Match quality
With each event, Whence adds details that help the ad platform match it to a real person, such as a hashed email or the platform’s browser ID. The more often a detail is there, the more sales the platform can credit to your ads.
Where to see it
Step 1: Open Details
On the Conversions screen, click Details next to a platform.
Step 2: Open the matching section
Open How well Meta recognizes your buyers (1) (the name follows the platform). You see one bar per matching detail.
What the percentage means
Each bar is the share of the events sent to this pixel in the last 7 days that carried that detail. This is Whence’s own count, not a score from the platform. If nothing was sent in the last 7 days, the section says “Nothing sent in the last 7 days yet.”
The details are listed in the order that matters most for each platform:
| Platform | Details, most important first |
|---|---|
| Meta | Email, Phone, IP address, Browser, Meta browser ID (fbp), Meta ad click (fbc), Visitor ID, Address, Name |
| TikTok | Email, Phone, IP address, Browser, TikTok browser ID (ttp), TikTok ad click (ttclid), Visitor ID |
| Snapchat | Email, Phone, IP address, Browser, Snapchat browser ID (_scid), Snapchat ad click (ScCid), Visitor ID, Address, Name |
| Email, Phone, IP address, Browser, Pinterest ad click (epik), Visitor ID, Address, Name | |
| Email, Phone, IP address, Browser, Reddit browser ID (_rdt_uuid), Reddit ad click (rdt_cid), Visitor ID | |
| Microsoft | Email, Phone, IP address, Browser, Microsoft ad click (msclkid), Visitor ID |
| Google Ads | Google ad click (gclid), Email, Phone, Address, Name, Browser |
| Taboola | Taboola ad click (tblci) |
| Klaviyo | Email, Phone, Name, Address |
Email, phone and name are sent encrypted (hashed), never in plain text.
Where the details come from
- Purchases: the email from the order, and from the checkout the visitor’s browser, IP address, the platforms’ browser cookies and the ad click ID from the landing page. A purchase with no click ID can get the one from the visitor’s earlier ad click, within your attribution window.
- Other steps: what the browser reported, plus the email or phone the visitor typed on your store, when Whence captured it with their consent. See Identity capture.
The IP address and click IDs are only collected with marketing consent.
When an event has no detail at all
If an event carries nothing the platform can match, Whence does not send it. The pixel’s Recent activity shows Not sent: no key to match a person. Each sent event shows how many matching details it carried, for example “4 matching details sent”.
The platform’s own score
Only Meta can share a score with the key Whence uses to send events: its Event Match Quality. Whence reads it at most every 12 hours and shows it as given, for example “Meta rates the match: Purchase 7.4 of 10 (good)”. Whence labels 7 and above good, 5 to 7 fair, below 5 low.
Reading that score needs extra rights on your Meta access token (ads_read with ads_management, or business_management). A token generated for the Conversions API often lacks them. Whence then says so, for example “Meta did not share its own score: …”, and shows no made-up number. Snapchat publishes its score through another API with another token, so Whence does not read it.
Related: The funnel Whence sends, Connect Meta.