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Event match quality (EMQ)

Event match quality is Meta's score out of 10 for how effective the customer information in a server event may be at matching it to a Meta account.

How it works

Meta uses an event for attribution and ad delivery optimisation only if it can match the event to a Meta account. Unmatched events count only for basic measurement. EMQ shows how well events sent through the Conversions API can be matched.

Meta calculates EMQ from three inputs: which customer information parameters arrive, how good they are, and the share of events matched to a Meta account. Meta’s documentation names these inputs but not how much each one weighs. EMQ is available only for web events.

Meta lists email, IP address, first and last name, and phone number as high-quality parameters. Email, phone and names are hashed with SHA-256 before sending. IP address and browser user agent go unhashed, and the user agent is required for website events. This is the same kind of first-party data that Google’s enhanced conversions send.

Meta Conversions API for online stores shows how a store sets this up.

Where you see it

In Meta Events Manager, for each event sent through the Conversions API. In the Dataset Quality API, together with the share of events that carry each parameter.

Not to be confused with

  • Event deduplication — merging the browser and server copies of one event. EMQ grades how well an event points to a person; deduplication decides whether it is counted once.

Right and wrong readings

  • Wrong: “EMQ is 9, so Meta’s purchase figures are right.” Right: EMQ is built from customer information and the share of matched events. Order value and duplicate counts are not among its inputs, so a fixed value or an order counted twice can sit behind a high score.

Sources

  • Dataset Quality API — Meta for Developers: definition, how EMQ is calculated, web events only, per-parameter coverage. Checked 2 October 2026.
  • Best Practices - Conversions API — Meta for Developers: EMQ in Events Manager, matched and unmatched events, high-quality parameters. Checked 2 October 2026.
  • Customer Information Parameters — Meta for Developers: which parameters are hashed, user agent required for website events. Checked 2 October 2026.