Definition
Event Match Quality (EMQ) is a score from 0 to 10 that measures how well Meta can match a conversion event to a user, based on the customer parameters you send (hashed email, phone, name, external ID and more).
Also called: Event Match Quality, EMQ, Match QualityMake events usable.
- 01 / Event
- Describe what happened with a stable name and relevant fields.
- 02 / Validation
- Validate value, currency, ID and consent before forwarding data.
- 03 / Use
- Use consistent data in reporting, segmentation and optimisation.
01Describe what happened with a stable name and relevant fields.
Why EMQ decides the payoff from your tracking
A server-side setup is only as good as the data it sends. The more matched parameters — hashed email, phone number, name, city, postcode, external ID (fbp/fbc), IP — the higher your EMQ, and the more of your real conversions Meta can attribute and learn from. An account that lifts EMQ from 4 to 8 sees measurably more conversions in-platform without anything changing in reality.
Better matching gives the algorithm a cleaner signal to optimise on, and that flows through to lower CPA and better scaling. EMQ is therefore one of the most concrete technical levers you have to lift performance without touching budget or creative.
Frequently asked questions
What's a good EMQ score?
Aim for 7 or above out of 10. You get there by sending as many matched customer parameters as possible via the Conversions API. Hashed email and phone carry the most weight, backed up by name, address and external IDs.
How do I raise my EMQ?
Send more matched parameters server-side (hashed email, phone, name, postcode, external ID) and ensure correct deduplication against the pixel. Better data quality at the point of collection lifts the score directly.
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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