Event Match Quality (EMQ) is a score Meta gives each of your Conversions API events to show how well the customer information you send can be matched to Meta accounts. Meta scores it from 0 to 10 for Conversions API website events, based on the last 48 hours. A higher score means Meta can connect more of your conversions to the people who saw your ads.
Why the score matters
Meta can only credit an ad with a conversion it can match to a person. The more identifying details an event carries, the more likely the match succeeds. More matched events means fuller reporting and more data for Meta's delivery to learn from. A low score isn't an error. It is a sign that you may be sending too little customer information with your events.
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Try for Free ($0 Trial)What goes into a match
Each server event can include customer information parameters, such as an email address, phone number or the browser identifiers Meta uses. Meta lists the parameters for each event in its documentation. The details that tend to help are:
| Detail | Why it helps |
|---|---|
| Email and phone number | Strong identifiers that Meta can compare against account data |
| Browser identifiers | Link a server event to the browser session that clicked the ad |
| Name and location fields | Add supporting detail when sent in the right format |
| IP address and user agent | Context from the visit, sent with the event |
Send what you legitimately collect and have permission to use. Check how your setup handles customer data and follow your privacy obligations.
How to check and raise your score
- Open your data source in Events Manager and find the Event Match Quality score for each key event.
- Begin with the events that matter most, usually Purchase or Lead, since a low score there costs you the most.
- Compare the parameters you send with the list Meta gives for that event.
- Add the ones you collect but don't send yet, for example the email from the checkout form.
- Check the format. A badly formatted phone number or email won't match.
- Recheck after a day or two, since the score covers a rolling 48 hours.
Common reasons a score stays low
- Few parameters. Events carry only an IP address and user agent.
- Missing checkout data. The email or phone is collected, but never passed to the server event.
- Browser identifiers not forwarded. The server event can't be tied to the click that started the visit.
- Guest orders. Shoppers who check out without an account give you less to send.
- A setup that skips the customer fields. Some integrations send them only when you switch the option on.
Example. A pet supply store sees a Purchase event scored low in Events Manager. Its server events carry only an IP address and user agent. The developer adds the customer's email and phone number from the checkout form, passes the browser identifiers through, and checks formatting. The score for Purchase rises over the next few days, and fewer orders go unmatched in reporting.
In Madgicx. Madgicx Cloud Tracking sends conversions to Meta from the server, so Meta sees and attributes more of them.
FAQ
What is a good Event Match Quality score?
Meta scores from 0 to 10, and higher is better. Meta doesn't set one cutoff for every business, so aim to raise your most valuable events first and track the trend.
Where do I find Event Match Quality?
In Events Manager, under the data source that receives your Conversions API events. The score is shown per event and reflects the last 48 hours.
Does Event Match Quality affect my ad costs?
A better score means more of your conversions can be matched to ads, so Meta can report and optimize on more complete data. What that does to your cost depends on the account, so treat the score as a data health check, not a cost lever.
Does the Pixel get an Event Match Quality score?
Meta's help page says the score applies to Conversions API website events. If you rely only on the Meta Pixel, you have no EMQ score to improve.
How is Event Match Quality related to deduplication?
They are separate checks. Deduplication stops one action being counted twice. Match quality is about linking an action to a person.
Related
- Related terms: Conversions API, Meta Pixel, Deduplication, Conversion tracking
- In depth: Event Match Quality
Sources
- Meta's help page on Event Match Quality, Meta Business Help Center
