About Match Quality Score
Match Quality Score (MQS) helps you assess the accuracy and reliability of your signal integrations and event transmissions. This score evaluates how effectively conversion events and customer match key parameters sent with Reddit Pixel and Conversions API (CAPI) match to redditors.
A higher MQS increases the likelihood of accurately matching events to redditors. We recommend using this score to enhance the quality of your Pixel and CAPI configurations.
You can view your MQS and recommendations for improvement in the Events Manager.
Key features
- More personalized ad delivery to redditors most likely to convert.
- Facilitates proper attribution of conversions to Reddit.
- Increased conversions while lowering cost per action (CPA).
Score calculation
Your MQS is calculated based on all Pixel and CAPI events sent to your ad account, accounting for coverage, validity, and match quality of customer match and deduplication keys. Scores are aggregated for all conversion event types and every event source. For example,
The main factors influencing your score include:
- Coverage: Percentage of events receiving customer match keys
- Validity: The integrity of the format and setup of parameters
- Match quality: How well are the parameters matched to a Reddit user
Interpreting your score
Your score can have one of the following classifications:
- Good: Your customer match keys are passing and credibly matching to redditors. No immediate action is required.
- Okay: There is room to improve the coverage, validity, and/or match quality of customer match keys and deduplication keys.
- Poor: There is an urgency to improve the coverage, validity, and/or match quality of customer match keys and deduplication keys.
This classification indicates how well the parameters you're sending match to redditors. Aim for a higher score to increase the likelihood of accurately matching customer events to redditors and lower the chance for issues with ad performance and attribution reporting.
Recommendations
You'll have an MQS for your overall setup and each match key. The scores for your match key can be different from your overall score. For example, your overall MQS can be Okay, but your IP Address can be Poor.
Review the score of each match key and improve setup if required.
General
- Don't send multiple requests for the same action or event instances to reduce spam.
- Ensure you're passing all your conversion events, especially those lower down the funnel like Purchase, Lead, and Sign Up events.
- Ensure you are passing a value for Purchase events
- Set a conversion ID and event name for all events shared with the Pixel and CAPI to reduce event duplication. Here's how to set that up.
Email
Email score is calculated only for Purchase, Lead, and Sign Up events.
Parameter type: Customer match key
| Coverage Issues | Check that email addresses are properly passed in all available events. |
|---|---|
| Validity Issues | Verify that email addresses are being properly formatted and hashed with SHA-256. |
| Match Quality Issues | Check that emails aren't hardcoded for Pixel or CAPI events. |
Click ID
| Coverage Issues | Check your events are passing a click ID whenever a user clicks on an ad on Reddit. |
|---|---|
| Validity Issues | Ensure your destination URLs are retaining a click ID. |
| Match Quality Issues | Follow the coverage and validity recommendations for this parameter. |
IP address
Parameter type: Customer match key
| Coverage Issues | Check that IPs are properly passed in all available events. |
|---|---|
| Match Quality Issues | Check that IPs aren't hardcoded for Pixel or CAPI events.
|
Conversion ID
Parameter type: Deduplication key
If you share the same conversion events with Pixel and CAPI, deduplication is necessary to ensure those events aren't double-counted. Ensure conversion IDs aren't hardcoded for Pixel or CAPI events and each event has a unique ID. Here's how to set it up.
Things to know
- It may take up to seven days for your score to reflect changes made to your integration.
- You must have sent at least 100 events in the last seven days for a score to populate.
- The MQS reflects deduplicated events from your ad account across the Reddit Pixel and CAPI over the past seven days. If you send conversion events with another account, check the score for that account separately.
Want to learn more about your score? Contact support or speak with your Reddit Ads expert.