Low EMQ score

EMQ (Event Match Quality) is Meta's score for how well your events match to people. Aim for 8.0 or higher on purchases.

Why EMQ matters

The richer and higher-quality your customer data, the higher the EMQ, and the better your campaign optimization. A low score means Meta matches your conversions to the right profiles less effectively.

How to improve it

  • Enable the Click Tracker so the fbc and fbp cookies are captured.
  • Collect email and phone at checkout. This data is hashed before sending, so it never leaves your system in clear text.
  • Confirm consent: ad_user_data must be granted to send personal data.
  • Pass address fields when available (city, postal code, country).

Each of these adds another matching signal and pushes the score up.

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