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How to Use First-Party Data to Improve Event Match Quality & Reduce Ad Costs

By Shalini Vijayakumar

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On March 11, 2025

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In this blog

Two problems that you might be facing are high ad costs and poor Event Match quality. They both go hand in hand, and I believe this is not something you are unaware of. When Meta struggles to match your event data (like sign-ups, purchases, or form submissions) with the right user profiles, your cost-per-click (CPC) increases, conversion rates drop, and overall campaign performance declines.

Frequently Asked Questions (FAQs)

EMQ (Event Match Quality) measures how accurately your customer data (like email, phone number, etc.) matches with Meta's user database. A higher EMQ score means better attribution and improved ad performance.
- Go to Meta Events Manager → Select your Pixel → Click on Diagnostics. - Under Event Match Quality, you’ll find a score (Poor, Okay, Good, Great) for each event.
- Collect more first-party data (email, phone number, name, etc.) from your customers. - Ensure your Pixel or Conversion API (CAPI) is set up correctly. - Use CustomerLabs to maximize data collection and increase match rates. - Avoid missing essential event parameters during setup.
First-party data (1P data) provides accurate, consented information about your customers, enabling you to: - Deliver personalized ads. - Improve attribution accuracy. - Enhance retargeting and conversion tracking. - Maximize ROI from your marketing efforts.
Using the right data type ensures: - Higher accuracy in customer targeting. - Reduced ad spend waste. - Better personalization, driving higher conversion rates. - Improved tracking and reporting, ensuring more effective campaign optimization.
avatar image Shalini Vijayakumar

Seasoned content marketer, creating impactful content in a wide range of topics relating to Digital marketing, SEO, Food and Cosmetics industry and lately into SaaS technology. Optimizing brands amplify their online presence through strategic storytelling and technical precision. Additionally, has interest into drawing and occasionally poses as a motivational speaker.

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