Skip to main content
Event Match Quality (EMQ) metrics measure how well your conversion events match to Facebook users. Meta uses these scores to determine attribution accuracy and ad delivery optimization. Higher EMQ scores mean your events are more likely to be attributed correctly and your campaigns will perform better.
Data Source: Meta Ads (Pixel Quality API)
Metrics: 16

​
Metrics in This Group

MetricDescriptionWhen to Use
EMQ ScoreEvent Match Quality score from Meta (0-10 scale)Monitor overall tracking health
Event CoveragePercentage of events with valid match keysMeasure identifier completeness
Event Coverage GoalTarget event coverage percentage from MetaSet coverage benchmarks
Diagnostics CountNumber of active diagnostic issuesIdentify setup problems
Match Key IssuesNumber of match keys with identified issuesFind specific data quality problems
ACR PercentageAttributed Conversion Rate percentageMeasure attribution accuracy
Coverage Potential ACRPotential ACR improvement from event coveragePrioritize coverage improvements
Event Potential ACRPotential ACR improvement from event qualityPrioritize quality fixes
Match Key CoverageCoverage percentage for specific match keysAnalyze individual identifiers
Expected EMQ IncreasePredicted EMQ score increase from fixesEstimate improvement impact
Match Key Potential ACRPotential ACR if match key is improvedPrioritize key fixes
Affected Events %Percentage of events affected by issuesAssess issue severity
Affected Event CountNumber of events affected by issuesQuantify issue impact
Browser Dedupe CoverageBrowser events with deduplication keyMonitor browser-side dedupe
Server Dedupe CoverageServer events with deduplication keyMonitor server-side dedupe
Overall Browser CoverageOverall browser deduplication coverageTrack total dedupe health

​
How These Metrics Relate

EMQ metrics form a hierarchy of data quality measurement:
  • EMQ Score is the primary health indicator—a 0-10 rating from Meta
  • Event Coverage and Match Key Coverage measure how complete your customer identifiers are (email, phone, etc.)
  • ACR Percentage shows what percentage of conversions Meta can actually attribute to ads
  • Potential ACR metrics show how much attribution could improve if you fix specific issues
  • Diagnostics Count and Match Key Issues help identify specific problems to fix
  • Dedupe Coverage metrics ensure browser and server events aren’t double-counted

​
Choosing the Right Metric

  • Overall health check: Start with EMQ Score to see your aggregate rating
  • Diagnosing issues: Use Diagnostics Count and Match Key Issues to find problems
  • Prioritizing fixes: Compare Potential ACR metrics to find highest-impact improvements
  • Deduplication audit: Check Browser and Server Dedupe Coverage to prevent duplicate conversions
  • Setting goals: Use Event Coverage Goal as your benchmark target