Event Match Quality (EMQ) in Meta Ads (CAPI Pro Plugin)

Event Match Quality (EMQ) indicates how effectively Meta can match your tracked events with user data.

A moderate to high EMQ is generally considered ideal, although EMQ can vary depending on the event type.

Why EMQ Varies by Event

It is common for early-stage events to have a lower EMQ because limited user data is available at that point. These events include:

• Page View
• View Content
• Add to Cart
• Initiate Checkout

How to Improve EMQ

EMQ can be improved by sending additional hashed customer data when it becomes available, such as:

• Email address
• Phone number

For more detailed insights and best practices on improving Event Match Quality, refer to our guide on How to Improve Facebook Event Match Quality.