Event Match Quality (EMQ) on Meta measures how accurately the information you send through pixel events matches the information Meta has about your customers. High EMQ helps improve the accuracy of your ad targeting and measurement.

To improve Event Match Quality (EMQ) on Facebook ads, include as many accurate customer data points as possible (e.g., email, phone number, name, address) in your pixel events, and ensure they are correctly formatted. Enable automatic advanced matching in your Facebook pixel settings to capture more customer data from website forms. Regularly monitor your EMQ score and make necessary adjustments while adhering to data privacy regulations and ensuring you have consent to collect and share customer information.

Meta calculates Event Match Quality by assigning a score from 0 to 10. This score is based on the quality of customer information you send for a specific server event and the percentage of event instances matched to Meta accounts.

A good Event Match Quality (EMQ) score is typically 6 or higher. This indicates that the customer information you are sending is of high quality and effectively matches Meta accounts, leading to better ad targeting and performance.

To improve your Facebook ad quality ranking score, target people who are likely to engage with your ads. You can achieve this by creating a Facebook retargeting audience of individuals who have previously engaged with your posts or ads.