Improve Facebook Event Match Quality

 What is Event Match Quality for Facebook Server-side tracking?

Facebook Event Match Quality is a score(10/10) that indicates how well your server events are matching Facebook user Account.

Why Need it?

Customer information parameters help Facebook match your events to a Facebook user account so they can attribute conversions to clicks on your ads.

 Customer information parameters that -

1. Facebook login ID

2. Email

3. Mobile number

4. IP address & user agent

5. fbp (browser ID)

6. fbc (click ID)

7. First name

8. Last name

Other data you can include to improve matching accuracy include - 

1. Date of birth

2. Gender

3. Address (city, state, postcode, country code)

4. Subscription ID

5. External ID

Pageview: Web

Parameter	Value
fbc	_fbc
fbp	_fbp
first_party_collection	true

Pageview: Server

Parameter	Value
x-fb-ck-fbc	_fbc
x-fb-ck-fbp	_fbp
first_party_collection	true

ViewContent: Web

Parameter	Value
fbc	_fbc
fbp	_fbp
first_party_collection	true

ViewContent: Server

Parameter	Value
x-fb-ck-fbc	_fbc
x-fb-ck-fbp	_fbp
first_party_collection	true

Add to cart: Web

Parameter	Value
fbc	_fbc
fbp	_fbp
first_party_collection	true

Add to cart: Server

Parameter	Value
x-fb-ck-fbc	_fbc
x-fb-ck-fbp	_fbp
first_party_collection	true

Checkout: Web

Parameter	Value
fbc	_fbc
fbp	_fbp
first_party_collection	true

Checkout: Server

Parameter	Value
x-fb-ck-fbc	_fbc
x-fb-ck-fbp	_fbp
first_party_collection	true

Purchase: Web

Parameter	Value
fbc	_fbc
fbp	_fbp
first_party_collection	true
client_ip_address
external_id	visitor id
client_user_agent

Purchase: Server

Parameter	Value
x-fb-ck-fbc	_fbc
x-fb-ck-fbp	_fbp
first_party_collection	true
user_data.email_address
user_data.address.first_name
user_data.address.last_name
user_data.phone_number
user_data.address.city
user_data.address.postal_code
user_data.address.country
client_ip_address
external_id
client_user_agent

Web Container: 

content_type -------    product

    content_name -------    products.0.name

    content_ids --------    products.0.id

    value --------------    products.0.price

    currency -----------    currency

    fbp ----------------    _fbp

    fbc ----------------    _fbc

    em -----------------    eventModel.user_data.email_add

    ph -----------------    eventModel.user_data.phone_number

    fn -----------------    eventModel.user_data.address.first_name

    ln -----------------    eventModel.user_data.address.last_name

    ct -----------------    eventModel.user_data.address.city

    st -----------------    eventModel.user_data.address.region

    country ------------    eventModel.user_data.address.country

    zp -----------------    eventModel.user_data.address.postal_code

    external_id --------    userId

Server Container: 

x-fb-ck-fbp ----------------    _fbp

    x-fb-ck-fbc ----------------    _fbc

    first_party_collection -----    true

Source: https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/customer-information-parameters 

https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/custom-data 

JavaScript Variable: For Germany Site

function() {

return ({{Transaction Total}}/100);

}