Meta unveils Event Coverage stats for advertisers
Meta introduces statistics for Conversions API users, allowing advertisers to view and compare browser and server event data.
Anu Adegbola on July 15, 2024 at 10:25 am | Reading time: 1 minute
Meta rolled out a new feature for advertisers using its Conversions API, offering insights into event data transmission.
Why we care. This tool provides advertisers with a clearer picture of how their data is being captured and sent to Meta, potentially improving ad targeting and performance measurement.
The details:
- The “Event Coverage” feature shows the total count of browser and server events sent to Meta.
- It’s accessible through the Events Manager in Meta Business Manager.
Best practices:
- Use both sources: Meta recommends sending events from both the browser Pixel and Conversions API.
- Compare counts: Server events should equal or exceed browser events.
How to access:
- Open Events Manager in Meta Business Manager
- Navigate to events “Overview”
- Choose a specific event
- Click “View details”
- Select “Event coverage”
First seen. We came across this update on Bram Van der Hallen’s LinkedIn:
What to watch. How advertisers will use this new information to optimize their campaigns and data collection strategies.
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