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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

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Metrics in This Group

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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

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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