EMQ Parameters

Meta's Event Match Quality (EMQ) score rates how much customer data you send with each conversion event through the Conversion API (CAPI). A higher score means more parameters are present and properly formatted, but it does not measure whether the data is accurate or whether Meta can actually match the event to a user.

This article breaks down every parameter Meta evaluates, which ones AnyTrack sends automatically, and what scores you should realistically expect.

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Warning

EMQ measures data completeness, not accuracy. A perfectly formatted fake email scores the same as a real one. Focus on sending real customer data rather than chasing a perfect 10/10 score.

How AnyTrack Sends EMQ Parameters

AnyTrack collects customer data from two sources and combines them before sending a single server-side event to Meta through the Conversion API.

Client-side collection captures browser-level data when visitors interact with your website. This includes IP address, user agent, the fbclid click parameter, and the _fbc and _fbp cookies that Meta sets in the browser.

Server-side collection captures customer data from your conversion source, such as Shopify, WooCommerce, HubSpot, or any other platform integrated with AnyTrack. This includes email, phone number, name, and address fields submitted during checkout or form fill.

AnyTrack merges both data sets, hashes personally identifiable information (PII) using SHA-256 as Meta requires, and sends the combined payload to the Conversion API. This hybrid approach gives you the most complete parameter coverage possible for each event. For details on how AnyTrack connects to Facebook, see the Facebook Ads integration guide.

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Note

AnyTrack sends conversion data exclusively through the Conversion API. It does not use the Meta Pixel to send events. If you see Browser events in Meta Events Manager alongside AnyTrack's Server events, another tool or script on your site is sending them.

Parameter Priority Breakdown

Meta weighs some parameters more heavily than others when calculating your EMQ score. The table below shows each parameter, its priority level, and how AnyTrack handles it.

High Priority Parameters

These have the biggest impact on your EMQ score.

Medium Priority Parameters

These improve your score but carry less weight individually.

Low Priority Parameters

These have minimal impact on your EMQ score and are difficult to collect in most setups.

Additional Parameters (Not Scored but Important)

These parameters do not directly affect your EMQ score but are critical for accurate attribution.

No Manual Setup Required

If you use AnyTrack's native integrations with platforms like Shopify, WooCommerce, HubSpot, ClickFunnels, or BigCommerce, you do not need to manually configure or map any of these parameters. AnyTrack pulls available customer data from your conversion source automatically, processes and formats it to meet Meta's requirements, and sends it with each conversion event.

Any parameter that your conversion source provides and that maps to a Meta CAPI field will be included. You get the most complete data set your platform supports without touching a single line of code.

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Note

The parameters available depend on what your conversion source collects. A Shopify Purchase event includes email, name, phone, and address data. A PageView event from a first-time visitor includes only browser-level data like IP, user agent, and cookies. This is why EMQ scores vary by event type.

Realistic EMQ Score Benchmarks

A 10/10 score requires sending nearly every parameter for close to 100% of events, including data like date of birth and Facebook Login ID that most businesses simply do not collect. In practice, a perfect score is extremely rare.

Here is what realistic EMQ scores look like by event type when using AnyTrack:

These ranges reflect real-world conditions. A Purchase event scores higher because the customer submits personal information during checkout. A PageView event scores lower because the visitor has not shared any PII yet. Both scores are normal and expected.

Why a High Score Does Not Guarantee Good Attribution

EMQ evaluates whether you sent properly formatted parameters. It does not verify whether the data is real or whether Meta can successfully match the event to a user profile.

A store sending [email protected] and +1-555-555-5555 with every event will score higher than a store sending only real emails. But the first store will have poor attribution because Meta cannot match fake data to actual users.

What matters is sending real customer data in the correct format. AnyTrack handles the formatting and hashing automatically. Your job is to make sure your conversion source actually collects the data from your customers, which most eCommerce and lead generation platforms do by default. Read more about this distinction in the Event Match Quality guide.

When to Investigate Your EMQ Score

You can safely ignore EMQ warnings in these situations:

• You are an affiliate marketer without access to first-party customer data like email or phone
• Your platform only collects customer data at Purchase, not at earlier funnel stages like AddToCart or ViewContent
• The low score appears on top-of-funnel events (PageView, ViewContent) where no PII is available

Investigate further if:

• Purchase or Lead events score below 6.0 consistently
• Your score dropped suddenly after a platform or integration change
• You have customer data available in your platform but it is not reaching Meta

If scores are lower than expected, check that your conversion source integration is active and syncing customer data. See the Troubleshooting Guide for step-by-step diagnostics.