Match Key Coverage measures the percentage of events that include a specific customer identifier (email, phone, external ID, etc.).
Match Key Coverage = Events with This Match Key ÷ Total Events × 100
| Metric | Definition |
|---|
| Events with This Match Key | Count of events containing the specific identifier type |
| Total Events | Total events sent to Meta during the period |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Meta Ads |
| Aggregation | Average |
Example
Your store sends 12,000 purchase events to Meta this month. Coverage varies significantly by identifier type.
| Match Key | Events Present | Coverage |
|---|
| Email | 10,800 | 90.0% |
| Phone | 4,200 | 35.0% |
| External ID | 11,400 | 95.0% |
| FBP Cookie | 12,000 | 100.0% |
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.
When to Use
| Scenario | Action |
|---|
| Email coverage below 80% | Audit checkout and account flows to capture more emails |
| Phone coverage below 30% | Add optional phone field to checkout or offer SMS signup |
| External ID coverage low | Ensure logged-in users have IDs passed in all events |
| Single key has zero coverage | Check if that identifier type is being hashed and sent correctly |
| Metric | Relationship |
|---|
| EMQ Score | Overall quality score improved by higher match key coverage |
| Event Coverage | Shows overall percentage of events with any match key |
