Understanding Event Match Quality (EMQ) in Meta

Event Match Quality (EMQ) indicates how effectively Meta can match your events with user data. A moderate to high EMQ is considered ideal, though values may vary by event type.

It is common for events such as:

• Page View

• View Content

• Add to Cart

• Initiate Checkout

to have a lower EMQ due to limited user data availability at those stages.

EMQ can be improved by sending additional hashed customer data, such as email or phone number, when available. For more details, refer to Meta’s official documentation on Event Match Quality in the Meta Business Help Center.