Meta Event Match Quality (EMQ)

Event Match Quality (EMQ) is a score (1-10) given by Meta to assess how effectively your server-side (CAPI) data is matched to actual Facebook user accounts.

Why is EMQ Important?

EMQ score directly impacts ad performance:

• High EMQ (7-10): Meta can identify who purchased your product, then accurately find similar people (Lookalike). Cost per Result (CPA) is cheaper.
• Low EMQ (1-4): Meta is confused, data attribution is lost. Ads become less effective and expensive.

How Matching Works

When Konektor sends conversion data to Meta, we include customer data (Customer Information Parameters) that has been hashed (one-way encrypted).

Meta matches this hash against their user database.

• If you send hash(email) ➔ Meta checks database ➔ Finds "John Doe" ➔ MATCH!
• If you only send event_time without user data ➔ Meta doesn't know who this is ➔ NO MATCH.

How to Improve EMQ Score

1. Collect More Complete Data

The more data you request from users upfront, the greater the match likelihood.

• Required: Name, Phone Number (WhatsApp).
• Highly Recommended: Email.
• Bonus: City, Postal Code.

2. Validate Phone Number Format

Ensure WhatsApp numbers are formatted with country code (example: 62812...). Konektor automatically formats this before sending to Meta.

3. Use Facebook Login (Optional)

If users login using Facebook, we can get their Facebook User ID, which guarantees 100% match rate.

Checking EMQ Score

1. Open Meta Events Manager.
2. Select your Pixel.
3. Look at the Event Match Quality column.
4. Click on the score to see details of which parameters are lacking.

EMQ Status

• Poor: Most events cannot be matched. Check if CAPI setup is sending user parameters (em, ph).
• Okay: Matching occurs but not optimal. Perhaps many users don't fill in email.
• Good/Great: Setup is optimal. Maintain it!

Troubleshooting Low EMQ

If your EMQ score suddenly drops:

1. Check if there were changes to the input form (e.g., email field removed).
2. Ensure event volume is sufficient (Meta needs hundreds of events for stable calculation).
3. Check notifications in Konektor Dashboard for any CAPI sending errors.

Next Steps

• Setup Google Ads Conversions
• Manage Customer Journey