Event Match Quality (EMQ) measures how effectively Meta can match your website events to Facebook users.

Why It Matters

Higher match quality means:

  • Better conversion tracking accuracy
  • More data for optimisation
  • Improved audience building
  • Stronger campaign performance

How It Is Measured

EMQ scores range from "Poor" to "Great" based on how much customer information you pass with events (email, phone, name, etc.).

Improving Match Quality

  • Enable Advanced Matching in Pixel settings
  • Implement Conversions API with customer parameters
  • Ensure email/phone fields are captured on forms
  • Pass hashed customer data with events

Our Target

We aim for "Good" or "Great" EMQ scores for all conversion events.