What do the Meta numbers under Activity & health mean?

How to read match quality, browser and server events, coverage, recovered purchases and errors that Meta reports for your dataset in Events Manager.

Where to find it

Open Events Manager and click Meta Conversions API. Activity & health sits under Configuration as soon as a dataset is saved, even while Meta CAPI is still off. Its subtitle says it shows what Meta has received from your browser tracking and from TrueROAS, and that it is read-only.

From top to bottom it holds:

1. Four cards with Meta's main figures.
2. Potential Server Tracking Impact, when Meta reports purchases for your dataset.
3. Warnings, when Meta's figures look like double counting.
4. Event Volume & Quality Trends.
5. Event Quality.
6. Error Monitoring (7 Days).
7. Event Details.
8. Debug Information.

Every figure comes from Meta, except the error list, which comes from TrueROAS.

The four cards

A dash means Meta returned no count. N/A means Meta returned no coverage.

Refresh above the cards loads the match quality and coverage figures in the cards again. To load every part of this section again, reload the page.

Where a match quality score or a coverage percentage has a colour, it means:

Potential Server Tracking Impact

This card shows when Meta reports purchases for your dataset over the last 30 days and some of them came from a server. The label at the top right reads Purchases · last 30 days.

• Purchases recovered (missed by browser tracking): the purchases Meta received from a server minus the purchases it received from browsers, never below 0.
• Recovered revenue: a rough estimate. It does not use your real order values or your store currency, so rely on the purchase counts instead.
• Extra ad optimization: all server events minus all browser events over the same 30 days, never below 0. Its subtitle starts with missing events captured: these are extra events Meta can use to optimize your ads.
• When there are recovered purchases, a bar compares the purchases tracked by browser with the purchases recovered by server, with the recovered share of the two together in brackets.
• The line that starts with Purchases sent with full customer data shows how many purchases Meta received from a server, and the line under it compares that with 80% of the same number. The percentages on these two lines are fixed and not measured for your store.
• Recovery sources (industry estimates) splits the recovered purchases into 35% ad blockers, 40% Safari / ITP and 25% other browser limits. These are general industry figures, not measured for your store.

Warnings

The warnings compare Meta's browser and server events over the last 30 days.

• When Meta has both kinds of events and browser events are more than 1.3 times the server events, a warning says you probably have an extra Meta tracking code installed. It asks you to remove it to avoid duplicate tracking and inflated numbers.
• When there are more than 1,000 browser events and the server events are more than twice the browser events, Potential Duplicate CAPI Setup Detected says an old Conversions API setup may still be sending without deduplication, or Meta's browser tracking is not set up correctly.
• When Meta's answer holds no purchase figures, a Note: says so and points you to the Event Quality table.
• When TrueROAS cannot get event counts from Meta, No event data from Facebook Marketing API. shows.

What to do about duplicates is explained in How do I stop Meta or TikTok from counting my purchases twice?.

Event Volume & Quality Trends

• The subtitle reads Events Meta received each day, browser vs server volume, with match quality on top, or each hour when you look at the last 24 hours.
• The dropdown on the right picks Last 24 hours, Last 7 days, Last 14 days, Last 30 days or Last 90 days. It starts on Last 30 days and only changes this card.
• The row above the chart shows the total for the chosen event (All events to begin with), then browser, server and the share of browser events via server. Server events above the browser count are added as missing events captured.
• The share via server is the server events divided by the browser events, capped at 100%.
• When you pick one event, the row also shows its latest match quality with a word: Excellent, Good, Fair or Poor.

The chart stacks Browser events and Server events (CAPI) for each day. When you pick one event, Match quality (EMQ) is drawn as a line on a scale from 0 to 10. Hover over a bar to see Browser, Server, Total and, where there is one, Match quality.

Under the chart, Per-Event Volume & Quality (Click to view in chart above) has one tile per event. Each tile shows the event's total, its match quality and a bar for the share the server sent, labelled browser only, the number of extra events captured, or the share via server. Click a tile to show that event in the chart, and click it again to go back to all events.

