About Match Quality Score (option 2)
Match quality score v2 (beta)
Match quality score v2 is in beta, so you might not have access yet. Reach out to a Reddit Ads expert for more details.
Your match quality score helps you assess the accuracy and reliability of your conversion event based on passed match keys. You can view the deduplicated overall score as well as the one for each integration source.
You can view your score 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
The quality of each match key is rated on three factors:
- Coverage: The percentage of events where this parameter was included.
- Weight: The potential that the value passed for this parameter reliably matches the correct user.
- Quality adjustment: A multiplier based on the total number of events where the value for this parameter is unique and reliably matches a user.
Based on those factors, the parameter will be given a rating:
- Good: This match key is passing and credibly matching to redditors. No immediate action required.
- Poor: There is room to improve. Check that the match key is passing a value unique to the user.
A score from 0-10 will be calculated for your event type based on your match key ratings. A higher score increases the likelihood of accurately matching events to redditors. and lowers the chance of issues with ad performance and attribution reporting.
We recommend using this score to enhance the quality of your Reddit Pixel and Conversions API (CAPI) configurations.
Troubleshooting
Need help with troubleshooting? Reach out to one of your developers for help.
| Issue | Fix |
|---|---|
| Implement Conversions API | Conversions API (CAPI) events aren’t being received. We recommend setting this up for more resilient signals and stronger campaign performance. Learn how to set up CAPI. |
| Send UUID through CAPI | No events are sending unique user identifiers (UUIDs). Set up CAPI to pass this value. |
| Set up lower funnel events | Some recommended events are missing in your integration. We recommend checking that you’re passing Purchase, Lead, and Sign Up events to measure high-intent users. |
Coverage
| Issue | Fix |
|---|---|
| Low email coverage | Not all events are passing an email address. Check that this parameter is being sent for this event type. If you have the Pixel set up, turn on auto-advanced matching. |
| Low phone number coverage | Not all events are passing back a phone number. Check that this parameter is being sent for this event type. If you have the Pixel set up, turn on auto-advanced matching. |
| Low IP address coverage | Not all events are passing back an IP address. Check that this parameter is correctly formatted and being sent for this event type. Example: 192.168.0.1 |
| Low click ID coverage | Not all events are passing a click ID. Check that this parameter is being sent for this event type. Depending on your integrations:
|
| Low external ID coverage | Not all events are passing an external ID. Check that this parameter is being sent for this event type. |
| Low user-agent or screen dimensions coverage | Not all events are passing user-agent and screen dimensions. Check that these parameters are being sent for this event type. |
Quality
| Issue | Fix |
|---|---|
| Low email quality | Received email addresses aren’t in the proper format. If sending pre-hashed, format and hash with SHA-256. Examples:
|
| Low phone number quality | Received phone numbers aren’t in the proper format. If sending pre-hashed, format and hash with SHA-256. Examples:
|
| Low IP address quality | Received IP addresses aren’t in the proper format. Check that this parameter isn’t hard-coded. Example: 192.168.0.1 |
| Low external ID quality | Received external IDs aren’t in the proper format. If sending pre-hashed, format and hash with SHA-256. Examples:
|
Things to know
- Send as many high-quality signals as possible. Passing as many unique values related to a user makes it easier to match to them. We recommend sending external ID, email address, IP address, and phone number when possible.
- Check that correct values are being passed. Sending incorrect values may affect a match key’s weight. Learn how to use event diagnostics or the Pixel Helper to test your integration.
- Pre-hashed parameters should be properly formatted and hashed with SHA-256.
- Click ID should persist and be retained.
- IP addresses should represent client IPs, and server IPs.
- Score calculation may take time. It may take up to six hours before all events are reflected in the Events Manager. You must send at least 100 events in the last seven events for a score to populate.
Want to learn more about your score? Contact support or speak with your Reddit Ads expert.
Match quality score v1
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 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.