Objective

This guide explains how to troubleshoot and resolve MISSING_MATCH_KEY errors when data fails to flow through to the Amazon Conversions API destination. 

Often, customers report that their data overview shows events as successfully delivered, but no data appears on Amazon's end. This typically occurs because Amazon strictly requires certain identifiers (like an email address, phone number, or name) to match an event to a user. If an event is entirely anonymous, the API will reject the payload outright. This article provides steps to identify this error and use an Insert Function to properly format or filter payloads before they reach Amazon.

Product

Twilio Segment

Environment

Segment Console

User Account Permission/Role(s) Required 

Workspace Owner

Procedure 

Step 1: Identify the Error in Your Destination Delivery Metrics

1. Log in to the Segment workspace and navigate to Connections > Destinations.
2. Select your Amazon Conversions API destination.
3. Click on the Event Delivery tab to view your recent delivery metrics.
4. Review the error logs for the past 7 days to check for MISSING_MATCH_KEY failures. If you see this error, it confirms that Amazon is rejecting the events because they lack the required user identifiers.

Step 2: Create a Destination Insert Function to Modify Events

To prevent these errors, you can deploy a Destination Insert Function. This sits between your Segment pipeline and the destination, allowing you to run custom JavaScript to intercept and modify events.

Additional Information 

• For a complete list of accepted user identifiers, review the Segment documentation. 
• To learn more about intercepting and modifying data, see the Functions documentation.