# Event Match Quality

> Facebook's 1–10 score for how well a server-side conversion's parameters can be matched to a real user — a measure of data completeness and format, not data accuracy.

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

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

- [Attribution](/glossary/attribution) — EMQ is an ad-platform *match score*; attribution is how AnyTrack *credits* a conversion to a source.
- [Conversion API](/glossary/conversion-api) — EMQ scores the events; the Conversion API is the channel that carries them.

## 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.