Event Match Quality (EMQ) is a 0–10 score Meta uses to rate how well it can match your events to specific users. A low EMQ means worse attribution and more expensive results. You almost always raise it by sending more quality identifiers.
Symptoms
- A low EMQ score on events (especially Purchase) in Meta Events Manager.
- Ads optimize worse, conversion attribution is weak.
Why the score is low
EMQ depends on how many quality identifiers you send in user_data. If you send only cookies (fbp) without email and phone, Meta has little to match on.
How to raise it
- Send a hashed email (
em) whenever you have one — it carries the most weight. - Add phone (
ph), name and city/postcode where available and you have consent. - Don't forget
fbc— derived from thefbclidparameter on arrival from an ad. Store it and send it with the conversion. - Send
fbptoo (the browser ID cookie) for additional matching. - Identifiers must be correctly hashed (SHA-256) and normalized (lowercase, no spaces) — otherwise no match is found.
How to verify improvement
After the change, watch EMQ in Events Manager over a few days — the score updates gradually as more events with better data come in.
For context, see the complete guide to the Meta Conversions API. Connection setup is in the Meta CAPI setup docs.