Event Match Quality (EMQ) is Meta’s 0 to 10 score, shown in Events Manager, for how well the customer information sent with your events can be matched to Meta accounts. Higher scores mean Meta can attribute more conversions and optimise delivery better.
What raises EMQ
Send more (correctly formatted) customer information with each server event:
- Hashed email, phone, first and last name (SHA-256, normalised first)
fbpandfbcbrowser/click IDs- Client IP address and user agent
- Your own
external_id
Where to check it
Events Manager → your data source → each event shows its Event Match Quality.
Full guide: Meta Conversions API & Event Match Quality.
Related: Read the full guide → · All glossary terms →