Event match quality (EMQ)
Event match quality is Meta’s score for how well the customer parameters you send with a server event (hashed email, phone, and other identifiers) can be matched to a Meta user — higher match quality means more conversions attributed and better optimization.
EMQ is the quiet multiplier on every Conversions API setup. The more accurate hashed identifiers a server event carries, the more events Meta can match to real people, and the more the delivery system has to learn from. Low match quality silently degrades attribution and optimization even when events are technically firing.
Improving EMQ is usually the highest-return measurement work on a Meta account: pass more identifiers, ensure they are correctly formatted and hashed, and verify in Events Manager. It underpins not just reporting but audience control — exclusions and value optimization are only as good as the match rate behind them.
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