Event Match Quality
Also called EMQ.
Meta's score, from 1 to 10, for how well the customer information attached to your events lets Meta resolve them to a person.
Why it matters
It is Meta's match rate, made visible as a number in the interface, which is more than Google gives you. The same logic applies: unresolved events cannot inform optimisation.
What goes wrong
The score rises with the number and quality of parameters you send: email, phone, name, location, click identifier, external id. It is the closest thing in any ad platform to a public scoreboard for the plumbing this whole category depends on, and it is worth checking before blaming a model.
How to check it on your own account
Events Manager, your dataset, the Event Match Quality column. Compare the score on your lead event against your purchase or qualified event.
Next to this
- Match rateGoogle AdsThe share of your leads carrying something Google can join back to an ad click: a click identifier, or a usable email where enhanced conversions for leads is switched on.
- Conversions APIMetaMeta's server-to-server route for sending events, used alongside or instead of the browser pixel.
- fbclidMetaMeta's click identifier, appended to the landing page URL when someone arrives from a Facebook or Instagram ad.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.