What Is Event Match Quality? How EMQ Works
Meta’s Event Match Quality score reflects how well customer details match server events to accounts, helping readers find weak fields in their tracking setup.
Event Match Quality (EMQ) is Meta's 0-10 score for how well customer information sent through the Conversions API matches an event to a Meta account. The score currently covers web events, while app events, offline events, and conversion leads fall outside its scope.
How Event Match Quality is calculated
Meta bases EMQ on the customer details received, their quality, and the share of events matched to an account. Its Dataset Quality API documentation names these inputs.
Meta can compare an email, phone number, or external ID with its account data. IP address and user agent can help too. Normalize and hash an email in Meta's required format before sending it. Bad formatting can make the same field fail to match.
Open the affected event's Event matching details in Events Manager. Find fields with low coverage. Then compare their format and hashing with the customer fields in your Conversions API payload.
Meta keeps the exact weight of each parameter private. The API score updates in real time, although Events Manager may show a setup change later.
Why Event Match Quality matters
A low EMQ score means Meta can link fewer reported events to accounts with confidence. Meta says only matched and processed events can support ad reporting and delivery in its Conversions API playbook.
With fewer matched events, reports have gaps and ad delivery receives less account-linked data. Correct low-coverage fields in the Conversions API payload before you change campaign settings.
Use EMQ to spot missing or unusable customer fields. Judge campaign performance through cost and revenue because EMQ measures matching data.
Event Match Quality vs. conversion rate
Event Match Quality tracks matched accounts, while conversion rate tracks how often visitors complete the chosen action. Conversion rate divides completed actions by visits or sessions. EMQ depends on the customer details attached to server events.
A better checkout can raise purchase conversion rate while EMQ stays low. That happens when server events still carry too few useful identifiers. Tracking can also be complete when a weak page or offer produces a low conversion rate.
A low conversion rate and a low EMQ score call for different checks. Compare product-page-to-checkout and checkout-to-purchase completion for the first. Inspect the Conversions API payload for the second.
FAQ
Where do I find my store's Event Match Quality score?
Open Meta Events Manager, choose your data source and event, then open its Event matching details. The score and parameter coverage may appear only after Meta receives enough recent server events.
Can different events have different EMQ scores?
Each event can have a different EMQ score because it may carry different customer details and produce a different match rate. Review Purchase, AddToCart, and other events separately instead of treating one score as the dataset-wide result.
Can I improve Event Match Quality without a developer?
Shopify stores can improve data sharing through the Facebook and Instagram by Meta sales channel. Shopify's Enhanced and Maximum settings use the Conversions API. A custom setup or broken payload may still need a developer.
