EMQ Score measures how well Meta can match your conversion events to Facebook users, rated on a 0-10 scale.
| 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 |
Example
Your pixel achieved an EMQ score of 8.4/10 this week, up from 7.2 last month after improving email capture rates.
| 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 |
