Event Match Quality
Also known as: EMQ, match quality score
Event Match Quality is a score from 1 to 10 that Meta gives each event a shop sends, measuring how well Meta could match that event to a real person. It is graded on the customer details attached to the event, such as email, phone and location, and a low score means fewer sales get matched to an ad.
What is a good Event Match Quality score?
Meta reports the score per event type in Events Manager. A shop sending only what a browser pixel carries, typically four details, tends to sit low. Attaching more of what the order already contains raises it. wesaw measured 9.3 out of 10 on purchases with fourteen details attached, and 8.0 with the same fourteen before the browser half was reporting too.
Why does Event Match Quality matter for ad spend?
Meta optimises a campaign on the sales it can attribute. An event Meta cannot match to a person is a sale that never enters that calculation, so the campaign that produced it looks worse than it was. Raising match quality widens the set of sales the algorithm learns from.
How do you raise Event Match Quality?
By sending more customer details per event, hashed before they leave. An order already contains a name, a city, a postcode and often a phone number that the browser never had. Adding them is what moves the score, not sending the same four details more often.
Sources
- wesaw scores 9.3 out of 10 on purchase events, read from Meta Events Manager on 21 August 2026. The same store read 8.0 on 18 August, when only the server half was reporting.wesaw, own test store
- On the same reading, coverage per detail was 100 per cent for device, 83 per cent for email, 81 per cent for location and 48 per cent for phone.wesaw, Meta Events Manager, 18 August 2026
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