Match Key Issues: Data Quality Problems in Customer Identifiers

The count of customer identifier fields (email, phone, etc.) that have data quality problems affecting Meta matching.

Formula

Match Key Issues = COUNT ( Match Keys with Identified Issues )

Metadata
Type	Number
Data Source	Meta Ads
Aggregation	Count

Example

Your pixel has 3 match key issues flagged by Meta this week:

Match Key	Issue	Impact
Email	Invalid format detected	High
Phone	Missing country codes	Medium
External ID	Inconsistent hashing	Low

How It Works

Meta analyzes each customer identifier field you send with conversion events and flags issues that reduce matching accuracy. Common problems include invalid email formats, phone numbers without country codes, unhashed data, or inconsistent formatting across events.

When to Use

Scenario	Action
Issue count increased	Review recent implementation changes to customer data capture
Persistent high count	Audit data validation before sending events to Meta
Count dropped to zero	Confirm fixes resolved issues; monitor for regressions
New issue appeared	Check the specific match key field for formatting or collection problems

Metric	Relationship
Diagnostics Count	Total diagnostic issues (Match Key Issues is a subset)
Match Key Coverage	Coverage percentage for each identifier type

See all EMQ metrics →

Diagnostics Count ACR Percentage

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​Formula

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Example

How It Works

When to Use

Related Metrics