Meta's algorithm is only as good as the data you feed it. Low match rate means Meta can't attribute conversions, can't optimize bidding, and spends your budget poorly.
Match rate minimums
- →Below 50%: Meta can't meaningfully optimize
- →50-70%: Baseline acceptable
- →70%+: Where real algorithm gains show up
- →85%+: Enterprise-grade setup
The checklist
Server-side events via GTMServer or Stape. All seven recommended customer data fields sent. Deduplication via event_id. First-party dataenrichment (email + phone when available). Event Match Quality scoremonitored weekly.
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