Meta is rolling out Event Coverage. This provides more insight into whether you’re following best practices with your server and browser events.
Here’s what you need to know…
What It Is
Within Events Manager, go to Data Sources. Within the Overview screen, expand one of your events and click View Details.
You may see a new option for Event Coverage.
It reads:
Your event coverage includes the total number of browser and server events sent to Meta. When using both pixel and Conversions API, the total number of server events should be equal to or higher than the total number of browser events.
You need to be sending server events from the Conversions API to get any meaningful data here.
This is pretty simple. Meta wants us to send as many or more server events than browser events for each individual event. When you do, you’ll meet best practices.
Meeting Best Practices
As long as you send at least as many server events as browser events, you’ll get the message that you meet best practices.
When you don’t, Meta provides some resources to troubleshoot.
Here are the troubleshooting steps…
Otherwise, Meta provides links to the following resources:
- About deduplication for Meta Pixel and Conversions API events
- Handling Duplicate Pixel and Conversions API Events
Know When It’s a Problem
In the case that didn’t meet best practices, the two were extremely close. It was a high volume of events, so the percentage difference was extremely low. My guess is that it’s a temporary blip (maybe a delay for server events) that will correct itself since these events are sent the same way as all of my others.
Like any of these messages from Meta, make sure it actually is a problem before doing anything.
