[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"docs-en-\u002Fen\u002Fdocs\u002Fplatform-guides\u002Fmeta-emq":3},{"id":4,"title":5,"body":6,"category":255,"code_examples":256,"demos":256,"description":257,"extension":258,"meta":259,"navigation":256,"order":260,"path":261,"seo":262,"sitemap":272,"stem":274,"tags":275,"toc":280,"videos":256,"__hash__":281},"docsEn\u002Fen\u002Fdocs\u002Fplatform-guides\u002Fmeta-emq.md","Meta Event Match Quality (EMQ)",{"type":7,"value":8,"toc":239},"minimark",[9,13,21,26,29,45,49,52,55,78,82,87,90,110,125,129,136,140,143,147,170,174,202,206,209,220,224],[10,11,5],"h1",{"id":12},"meta-event-match-quality-emq",[14,15,16,20],"p",{},[17,18,19],"strong",{},"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.",[22,23,25],"h2",{"id":24},"why-is-emq-important","Why is EMQ Important?",[14,27,28],{},"EMQ score directly impacts ad performance:",[30,31,32,39],"ul",{},[33,34,35,38],"li",{},[17,36,37],{},"High EMQ (7-10)",": Meta can identify who purchased your product, then accurately find similar people (Lookalike). Cost per Result (CPA) is cheaper.",[33,40,41,44],{},[17,42,43],{},"Low EMQ (1-4)",": Meta is confused, data attribution is lost. Ads become less effective and expensive.",[22,46,48],{"id":47},"how-matching-works","How Matching Works",[14,50,51],{},"When Konektor sends conversion data to Meta, we include customer data (Customer Information Parameters) that has been hashed (one-way encrypted).",[14,53,54],{},"Meta matches this hash against their user database.",[30,56,57,68],{},[33,58,59,60,64,65],{},"If you send ",[61,62,63],"code",{},"hash(email)"," ➔ Meta checks database ➔ Finds \"John Doe\" ➔ ",[17,66,67],{},"MATCH!",[33,69,70,71,74,75],{},"If you only send ",[61,72,73],{},"event_time"," without user data ➔ Meta doesn't know who this is ➔ ",[17,76,77],{},"NO MATCH.",[22,79,81],{"id":80},"how-to-improve-emq-score","How to Improve EMQ Score",[83,84,86],"h3",{"id":85},"_1-collect-more-complete-data","1. Collect More Complete Data",[14,88,89],{},"The more data you request from users upfront, the greater the match likelihood.",[30,91,92,98,104],{},[33,93,94,97],{},[17,95,96],{},"Required",": Name, Phone Number (WhatsApp).",[33,99,100,103],{},[17,101,102],{},"Highly Recommended",": Email.",[33,105,106,109],{},[17,107,108],{},"Bonus",": City, Postal Code.",[111,112,114],"tip",{"title":113},"Data Priority",[14,115,116,117,120,121,124],{},"Meta strongly values ",[17,118,119],{},"Email"," and ",[17,122,123],{},"Phone Number",". Ensure your form\u002Fchatbot captures at least one of these validly.",[83,126,128],{"id":127},"_2-validate-phone-number-format","2. Validate Phone Number Format",[14,130,131,132,135],{},"Ensure WhatsApp numbers are formatted with country code (example: ",[61,133,134],{},"62812...","). Konektor automatically formats this before sending to Meta.",[83,137,139],{"id":138},"_3-use-facebook-login-optional","3. Use Facebook Login (Optional)",[14,141,142],{},"If users login using Facebook, we can get their Facebook User ID, which guarantees 100% match rate.",[22,144,146],{"id":145},"checking-emq-score","Checking EMQ Score",[148,149,150,157,160,167],"ol",{},[33,151,152,153,156],{},"Open ",[17,154,155],{},"Meta Events Manager",".",[33,158,159],{},"Select your Pixel.",[33,161,162,163,166],{},"Look at the ",[17,164,165],{},"Event Match Quality"," column.",[33,168,169],{},"Click on the score to see details of which parameters are lacking.",[22,171,173],{"id":172},"emq-status","EMQ Status",[30,175,176,190,196],{},[33,177,178,181,182,185,186,189],{},[17,179,180],{},"Poor",": Most events cannot be matched. Check if CAPI setup is sending user parameters (",[61,183,184],{},"em",", ",[61,187,188],{},"ph",").",[33,191,192,195],{},[17,193,194],{},"Okay",": Matching occurs but not optimal. Perhaps many users don't fill in email.",[33,197,198,201],{},[17,199,200],{},"Good\u002FGreat",": Setup is optimal. Maintain it!",[22,203,205],{"id":204},"troubleshooting-low-emq","Troubleshooting Low EMQ",[14,207,208],{},"If your EMQ score suddenly drops:",[148,210,211,214,217],{},[33,212,213],{},"Check if there were changes to the input form (e.g., email field removed).",[33,215,216],{},"Ensure event volume is sufficient (Meta needs hundreds of events for stable calculation).",[33,218,219],{},"Check notifications in Konektor Dashboard for any CAPI sending errors.",[22,221,223],{"id":222},"next-steps","Next Steps",[30,225,226,233],{},[33,227,228],{},[229,230,232],"a",{"href":231},"\u002Fen\u002Fdocs\u002Fplatform-guides\u002Fgoogle-ads","Setup Google Ads Conversions",[33,234,235],{},[229,236,238],{"href":237},"\u002Fen\u002Fdocs\u002Fplatform-guides\u002Fcustomer-journey","Manage Customer Journey",{"title":240,"searchDepth":241,"depth":241,"links":242},"",2,[243,244,245,251,252,253,254],{"id":24,"depth":241,"text":25},{"id":47,"depth":241,"text":48},{"id":80,"depth":241,"text":81,"children":246},[247,249,250],{"id":85,"depth":248,"text":86},3,{"id":127,"depth":248,"text":128},{"id":138,"depth":248,"text":139},{"id":145,"depth":241,"text":146},{"id":172,"depth":241,"text":173},{"id":204,"depth":241,"text":205},{"id":222,"depth":241,"text":223},"platform-guides",null,"Guide to improving Event Match Quality (EMQ) score at Meta for better ad results.","md",{},4,"\u002Fen\u002Fdocs\u002Fplatform-guides\u002Fmeta-emq",{"title":263,"description":264,"keywords":265,"canonical":261,"image":271},"Meta Event Match Quality (EMQ) - How to Improve EMQ Score","Low EMQ score making ads expensive? Learn how to improve Event Match Quality in Meta Conversions API with Konektor.",[266,267,268,269,270],"event match quality","emq score","meta emq","pixel optimization","facebook ads","\u002Fog-meta-emq.png",{"loc":261,"lastmod":273},"2026-01-24","en\u002Fdocs\u002Fplatform-guides\u002Fmeta-emq",[276,277,266,278,279],"meta","emq","tracking quality","ad optimization",true,"w_bdvBSGpvFICRzgeHQ1eN4SmFwL82VFiUHWaSafk7I"]