The match quality line comes from a snapshot TrueROAS takes once a day while Meta CAPI is on, so days when Meta CAPI was off have no point. With Last 24 hours there is no line, only the latest score in the row above the chart. The card is hidden when Meta returns no events.

Event Quality

The table lists the events Meta has quality figures for, best match quality first. It only shows once an access token is saved in the Meta settings.

A dash means Meta has no figure for that column. The note under the table names Meta's Data Quality API as the source.

Click a row for details: a window shows Browser Events and Server Events (CAPI) for that event over the last 30 days, a bar comparing Browser and Server, and the event's Event Match Quality and CAPI Coverage.

Error Monitoring (7 Days)

This list holds the errors TrueROAS recorded for your store while sending events to Meta in the last 7 days, up to 500 of them, grouped by error.

• The top line shows how many errors happened in the past 24 hours, how many unique error types that is and the total for the past 7 days. Without errors in the past 24 hours it reads No errors in the past 24 hours with the 7-day total, and without any errors All clear with No errors detected in the past 7 days. Your CAPI is sending events successfully.
• Each row shows the error message, where it happened, Last seen with the date and time, a 24h count when it happened in the past 24 hours, and a Total count.
• Click a row to see Error stack and Recent occurrences (last 10), a table with Time, Message and Method. Rows with errors in the past 24 hours are open from the start.
• All clear only means TrueROAS recorded no errors in those 7 days, for example because Meta CAPI was off and nothing was sent.

Event Details

There is one row for each event Meta knows for your dataset, best match quality first. The first two rows are open from the start.

• Each row shows an icon in the colour of its score, the event's name and EMQ with the score out of 10. An event without a score shows Custom event or Not configured instead.
• Next to it, when Meta has them, are Coverage, Dedup and Lift. Dedup, and Deduplication inside the row, show the same Meta figure as Extra conversions in the Event Quality table.
• Lift, and Potential Lift inside the row, is Meta's estimate of the extra conversions you could get, with Meta's explanation under it.
• An open row shows Event Overview with EMQ Score, Deduplication, Avg Data Coverage and Potential Lift, and Data Point Analysis, a table with Data Point, Coverage, Lift and Status. Active means Meta receives that piece of customer data with the event. Missing means it does not, and hovering over it shows Meta's tip.
• An event other than PageView, ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, Search and Purchase is marked Custom event when Meta has no score for it. Opened, it shows a note that TrueROAS does not manage it and only sends standard Meta events from the server.
• One of those standard events without data from Meta shows Not configured. Opened, it shows CAPI not configured with This event is not being sent via Conversion API. Configure CAPI to improve tracking accuracy.
• When Meta knows no events at all, No event data available shows.

Debug Information

ACR Data and Raw Response show Meta's answer as it came in. You only need them when TrueROAS support asks for them.

When the numbers do not load

Grey placeholders show while TrueROAS waits for Meta. If Meta refuses the request, Could not load health data shows one of these reasons:

If no access token is saved yet, TrueROAS loads these figures with the Facebook login you use in TrueROAS instead. If neither is available, a message asks you to set up your Meta connection.

Good to know

• Nothing in this section changes your settings. It shows figures for the dataset saved for the whole store.
• Parts of this section load with the Facebook login of the person viewing it. If your Facebook login has no access to the dataset, those parts can stay empty for you even when they load for someone else on the store.
• These figures count the events Meta received. They are not the sales TrueROAS credits to each ad, so they will not match your Dashboard. See Why don't my TrueROAS numbers match Meta or Shopify?.
• The Events Manager Uplift card on the Dashboard is a separate estimate. See What do the cards on the Summary dashboard mean?.
• The Meta card in General Settings opens the same section. See What is Feed Ad Platforms True Data in General Settings?.
• On a phone, the cards and the event tiles show two per row and the chart is shorter.