Event Match Quality: what Meta’s score means and how to raise it

Short answer: Event Match Quality (EMQ) is Meta’s score from 0 to 10 for how likely the customer information on your server events is to match a Meta account. It is shown per event in Events Manager. A higher score means Meta can connect more of your conversions to people, but it isn’t a promise about results.

What goes into it

The score depends on the information you send with each event, and on how much of it is usable:

• Contact details: email, phone, first and last name, hashed with SHA-256 before they leave. Email is generally the strongest of these.
• Your own ID for the customer (external_id).
• Browser signals: the _fbp and _fbc cookies, IP address and user agent. These are sent unhashed.

Meta doesn’t publish the formula. Its Dataset Quality API exposes the score, and the exact weights you read about online are other people’s estimates.

Why PageView scores lower than Lead

A visitor reading your page hasn’t told you who they are, so PageView usually carries only browser signals. A Lead or a Purchase comes with a form, so it can carry an email. A low score on PageView alongside a good one on Purchase is normal. Look at the events you optimize for, not at the lowest number on the screen.

What actually raises it

1. Send contact details on the events that have them. When a form collects an email, pass it with the Lead, with the visitor’s consent.
2. Keep the click ID. _fbc comes from the fbclid in the ad’s link. A redirect that drops the query string loses it.
3. Normalize before hashing. A hash of Jane@Example.com doesn’t match one of jane@example.com. Lowercase and trim first.
4. Don’t pad it. Placeholder emails can lift the number without matching anyone, and they send Meta false data.

What it doesn’t tell you

EMQ describes the data you sent, not whether the event happened or whether your campaign works. A site with a high score can still send the wrong events. It also says nothing about TikTok or ChatGPT Ads, which have their own signals. And the score takes time to move after a change, so give it a few days before you judge.

How Pixelary handles it

The script hashes email and phone in the visitor’s browser, separately for each platform, and sends them only with consent. The server copy passes email, phone, first and last name and external ID to Meta, along with the cookies, IP address and user agent. City, postal code and country are not forwarded today.

The dashboard shows Meta’s score for your site, and your AI assistant can flag a low one during an audit. The demo shows where it appears, on sample data.