Event Match Quality (EMQ) is Meta's measure of how well your Conversions API events match real people. Higher EMQ means Meta's algorithm can attribute + optimise against your events more accurately.
Targets:
- 6.0 or higher: acceptable
- 8.0 or higher: good
- 9.0+: excellent
EMQ improves with: complete hashed PII (email + phone + name + address), correct hashing format (SHA-256, lowercased, trimmed), fbc + fbp parameters present, server + browser events deduplicated via event_id.
Sub-6.0 EMQ silently degrades algorithm performance. Monthly EMQ review is the operational discipline that catches this. See our Meta CAPI setup guide for the validation steps.