What Is Meta Event Match Quality (EMQ)?
Event Match Quality (EMQ) indicates how effectively the customer information sent with a server event may match it to Meta accounts.
It is available for website events sent through the Conversions API with action_source set to website. It measures matching quality, not event delivery, deduplication, attributed sales or campaign performance.
- matching parameters
- emailphone numberexternal IDnamesfbpfbc
- Meta scores it per
- server event type
- available for
- website events sent through the Conversions API with action_source set to website
Daniil Maximkin Published Reviewed
- In practice
How does Event Match Quality work in practice?
EMQ reflects the quality of customer information and the share of server-event instances matched to Meta accounts. The matching parameters include email, phone number, external ID, names, and browser or click identifiers such as
fbpandfbc. Formatting and hashing rules depend on the parameter.Meta’s Help Centre defines EMQ for website events sent through the Conversions API. I compare a server event’s score with the same server event over time, and read any browser-event score separately.
- Not to be confused with
Not to be confused with Is not Is event delivery, deduplication, attributed sales or campaign performance matching quality one score for the whole ad account specific server event type within the selected data source I check four layers separately: customer information for matching, event receipt for delivery, duplicate handling for counting, and ad reports for attribution. A high EMQ score does not prove that all orders arrived, that duplicate events were removed, or that an ad caused a sale.
It is not one score for the whole ad account. Meta scores it per server event type. Review the specific server event type within the selected data source. More matchable customer information can improve matching; it does not establish attribution lift.
- Where to check
How to check
- Events Managerdata sourceeventView detailsEvent matching or Event Quality
- Events Managerdata sourceDiagnostics
In Events Manager, select the data source, find the event and open View details. Use Event matching or Event Quality for matching data, and separate views for event coverage, deduplication and freshness. I review each view for the question it answers.
Diagnostics lists setup issues and warnings. I use it alongside the event details; a warning is not itself a measure of attributed sales.
- Sources
Sources
Checked on
- Meta — About Event Match Quality (read 2026-10-08)www.facebook.com
- Meta — View server event details in Events Manager (read 2026-10-08)www.facebook.com
- Meta — Deduplication for Pixel and Conversions API events (read 2026-10-08)www.facebook.com
- Meta — About diagnostics in Events Manager (read 2026-10-08)www.facebook.com
