Facebook EMQ Scores: Why They Matter and How to Optimize Them

If you’re running Facebook or Instagram ads, you’ve likely heard of Event Match Quality (EMQ). This metric is a cornerstone of Meta’s advertising ecosystem, directly influencing how effectively your ads reach the right people. High EMQ scores can lower customer acquisition costs, improve return on ad spend (ROAS), and ultimately drive greater profitability. Let’s break down what EMQ is, why it matters, and how to improve your score.

What Is Event Match Quality (EMQ)?

EMQ is Meta’s scoring system that evaluates how accurately your store’s customer data matches actual Facebook users. Think of it as a quality score for your data. A high EMQ score means Meta’s algorithm can identify and target your ideal customers more effectively.

For example, improving an EMQ score from 8.6 to 9.3 can lead to:

• An 18% reduction in cost per acquisition (e.g., $42 to $35).
• A 24% increase in customer match rates.
• A 22% boost in ROAS.
• More efficient ad spend, saving up to $2,100 monthly at $1,000 daily spend.

In short, better EMQ scores mean better campaign results.

Why EMQ Scores Fluctuate

Your EMQ score isn’t static; it updates in real-time, reflecting the past 24 to 48 hours of data sent via your Conversion API. Here’s what affects your score:

1. Data Completeness

The more identification parameters (e.g., email, phone number) you send, the better your score.

2. Processing Speed

Events processed in real time yield higher scores than batched or delayed data.

3. Event Accuracy

Duplication or missing events can hurt your score.

Pro Tip: Focus on consistent scores over time. Significant dips or fluctuations might signal a problem in your server-side tracking setup.

What Data Matters Most to EMQ?

Meta prioritizes specific parameters for matching users. Here’s the hierarchy of importance:

• High-Priority Parameters: Email addresses and Click IDs (fbc) are the most important for a high EMQ score. These should always be collected and transmitted whenever possible.
• Medium-Priority Parameters: Country, phone number, external IDs, and browser IDs (fbp) are also valuable for matching. These parameters should be included to enrich your dataset.
• Low-Priority Parameters: While less critical, first name, last name, city, and postal/zip codes can provide additional context and improve your score when included.

Key Takeaway

Focus on capturing high-priority parameters like email addresses and click IDs at crucial touchpoints, such as during checkout or lead form submissions.

How EMQ Scores Vary by Event Type

Not all events are equal when it comes to EMQ. Different types of events naturally have varying score ranges:

• Purchase Events: Aim for 8.8–9.3. These are most critical for optimizing ad performance.
• Add to Cart/Initiate Checkout: Target 8.0+.
• PageView: 6.5–7.5 is typical, as less data is available.

Focus First on Purchase Events

They have the highest direct impact on your profitability.

How to Improve Your EMQ Score

Boosting your EMQ score requires a combination of technical implementation and strategic data collection. Here are some actionable tips:

1. Invest in Server-Side Tracking

Properly implemented server-side tracking ensures real-time, accurate data processing. Key best practices include:

• Extend Cookie Life: Set cookies to last up to one year for better tracking.
• Enrich Data: Include device type, location, and IP to enhance data accuracy.
• Handle Express Checkout Flows: Many quick-checkout solutions can lose critical data—ensure your tracking setup supports these scenarios.
• Deduplicate Events: Prevent duplicate data from skewing your results.

For Shopify store owners, a powerful solution to streamline server-side tracking is Aimerce.ai. This platform specializes in optimizing EMQ through seamless integration, real-time data processing, and robust deduplication features.

2. Enable Automatic Advanced Matching

This setting in Meta’s Events Manager helps increase the accuracy of attributed conversions by automatically matching website visitor data to Meta users. Benefits include:

• Improved Custom Audiences: Expands the pool of users for retargeting campaigns.
• Reduced Cost-Per-Conversion: Better matching leads to more efficient campaign performance.

It’s an easy win for any advertiser.

3. Prioritize High-Quality Data

Collecting accurate and complete data at key customer touchpoints is essential. For example:

• Optimize Checkout Flows: Ensure email and phone number fields are required.
• Use Click IDs: Incorporate fbc and fbp parameters in your URLs to improve attribution.

4. Maintain Real-Time Data Processing

Real-time data processing gives Meta the freshest information, improving your EMQ score. Avoid batching data, as this can introduce delays.

Scaling Ad Spend Without Sacrificing EMQ

Scaling ad campaigns can challenge your tracking system, but with stable EMQ scores, you can confidently increase budgets. Here’s what to monitor:

1. Purchase Event EMQ

Ensure it stays in the 8.8–9.3 range.

2. Cost Per Acquisition Trends

Watch for increases that may indicate issues with targeting or data quality.

3. New vs. Returning Customers

Analyze whether your campaigns attract the right balance of new and loyal buyers.

When these metrics hold steady, scaling from $4k to $14k or beyond in monthly revenue becomes more achievable.

The Bottom Line on EMQ Scores

Event Match Quality is more than just a technical metric—it’s a direct indicator of your ad campaigns’ effectiveness. By focusing on data completeness, accuracy, and real-time processing, you can significantly improve your EMQ score and, in turn, your ad performance.

Whether you’re optimizing checkout flows, implementing server-side tracking with tools like Aimerce.ai, or enabling Automatic Advanced Matching, every improvement to your EMQ score pays dividends in lower acquisition costs, higher ROAS, and more efficient ad spend.

Source

For more information on Event Match Quality, visit the Meta Business Help Center.