How the score works
Each answer scores 2 (yes), 1 (partly or not sure) or 0 (no). Questions are weighted by how much damage a gap does: conversion events and deduplication count three times; events firing on the right action, the Conversions API, domain verification and consent count twice; the rest count once. The score is the weighted total as a percentage of the maximum.
- 80% and above: solid foundation. Check event match quality and data freshness regularly.
- 50–79%: usable, but optimisation and reporting are probably being distorted.
- Below 50%: fix tracking before judging or scaling campaigns.
The weights are our judgement from auditing ad accounts, not an official Meta score. Meta’s own “Event Match Quality” rating in Events Manager is worth checking alongside this.
The parts of a healthy setup
- Pixel on every page, firing PageView, plus the events that matter (Lead, Purchase, etc.) on the right actions only.
- Conversions API sending the same events from your server or platform, so conversions are counted when browsers block the pixel.
- Deduplication: matching event names and event IDs from pixel and server, so each conversion counts once.
- Customer information parameters (hashed email, phone) sent with consent, to improve matching.
- Verified domain and prioritised events, and campaigns optimising for the event you actually care about.
- Consent handled properly for your region, so you are not collecting data you should not.
Read Meta Conversions API: do you need it? for a plain-English explanation.
Common symptoms of bad tracking
- Meta reports more purchases than your store recorded: usually duplicate events.
- Meta reports far fewer: missing server events, broken thank-you page, or consent blocking.
- Leads in Meta never match leads in your CRM: the Lead event fires on page load rather than on submission.