Data Quality Metrics: Monitor Event Match Quality and Tracking Health

Track data quality metrics in Upstack. View 16 metrics including EMQ Score, Event Coverage, and Match Key Coverage with formulas, examples, and best practices.

Data Quality metrics measure how well your tracking setup is performing—specifically Meta’s Event Match Quality (EMQ) scores that determine how accurately your conversion events match to Facebook users. Higher quality scores mean better ad targeting, more accurate attribution, and improved campaign performance.

Data Source: Upstack Pixel
Metrics in Category: 16

Subcategories

Subcategory	Metrics	Description
Event Match Quality	16	Meta’s EMQ scores, match key coverage, diagnostics, and deduplication metrics

When to Use

• Event Match Quality: When you need to monitor and improve your Meta Conversions API event matching, diagnose tracking issues, or optimize your customer identifier coverage for better attribution.

All Data Quality Metrics

Metric	Description
EMQ Score	Event Match Quality score from Meta (0-10 scale)
Event Coverage	Percentage of events with valid match keys
Event Coverage Goal	Target event coverage percentage from Meta
Diagnostics Count	Number of active diagnostic issues
Match Key Issues	Number of match keys with identified issues
ACR Percentage	Attributed Conversion Rate percentage
Coverage Potential ACR	Potential ACR improvement from event coverage
Event Potential ACR	Potential ACR improvement from event quality
Match Key Coverage	Coverage percentage for specific match keys
Expected EMQ Increase	Predicted EMQ score increase from fixes
Match Key Potential ACR	Potential ACR if match key is improved
Affected Events %	Percentage of events affected by issues
Affected Event Count	Number of events affected by issues
Browser Dedupe Coverage	Browser events with deduplication key
Server Dedupe Coverage	Server events with deduplication key
Overall Browser Coverage	Overall browser deduplication coverage