EMQ · Score
8.0+ is the 2026 standard.
What EMQ Measures
Event Match Quality (EMQ) measures how well Meta can tie a conversion event to a specific user. The more match data you send (email, phone, name, date of birth, address), the higher the EMQ. High EMQ means the algorithm has clear data and optimization runs cleanly.
01
8.0+
Threshold for Clean Optimization
02
9.0+
Top Performance Level
03
6.5
EMQ Without Match Data
How to Improve EMQ
- Send hashed email to CAPI (SHA256)
- Send hashed phone number (in E.164 format)
- Send hashed first and last name
- Send date of birth (yyyymmdd, hashed)
- Send postal code, city, country
- Prefer user IDs (FB cookie + external ID)
Example
A healthcare brand achieved EMQ 8.6 despite privacy restrictions, through a clean match data pipeline. Algorithm performance outperformed brands without privacy constraints but without match data.
What Kills EMQ
Sending match data without hashing (GDPR violation). Match data in the wrong format. Pixel and CAPI without deduplication logic (duplicate events). Setup errors drive EMQ below 6.5, massively reducing algorithm performance.
„EMQ is not a vanity KPI. It is a prerequisite for optimization.”