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New update of Facebook Event Match Quality

Updated
Feb 8, 2024
Published
Feb 6, 2024

On January 26, Meta updated the Event Match Quality (EMQ) interface: the quantitative score ranging from 1 to 10 is back, and new built-in recommendations for improving the EMQ are available.

Here, we will describe why Event Match Quality is needed, and what exactly was updated.

What’s Event Match Quality

Event Match Quality (EMQ) is an essential metric that reflects the accuracy of user data parameters associated with server events transmitted to Meta. This accuracy impacts how precisely server events are matched to user profiles on Meta.

Higher EMQ scores for server-side events increase the likelihood of Meta correctly linking the server event to the corresponding user profile. This linkage directly influences the conversion attribution of your Facebook ads campaigns. The higher the EMQ, the more accurate conversion attribution becomes.    

Having a high Event Match Quality score also helps Meta better know what your customers like and how they behave. This means Meta's ad system can do a better job of showing your ads to people who are similar to your customers and more likely to be interested in your products. 

Meta assigns a score ranging from 0 to 10, which reflects the quality of customer data you send for a particular server event and how often these events are linked to Meta accounts.

event match quality score

You can find these event match quality scores for all standard and custom web activities, like viewing pages, adding items to a cart, or making purchases. These scores are based on the most recent 48 hours of data, so regularly sending event data is crucial to maintain current and accurate event match quality scores.

How to increase Event Match Quality

To enhance the likelihood of matching your events with Meta accounts, you can include various customer information parameters when possible. Here's a rundown of the different customer information parameters you can send with your events using the Meta Pixel or Conversions API, along with the importance level of each parameter: 

ParameterPriority
EmailHigh
Click IDHigh
Facebook Login IDMedium
BirthdateMedium
CountryMedium
Phone numberMedium
External ID ( a unique ID from the advertiser)Medium
Browser IDMedium
LeadLow
First nameLow
Last nameLow
CityLow
Zip or Postal CodeLow
GenderLow

You can also take a look at what is already recommended to increase the potential outcome.

events match quality score improvements
  1. How to format and hash these parameters in your pixel code and in your Conversions API code.
  2. Prohibited information and examples of data not approved for sharing.

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