Event Match Quality
A Meta metric (scored 1-10) measuring how well your conversion data matches Facebook users.
Event Match Quality
A Meta metric (scored 1-10) measuring how well your conversion data matches Facebook users.
Why It Matters
EMQ determines how many of your conversions Meta can attribute to ad campaigns. Low EMQ means Meta can't match your customer data to Facebook profiles, so conversions appear unattributed and optimization suffers. Improving EMQ from 5 to 8 can increase attributed conversions by 30-50%.
Practical Example
Scenario
A brand has EMQ of 4.2 for Purchase events—only sending hashed email. They add phone number, first name, and last name to CAPI events.
Calculation
EMQ improves from 4.2 to 7.8. Attributed conversions increase from 150/day to 210/day.Result
40% more conversion data flows into optimization. Campaign performance improves as Meta can now learn from previously invisible purchases.
Pro Tips
- 1Include multiple customer identifiers: email, phone, first name, last name, city, state, zip, country
- 2Ensure proper SHA-256 hashing of all PII before sending—Meta rejects improperly formatted data
- 3Use the Events Manager to check EMQ per event type—Purchase typically has highest EMQ due to checkout data
- 4For low-EMQ events like PageView, you have less customer data—focus optimization on Purchase EMQ
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
ONE FREE AUDIT
Run your free Shopify audit.
50+ factors. Real fixes. Same framework we run for $10M brands.
Free · No credit card required
You'll talk directly to the people doing the work.
7.7x blended return at scale — seven figures attributed, across five straight quarters · Modern Prairie · Apr 2025–Jun 2026 Read the Modern Prairie case study
