Match Key Potential ACR: Conversion Rate Improvement Opportunity

The potential improvement to your Attributed Conversion Rate if a specific match key is fixed.

Formula

Match Key Potential ACR = Estimated ACR Percentage gain from improving coverage or quality of a specific match key (email, phone, etc.)

Formula Components

Metric	Definition
Match Key Coverage	Current coverage percentage for the specific identifier
ACR Percentage	Current attributed conversion rate to improve

Metadata
Type	Percentage
Data Source	Meta Ads
Aggregation	Average

Example

Your store has a 2.4% potential ACR gain from fixing the phone match key:

Match Key	Current Coverage	Potential ACR Gain
Email	92%	0.3%
Phone	45%	2.4%
External ID	78%	0.8%
First Name	88%	0.2%

Improving phone coverage would have the highest impact on your attributed conversion rate.

How It Works

Meta estimates how much your Attributed Conversion Rate would improve if you increase coverage or fix quality issues for each match key. This helps you prioritize which customer identifiers to focus on first for maximum attribution improvement.

When to Use

Scenario	Action
Prioritizing data quality fixes	Focus on match keys with highest potential ACR gain
Low attributed conversions	Identify which match keys are limiting attribution
Planning pixel improvements	Target specific identifiers for better coverage
Comparing fix impact	Evaluate ROI of different data collection efforts

Metric	Relationship
ACR Percentage	Your current attributed conversion rate this metric could improve
Match Key Coverage	Coverage level that affects this potential gain
EMQ Score	Overall quality score affected by match key improvements

See all EMQ metrics →

Expected EMQ Increase Affected Events %

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics