Validating event quality

Event quality is the difference between routing that merely runs and routing that improves downstream optimization. Validation should happen before launch, after major storefront changes, and after connector updates.

What to review

• Event ID stability for browser/server deduplication
• Email and phone hashing before storage or dispatch where required
• External ID consistency for known users
• Click ID persistence from landing page through checkout and purchase
• Order value, currency, item payload, and transaction ID consistency
• IP and user agent presence for server-side events where allowed
• Latency, retry, and delivery health indicators

Platform-specific checks

Meta needs event_name, event_time, event_id, action_source, event_source_url, user_data, and custom_data. Google needs conversion action, transaction ID, value, currency, gclid where available, and enhanced conversion identifiers. TikTok needs event name, event ID, timestamp, context, user identifiers, and properties.

When to re-check

• After connector reinstallation
• After checkout changes or consent banner changes
• After destination credential rotation
• After adding a new destination
• After moving a store to a different domain or currency