What's a Good CAPI Event Match Quality (EMQ) Score — and How to Improve It

If you run Meta ads through the Conversions API, Event Match Quality (EMQ) is one of the most important numbers you're probably not watching closely enough. It quietly determines how much of your conversion data Meta can actually use — and when it drops, your campaigns get worse without any obvious error.

What is Event Match Quality?

Event Match Quality is a score from 0 to 10 that Meta assigns to your Conversions API events. It measures how well the customer information you send with each event — email, phone number, name, IP, external ID, and the fbc/fbpbrowser identifiers — can be matched to a real person on Meta's platforms. The more (accurate, hashed) parameters you send, the higher the match rate, and the higher your EMQ.

What counts as a good EMQ score?

As a rough guide:

• 8.0–10:excellent — you're sending strong, consistent match keys.
• 6.0–8.0:good, but there's room to add parameters.
• Below 6.0: a warning sign. Meta is struggling to match your events, which weakens attribution and optimization.

The exact “good” number varies by event and industry, but the trend matters more than the absolute value. A stable 7.5 is fine; a 7.5 that suddenly falls to 5 usually means something in your setup broke.

Why EMQ matters

Higher EMQ means more of your conversions are attributed correctly, which gives Meta's algorithm a cleaner signal to optimize on. Low or falling EMQ leads to under-reported conversions, worse audience building, and higher costs — because the algorithm is optimizing on incomplete data.

How to improve your EMQ score

1. Send more customer parameters

The single biggest lever. Send as many hashed identifiers as you legitimately have: email, phone, first/last name, city, state, zip, country, external ID, and the fbc/fbp cookies. Each additional high-quality parameter raises your match rate.

2. Normalize and hash correctly

Parameters must be normalized (lowercased, trimmed, formatted) and SHA-256 hashed exactly to Meta's spec. A formatting mistake means the data silently fails to match.

3. Pass the fbc and fbp cookies

These browser identifiers dramatically improve matching. Capture them on the client and forward them with your server events.

4. Fix drops quickly

Most real-world EMQ problems come from a change — a site update, a new consent tool, or a tag edit — that stops sending one or more match keys. The fix is usually to restore the missing parameters. The hard part is noticing the drop in the first place.

Don't rely on remembering to check

EMQ lives in Meta Events Manager, one account at a time, and it changes gradually — which makes a slow decline easy to miss until performance suffers. Taglert tracks EMQ for every connected account and alerts you when it drops sharply, so you can restore the missing match keys before your results do. Learn more in our FAQ.