Glossary/Measurement & Attribution/Event Match Quality (EMQ)
Measurement & Attribution
Event Match Quality (EMQ)
Meta's 0–10 score rating how well customer information sent with server or pixel events can be matched to Meta accounts.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Event Match Quality (EMQ) is Meta's score from 0 to 10 rating how well the customer information sent with Conversions API or pixel events can be matched to Meta accounts. Higher scores indicate more matchable data, such as email or phone number, which can improve attribution and ad delivery optimization.