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.
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.
