Meta Ads
Event Match Quality (EMQ)
Event Match Quality is Meta's 1 to 10 score of how well the customer information sent with a Conversions API event can be matched to a Meta account, shown per event in Events Manager.
In practice
Every conversion event you send Meta is useless for optimization unless Meta can tie it to a person who saw or clicked your ad. EMQ measures the likelihood of that match based on the customer information parameters included: hashed email and phone score highest, followed by name, address, external id, click id, and browser identifiers.
A purchase event scoring 4 tells Meta little; the same event scoring 8 lets the algorithm learn who buys. Raising EMQ is mostly a matter of sending more parameters: pass the email and phone the customer already gave you at checkout, include the fbp and fbc browser identifiers, and send external ids consistently.
We check EMQ for the purchase or lead event on every Meta account we onboard. Low scores usually trace back to a platform integration that only sends the event name and a timestamp.
Why it matters
It is the measure of whether Meta can learn from your conversions at all.
RELATED TERMS
Conversions API (CAPI)
The Conversions API is Meta's server-to-server interface for sending web, app, and offline events directly from your server to Meta, complementing or replacing the browser-based Meta Pixel.
Advantage+
Advantage+ is Meta's family of automated campaign and ad features, including Advantage+ Shopping and Advantage+ audience, that use machine learning to handle targeting, placements, budget allocation, and creative optimization.
Custom Audiences
Custom audiences are Meta targeting segments built from your own data, including customer lists, website visitors, app users, video viewers, and people who engaged with your Page or Instagram profile.
Written by Ilya Bulychev, Founder, Live PPC Ads. Part of the PPC Glossary.
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