷ Total Events × 100

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Formula Components

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Example

Your store sends 12,000 purchase events to Meta this month. Coverage varies significantly by identifier type.

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How It Works

Meta evaluates each match key type independently. Coverage is calculated per identifier—email coverage shows how many events have hashed emails, phone coverage shows phone numbers, etc. Higher coverage for high-quality identifiers (email, phone) improves your EMQ score more than browser-based identifiers alone.

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When to Use

See all EMQ metrics →