Event Match Quality (EMQ) is a score from 0 to 10 that Meta calculates for events from your data sources. It indicates how well the customer information sent with each event can be matched to a Facebook or Instagram account.
How does Event Match Quality work?
Every event you send through the Meta Pixel or the Conversions API can include customer information: hashed email, phone number, first and last name, plus technical signals like IP address, user agent, _fbp and the fbclid. Meta checks how many of these parameters are present and how reliably they point to a profile. The result is an EMQ score per event, shown in Events Manager.
Not every parameter carries the same weight. Email and phone number are generally the strongest signals, since most Meta accounts are tied to them. Personal data must be hashed with SHA-256 before it is sent.
Why does Event Match Quality matter?
Meta can only use conversions for optimization when it can attribute them to a person. A low score means part of your conversions go unmatched. The algorithm learns more slowly, audiences get less precise and your CPA tends to rise. A higher score gives Meta cleaner signals and often better campaign results.
Example
A Lead event that only arrives via the pixel with IP address and user agent often gets a fairly low score. Send the same event through the Conversions API as well, with a hashed email and phone number, and the score frequently climbs noticeably. Our article on improving Meta Event Match Quality shows what that looks like in practice.
Event Match Quality with LeadSignal
LeadSignal automatically detects email, phone number, first name and last name in your forms, with no configuration. The data is hashed with SHA-256 and sent to Meta as Advanced Matching through both the pixel and the Conversions API, together with the fbclid and _fbp. You paste one script and connect Meta, LeadSignal handles the rest.