> ## 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.

# Match Key Potential ACR: Conversion Rate Improvement Opportunity

> See how much your attributed conversion rate could improve by fixing a specific match key. Prioritize data quality fixes by potential ACR gain.

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

## Formula

<Info>
  **Match Key Potential ACR** = Estimated [**ACR Percentage**](/reference/metrics/data-quality/emq/acr-percentage) gain from improving coverage or quality of a specific match key (email, phone, etc.)
</Info>

### Formula Components

| Metric                                                                           | Definition                                              |
| -------------------------------------------------------------------------------- | ------------------------------------------------------- |
| [**Match Key Coverage**](/reference/metrics/data-quality/emq/match-key-coverage) | Current coverage percentage for the specific identifier |
| [**ACR Percentage**](/reference/metrics/data-quality/emq/acr-percentage)         | Current attributed conversion rate to improve           |

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

***

## Related Metrics

| Metric                                                                       | Relationship                                                      |
| ---------------------------------------------------------------------------- | ----------------------------------------------------------------- |
| [ACR Percentage](/reference/metrics/data-quality/emq/acr-percentage)         | Your current attributed conversion rate this metric could improve |
| [Match Key Coverage](/reference/metrics/data-quality/emq/match-key-coverage) | Coverage level that affects this potential gain                   |
| [EMQ Score](/reference/metrics/data-quality/emq/emq-score)                   | Overall quality score affected by match key improvements          |

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