EMQ Score: Meta Event Match Quality Rating

Formula

EMQ Score = Meta’s proprietary scoring algorithm based on Match Key Coverage, Event Coverage, and deduplication

Formula Components

Metric	Definition
Match Key Coverage	Percentage of events with valid customer identifiers
Event Coverage	Percentage of events with at least one matchable identifier

Metadata
Type	Number
Data Source	Meta Ads
Aggregation	Average
Scale	0-10

Event Type	EMQ Score	Match Keys Present
Purchase	9.1/10	Email, Phone, FBP
Add to Cart	7.8/10	FBP, External ID
Page View	6.2/10	FBP only

Event Type

EMQ Score

Match Keys Present

Purchase

9.1/10

Email, Phone, FBP

Add to Cart

7.8/10

FBP, External ID

Page View

6.2/10

FBP only

How It Works

Meta calculates your EMQ score based on how many customer identifiers you pass with each event and how accurately those identifiers can be matched to Facebook profiles. Events with multiple high-quality match keys (hashed email, phone, external ID) receive higher scores than events with only browser-based identifiers.

When to Use

Scenario	Action
Score below 6.0	Audit customer data capture at checkout and login points
Score dropped suddenly	Check for pixel implementation changes or data collection issues
Score plateaued at 7-8	Focus on capturing phone numbers and secondary identifiers
Score above 9.0	Maintain current implementation; monitor for regressions

Metric	Relationship
Event Coverage	Shows what percentage of events have matchable data
Match Key Coverage	Shows coverage for specific identifiers like email or phone

Metric

Relationship

Event Coverage

Shows what percentage of events have matchable data

Match Key Coverage

Shows coverage for specific identifiers like email or phone

METRICS

EMQ Score: Meta Event Match Quality Rating

Formula

Formula Components

Example

How It Works

When to Use

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics