This was not the first or the last time we inherited a Google Tag Manager container that was set up with a base analytics tag and a base Facebook pixel.
Conversion event match quality scores were below 6, which is considered poor. We found a duplicate tag hard-coded on the site, and added proprietary user identifiers and hashed user information to the pixel payload when consented and available.
With Tealium EventStream synchronizing this data on the server-side, lead event match quality has been stable at 9.3
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