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:

1. Use both sources: Meta recommends sending events from both the browser Pixel and Conversions API.
2. Compare counts: Server events should equal or exceed browser events.

How to access:

1. Open Events Manager in Meta Business Manager
2. Navigate to events “Overview”
3. Choose a specific event
4. Click “View details”
5. 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.