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Verifying the Meta EMQ

What is EMQ?

Section titled “What is EMQ?”

Event Match Quality (EMQ) is a score assigned by Meta that measures how effectively the customer information sent with a Conversions API event can be matched to a Facebook user profile. The score ranges from 0 to 10 — a higher score means Meta can more reliably attribute the event to an ad click or impression, which improves attribution accuracy and ad performance.

EMQ is calculated based on the customer information parameters sent with each event, such as email, phone number, name, and browser data. Sending more high-quality identifiers increases the score.

EMQ ScoreQuality
7 – 10Excellent — strong match rate
4 – 6Moderate — consider adding more parameters
0 – 3Poor — limited match rate, attribution may be affected

How to Check the EMQ Score in CustomerLabs

Section titled “How to Check the EMQ Score in CustomerLabs”

  1. In your CustomerLabs account, navigate to Monitoring → Destination Snapshot.

  2. From the destination list or filter dropdown, select Facebook destination that is connected.

  3. In the tabular view, click on the Event Name for which you want to check the EMQ score.

  4. In the event details panel that opens, click on EMQ Score.

The EMQ score for that event, along with the contributing customer information parameters, will be displayed.

Improving a Low EMQ Score

Section titled “Improving a Low EMQ Score”

A low EMQ score usually means that the events being sent to Meta lack sufficient customer information parameters. To improve it:

  • Send more user identifiers — Include as many parameters as possible: email (em), phone number (ph), first name (fn), last name (ln), city (ct), state (st), zip code (zp), and country (country).
  • Send hashed values correctly — Meta requires that PII parameters like email and phone are SHA-256 hashed before transmission. CustomerLabs handles this automatically, but verify your source is capturing the raw values.
  • Capture browser signals — Include fbp (Facebook browser cookie) and fbc (click ID) where available. These are typically captured from client-side events and unified with server-side events in CustomerLabs.
  • Check unification rate — Navigate to Monitoring → Events Manager, select the event, and review the Unification Coverage tab. A low unification rate means server-side events are not being matched with browser-side events that carry click_ids and cookies, which reduces EMQ.
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