What raises an EMQ score most?

Sending more valid identifiers on one event. The Click ID is strongest. After that, email and phone as one-way codes of properly normalised values. Name, city, and postcode add a little.

Why is my score low when I send plenty of data?

Usually because the format was wrong before coding, or because the values came from internal encryption rather than standard one-way codes. Data that does not match adds nothing.

Does a high score guarantee higher ROAS?

No guarantee, but a low score almost certainly lowers results. A low score means the auction learns from blurred examples, so it hunts the wrong people.

Tracking & DataEvent Match Quality

What is Event Match Quality? How to Raise Your EMQ Score

Also known as: EMQ, match quality

Short answer

Event Match Quality is a score for how well your conversion events can be matched to people on the ad platform. A high score means the platform is confident who converted, so measurement and optimisation are more accurate.

Identifier strength, strongest first

Identifier	Strength	Note
Click ID	Strongest	Present only when the visit was recorded
Phone number	Strong	Needs a country code, digits only
Email	Strong	Must be all lowercase
Browser identifier	Medium	Lost on a device switch
Name, city, postcode	Weak	Useful as reinforcement
IP address and browser type	Weak	Nearly meaningless alone

Checklist to raise the score

Store the Click ID from the first visit, and resend it with the conversion.
Normalise phone and email before coding them.
Send several identifiers together, not just one.
Use standard one-way codes, never values your own system encrypted.
Make sure conversions are not double counted, because duplication blurs the assessment.

Frequently asked questions

What raises an EMQ score most?: Sending more valid identifiers on one event. The Click ID is strongest. After that, email and phone as one-way codes of properly normalised values. Name, city, and postcode add a little.
Why is my score low when I send plenty of data?: Usually because the format was wrong before coding, or because the values came from internal encryption rather than standard one-way codes. Data that does not match adds nothing.
Does a high score guarantee higher ROAS?: No guarantee, but a low score almost certainly lowers results. A low score means the auction learns from blurred examples, so it hunts the wrong people.

Related terms

Konektor guides

Meta EMQ

Your ad numbers are only as accurate as the data behind them

Konektor captures the Click ID and sends conversions that close on WhatsApp, over the phone, or in a shop back to the ad platform.

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