Event Match Quality

Event Match Quality scores each conversion event based on how many reliable customer identifiers — email, phone, name, IP address, browser identifiers — were included and how well they matched to an actual Meta account, on a scale typically shown out of 10. A higher EMQ means Meta can more confidently attribute the conversion to the person who saw the ad, which improves both reporting accuracy and the delivery algorithm's targeting.

Improving EMQ is one of the highest-leverage technical fixes an agency can make on an underperforming account, since better-matched conversion data feeds directly into the delivery system's ability to find similar converters; agencies audit EMQ by event and prioritize adding hashed customer data (like email and phone) wherever it's collected but not yet passed to CAPI.