Cherry Seed

What is Facebook Event Match Quality and how do I improve it?

Event Match Quality Facebook EMQ improve Facebook matching Facebook data quality EMQ score Facebook user matching conversion data quality

Quick Answer

Event Match Quality (EMQ) is Meta's 0-10 score measuring how accurately your tracked events match real Facebook user profiles. Higher scores mean better ad targeting and ROAS - improving EMQ by one point can reduce cost per acquisition by 10-20%. Aim for 8.5+ on purchase events. Improve it by enabling advanced matching, collecting email and phone at checkout, using the Conversions API for server-side data, and ensuring phone numbers use E.164 format.

Full Answer

Event Match Quality (EMQ) measures how well Facebook can match your conversion events to their user profiles. A higher score means better attribution, more accurate optimization, and ultimately better ad performance. Understanding EMQ Scores Score ranges:

  • 1-3: Poor (significant data gaps)
  • 4-5: Below average (missing key parameters)
  • 6-7: Good (solid matching, room for improvement)
  • 8-10: Great/Excellent (optimal matching) Where to Find Your EMQ 1. Go to Events Manager 2. Select your Pixel 3. Click on a specific event (e.g., Purchase) 4. View "Event Match Quality" metric What Affects EMQ Customer information parameters: | Parameter | Impact | Priority | |-----------|--------|----------| | Email (em) | Highest | Essential | | Phone (ph) | High | Strongly recommended | | First name (fn) | Medium | Recommended | | Last name (ln) | Medium | Recommended | | City (ct) | Low | Helpful | | State (st)...

Sources

Programmatic Access

GET https://seresa.io/wp-json/cherry-tree-by-seresa/v1/seeds/140

Cite This Answer

Cherry Tree by Seresa - https://seresa.io/seed/facebook-meta-tracking/facebook-event-match-quality