Definition
Event Match Quality (EMQ) is a score from 0 to 10 that Meta gives each event, showing how well its customer information can be matched to people on Meta.
In practice
EMQ rises when events include more, and more reliable, customer parameters: hashed email and phone, first and last name, external ID, and the fbp and fbc browser identifiers.
Better matching means more conversions are attributed and optimization has more signal, which usually shows up as steadier cost per result.
Parameters must be normalized and hashed correctly, except identifiers such as fbp and fbc, which are sent unhashed.
Learn more: Meta Conversions API setup.
Related terms
- Conversions API (CAPI)The Conversions API (CAPI) is Meta’s server-to-server way to send website and offline events, such as Purchase or Lead, directly from your server to Meta.
- Event deduplicationEvent deduplication is how an ad platform recognizes that a browser event and a server event describe the same action, so the conversion is counted once.
- Enhanced conversionsEnhanced conversions is a Google Ads feature that sends hashed first-party customer data, such as email or phone, along with a conversion so Google can match it to signed-in users.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how Event Match Quality is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.