Jan 6, 2026
Event Match Quality
EMQ
A 1-10 score measuring how well your conversion data matches to Meta user profiles. Higher scores mean better targeting and attribution accuracy.
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Formula:
Meta's match rate score (1-10)
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Benchmarks
7-9 with Conversions API properly configured. 3-5 with Pixel only. Below 5 significantly limits optimization.
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Why It Matters
EMQ directly impacts ad performance—Meta can't optimize for conversions it can't match to users. Improve EMQ by sending more customer parameters (email, phone, name) through CAPI. Each point improvement helps targeting.
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