Event Match Quality (EMQ)
Event Match Quality (EMQ) explained — Meta's score for how well your event data matches users. Higher EMQ means better optimization in 2026.
Updated July 2026.
A Meta diagnostic (scored ~1-10) that rates how much customer information your events send — email, phone, name, IP — to match conversions back to people.
Benchmark range
Target 6+; 8–9 is great. Sending more hashed customer parameters (email, phone, external ID) raises the score and improves matching.
Why it matters
Higher EMQ means more conversions correctly attributed and better data for Meta's bidding. Low EMQ wastes signal and weakens optimization.
2026 update
Verified current as of July 2026 — Meta’s EMQ guidance is unchanged. As signal loss deepened through 2026, EMQ became a front-line lever — the Andromeda delivery engine rewards accounts that pass rich, well-matched event data via the Conversions API. Auditing and improving EMQ is now a standard part of a healthy Meta setup.
Where it applies
- Meta Ads