In short
Event Match Quality is Meta’s 1-to-10 score of how well the events you send can be matched to Meta accounts. It is driven by the number and quality of hashed customer identifiers attached to each event: email, phone, name, click ID (fbclid), browser ID, and external ID. A higher EMQ means more attributed conversions and a stronger signal for campaign optimization, because Meta can connect more of your events to real people. Meta surfaces the score per event in Events Manager, so it is measurable rather than theoretical. You raise it by sending more identifiers per event, with hashed email and phone moving it most, by capturing fbclid, by passing external IDs consistently, and by fixing consent gaps that strip identifiers before they are sent. A Conversions API setup done properly typically scores materially higher than a pixel-only setup, which is why match quality is the fastest read on whether an integration is healthy.
Why does Event Match Quality matter?
Higher EMQ means more attributed conversions and a stronger signal for campaign optimization. Meta surfaces the score per event in Events Manager.
How to raise it
Send more identifiers per event (hashed email and phone move it most), capture fbclid, pass external IDs consistently, and fix consent gaps that strip identifiers. A CAPI setup done properly typically scores materially higher than pixel-only.
How do you raise Event Match Quality?
An advertiser sending only hashed email sees a middling EMQ. Adding hashed phone, fbclid, and a stable external ID to the same events lifts the score, and Events Manager shows the change per event, so the improvement is verifiable rather than assumed.
Reference: Meta for Developers, Dataset Quality API (event match)