Event Match Quality (EMQ) is Facebook’s scoring system, on a 1–10 scale, that measures how well your conversion events match to real Facebook users. It applies to events sent through the Conversion API. Higher scores mean the platform’s algorithm can attribute and optimize against the conversion more confidently. Google’s Enhanced Conversions and TikTok’s Events API publish similar match-quality measures.
What EMQ actually measures
Section titled “What EMQ actually measures”EMQ checks parameter completeness (did you send email, phone, IP, external ID, click ID?) and format validation (is the data shaped correctly?). It does not verify accuracy — Facebook accepts fake@fake.com or 555-555-5555 if they’re well-formed. So a high score confirms you’re sending complete, well-formatted data, not that the data is real.
Facebook’s score bands:
| Score | Meaning |
|---|---|
| 8.5–10 | Strong parameter presence |
| 7.0–8.4 | Good foundation |
| 5.0–6.9 | Parameter gaps |
| Below 5.0 | Limited data |
Event Match Quality vs Attribution vs Conversion API
Section titled “Event Match Quality vs Attribution vs Conversion API”- Attribution — EMQ is an ad-platform match score; attribution is how AnyTrack credits a conversion to a source.
- Conversion API — EMQ scores the events; the Conversion API is the channel that carries them.
How AnyTrack uses Event Match Quality
Section titled “How AnyTrack uses Event Match Quality”AnyTrack maximizes EMQ automatically: it forwards hashed email and phone wherever collected, sends the platform’s first-party cookies (fbp/fbc) alongside hashed PII, persists click IDs across sessions, and includes the event source URL and user agent. When a score drops, the Event Log shows which fields are missing — usually a sign the Tracking Tag isn’t on every funnel step.
Frequently asked questions
FAQ was last reviewed on 2026-06-24
