Event Match Quality (EMQ)
Definition: Event Match Quality (EMQ) is a score out of 10 that Meta shows in Events Manager. It tells how effectively the customer information sent with a server event may match it to a Facebook or Meta account. The more correct data, such as e-mail, phone and IP address, the higher the score usually is.
EMQ does not measure sales or ad performance. It only measures whether Meta has enough to recognise the person behind the event.
Also called: EMQ, event match quality score
The demo has sample data; the login comes to your e-mail.
Why it matters for a shop
A purchase without customer data is almost anonymous to Meta. A purchase with a correct e-mail, phone and browser identifiers has a better chance of being matched to a person, and only matched events can be tied to an ad. A shop has this data in the order, so a server send has something to work with.
How Basketly handles it
- The purchase goes to Meta from the order, with e-mail and phone normalised and hashed.
- When the shop passes browser data, such as fbp and fbc after the buyer’s consent, it is added to the purchase.
- Purchases read from a shop API carry no browser data and go as system_generated.
- You read the EMQ score in Meta Events Manager; the panel shows whether a purchase was accepted, not a match score.
Sources
- Meta for Developers: Conversions API: https://developers.facebook.com/docs/marketing-api/conversions-api/ (read 2026-10-29)
- Meta for Developers: Conversions API best practices: https://developers.facebook.com/docs/marketing-api/conversions-api/best-practices (read 2026-10-29)
What Event Match Quality (EMQ) does not do
- There is no “good” EMQ for every shop: the score depends on the data you have about the buyer at all.
- A high EMQ does not mean an ad gets the credit for a purchase or that a campaign optimises better.
In Meta Events Manager, on a web event. Meta does not show it for offline, physical-store or app events without contacting a Meta representative.
Send more correct customer data: e-mail, phone, name, IP address and browser identifiers. Meta says extra parameters may raise the score; it promises nothing.
No. Unmatched events still count for basic measurement, but they cannot be used to credit a purchase to an ad.
See also
- Conversions API (CAPI)Sending events, such as purchases, to Meta from the shop’s server instead of the buyer’s browser.Read
- fbp and fbcTwo browser identifiers that help Meta tie a purchase to an ad click.Read
- Event ID and deduplicationA shared identifier that lets Meta count a purchase from the Pixel and the server once.Read
- Meta Conversions APIPaid shop orders sent to Meta from the server, through a queue that does not drop purchases, with a result for every delivery.Read
- Event Match Quality: What It Is and How to Improve It in Meta Events ManagerWhat Event Match Quality in Meta Events Manager measures, which customer parameters actually help matching, how to prepare them, and when EMQ does not appear at all.Read
- GDPR and the Meta Conversions API: Hashing, Lawful Basis and How Long to Keep Customer DataIs SHA-256 hashing enough to send customer data to Meta under GDPR? Who is controller and processor, lawful basis, the DPA and how long to keep customer data.Read
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