Meta UPDATE: Event Match Quality [EMQ]

As of May 09, 2022 – Meta recently launched a new update to help improve Event Match Quality (EMQ) in Conversions API integration.

(100% rollout expected by end of June 2022).

As a reminder, EMQ indicates how effective the customer information sent via your Conversions API integration may be at matching to Meta accounts. Matched events can be used for conversion optimization, custom audiences, and measurement, so increasing EMQ may help you lower cost per action and may help improve measuring the effectiveness of your advertising with measurement products such as Conversion Lift.

The EMQ guidance was previously a score from 0-10. While this score is still available, Meta has added a new, qualitative rating that uses values such as Poor, Okay, Good, and Great. To assign a rating, Meta compares your events with the same event types sent from other advertisers in the same region. Meta recognizes that occasionally, region-specific or event-specific constraints may prevent advertisers from achieving a higher score, so by taking this new look at Event Match Quality where they compare advertisers with similar setups, they are able to provide a more accurate view of the specific event types where there is the most room for improvement.

Meta has also updated the in-product guidance with recommendations to help you achieve a better rating. Their hope is that by using the new benchmarking tool and in-product recommendations, it will be more clear where you can focus your efforts to see the most improvements, along with specific actions to help you increase your EMQ.

Additional Q&A below:

Q: What numerical score is considered ‘good’ or ‘great’?

A: Event Match Quality ratings do not directly equate to numeric scores. Instead, they serve as benchmarks to comparable advertisers’ events, based on region and event type, in order to account for influential factors like funnel stage and regional nuances in approach to privacy and data sharing.

Q: Can I still see the old score? I require greater granularity than Poor/Okay/Good/Great.

A: Advertisers seeking greater event match quality granularity than the EMQ rating can still access the numeric EMQ score via a hover card labeled “Rating breakdown” in the new EMQ experience, but this score does not compare the advertiser’s EMQ to similar events sent by advertisers in their region.

Q: How can I tell which region is considered in the EMQ rating?

A: Meta is not publishing the granularity of their regional EMQ comparisons right now.

Q: I have access to the new EMQ experience but my rating is showing as “Currently Unavailable”. Why?

A: It’s possible that there isn’t enough data across similar advertisers’ events to determine a particular event’s EMQ rating. You can still view its numeric Event Match Quality score by navigating to the hover card.

Q: What specifically goes into the benchmarks? Can I see who my EMQ scores are being compared against?

A: As with the prior EMQ, we calculate a score out of 10 based on the quality of customer information you’re sending for this event and the percentage of event instances matched to a Meta account. This score is then compared to those of other advertisers in your region sending the same type of event to determine a standardized event match quality of Poor, Okay, Good or Great. It is not possible to see who your EMQ scores are being compared against.