Maximising Your Meta Event Match Quality Score
Event Match Quality (EMQ) determines how well Meta can match your events to Facebook users. A score above 7.0 significantly improves campaign performance.
Sarah Chen
Head of Performance · 2024-09-22
Event Match Quality (EMQ) is Meta's score for how well your conversion events can be matched to Facebook user profiles. Scores range from 0–10, and higher scores mean more accurate attribution and better algorithm optimisation.
What Affects EMQ?
Each parameter you include in your CAPI event contributes to EMQ. The most valuable are: - **Email** (hashed) — highest match rate - **Phone** (hashed) — very high match rate - **fbp/fbc** — Facebook browser/click cookies - **External ID** — your internal customer ID - **IP Address** — contributes to matching - **User Agent** — helps identify the device
Target Score
Aim for 7.0+ EMQ. Below 6.0, your attribution is significantly compromised.