> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# EMQ Score: Meta Event Match Quality Rating

> Track your Meta Event Match Quality score on a 0-10 scale. Higher EMQ scores improve ad delivery accuracy and attribution for your Meta campaigns.

<Tip>
  EMQ Score measures how well Meta can match your conversion events to Facebook users, rated on a 0-10 scale.
</Tip>

## Formula

<Info>
  **EMQ Score** = Meta's proprietary scoring algorithm based on [**Match Key Coverage**](/reference/metrics/data-quality/emq/match-key-coverage), [**Event Coverage**](/reference/metrics/data-quality/emq/event-coverage), and deduplication
</Info>

### Formula Components

| Metric                                                                           | Definition                                                  |
| -------------------------------------------------------------------------------- | ----------------------------------------------------------- |
| [**Match Key Coverage**](/reference/metrics/data-quality/emq/match-key-coverage) | Percentage of events with valid customer identifiers        |
| [**Event Coverage**](/reference/metrics/data-quality/emq/event-coverage)         | Percentage of events with at least one matchable identifier |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Number                            |
| **Data Source** | [Meta Ads](/sources/facebook-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         |

***

## Related Metrics

| Metric                                                                       | Relationship                                                |
| ---------------------------------------------------------------------------- | ----------------------------------------------------------- |
| [Event Coverage](/reference/metrics/data-quality/emq/event-coverage)         | Shows what percentage of events have matchable data         |
| [Match Key Coverage](/reference/metrics/data-quality/emq/match-key-coverage) | Shows coverage for specific identifiers like email or phone |

[See all EMQ metrics →](/reference/metrics/data-quality/emq)