CAPI Match Rate

Definition

CAPI Match Rate: CAPI match rate (also called Event Match Quality) is the percentage of server-side Conversions API events Meta can tie back to a real Facebook user. It is a direct signal of how well Meta's algorithm can optimize your campaigns.

# CAPI Match Rate CAPI match rate — also called Event Match Quality in Meta's dashboard — is the share of server-side Conversions API events that Meta matches to a known Facebook user profile. Match rate is scored from 0 to 10 in the Events Manager and is a near-perfect proxy for how much signal Meta is actually receiving from your store. ## Why it matters A low match rate (below 6.0) means Meta is blind to a large share of your purchases. When Meta cannot match events to users, its auction bid machinery cannot attribute the conversion to the impression that caused it, which leads to worse optimization, higher CPAs, and inflated [pixel-to-CVD gap](/glossary/pixel-cvd-gap). High match rate (above 7.5) is one of the single highest-leverage fixes for underperforming Meta campaigns. ## How Admaxxer surfaces it Admaxxer monitors CAPI match rate daily in the [Attribution dashboard](/features/capi-match-rate) and alerts you when it drops more than 10% week-over-week. It also breaks match rate down by event (Purchase, InitiateCheckout, AddToCart) and by the customer parameters you are sending (email, phone, fbp, fbc, external_id), so you can see which parameter is missing or malformed. ## Example A brand with 80% email-hashed + 40% phone-hashed + fbp on 90% of events typically scores 7.5-8.5 on Purchase match rate. Adding hashed external_id and FBC (click ID) tends to push it past 9.0 and reliably drops CPA by 15-25% over the following two weeks.

Most related

Continue exploring the DTC ad-analytics vocabulary — every term in this glossary cross-links to the next.

Frequently Asked Questions

What is a good CAPI match rate?

Above 7.5 is healthy, above 8.5 is strong. Below 6.0 is a red flag that Meta cannot match most of your purchases and will optimize poorly.

How do I improve CAPI match rate?

Send hashed email, phone, and external_id on every event. Include fbp (browser cookie) and fbc (click ID) from the pixel. Deduplicate events between pixel and CAPI with event_id.

Why does Meta show a different match rate than my server?

Meta's match rate is scored after its own hashing and matching pipeline runs. Your server only knows what it sent. The number Meta reports in Events Manager is the one that drives optimization.

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