Event Match Quality
Event Match Quality (EMQ) is Meta's 0 to 10 score for how well the customer information on your events lets Meta match them to Meta accounts.
What is Event Match Quality?
Event Match Quality, or EMQ, is a score Meta shows in Events Manager for each event type you send, such as Purchase or Lead. It runs from 0 to 10 and reflects how effectively the customer information parameters on those events can be matched to a Meta account.
A matched event can be attributed to an ad and used for optimization. An unmatched event is still received, but it does much less for your campaigns.
What affects the score
EMQ depends on which customer information parameters you send and how often. Useful parameters include hashed email and phone, the fbc click id, the fbp browser id, external id, IP address and user agent. Events that carry several strong identifiers tend to score higher than events with only IP and user agent.
Formatting matters as much as presence. Email and phone must be normalized before SHA-256 hashing, while fbc and fbp are sent unhashed. A wrongly formatted value counts for nothing.
How to improve it
Send the Conversions API alongside the pixel, because a server can attach data the browser doesn't have, such as the email from an order. Capture fbclid on the landing page so fbc is available on later events. Pass the visitor's email to purchase and lead events whenever you have it, and check Events Manager for parameters Meta flags as missing.
How TracerKit handles it
TracerKit's Meta events carry hashed email and phone along with the fbc and fbp ids captured on the landing hit. For conversions that arrive by webhook, it joins the event to the visitor's browser profile by visitor id or hashed email, so those ids are included even though the conversion didn't happen in the browser.
See how TracerKit handles this: Server-side forwarding
Take a look →