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Meta Ads tracking
The Conversions API, event match quality and deduplication for Facebook and Instagram ads. All posts
Meta Ads tracking · November 10, 2026 · 3 min read
How to improve Event Match Quality on Meta
Event Match Quality decides how many of your sales Meta can tie back to an ad. These are the parameters that feed it, how to normalise and hash them, and five changes that raise the score.
Meta Ads tracking · November 10, 2026 · 3 min read
Facebook Pixel and Conversions API: how event deduplication works
Sending every conversion from the browser and the server double-counts sales unless Meta can match the pair. Here is how event_id deduplication works and the mistakes that break it.