Meta rolled out a new feature for advertisers using its Conversions API, offering insights into event data transmission.
Why we care. This tool provides advertisers with a clearer picture of how their data is being captured and sent to Meta, potentially improving ad targeting and performance measurement.
The details:
- The “Event Coverage” feature shows the total count of browser and server events sent to Meta.
- It’s accessible through the Events Manager in Meta Business Manager.
Best practices:
- Use both sources: Meta recommends sending events from both the browser Pixel and Conversions API.
- Compare counts: Server events should equal or exceed browser events.
How to access:
- Open Events Manager in Meta Business Manager
- Navigate to events “Overview”
- Choose a specific event
- Click “View details”
- Select “Event coverage”
First seen. We came across this update on Bram Van der Hallen’s LinkedIn:
What to watch. How advertisers will use this new information to optimize their campaigns and data collection strategies.
New on Search Engine Land
About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
