Why matching decides measurement
When your pixel or Conversions API fires an event, Meta tries to match it to a user using the parameters you pass, email, phone, name, IP, and more. The more clean, hashed parameters you send, the higher the EMQ and the more events Meta can attribute.
How to raise it
Send more customer-information parameters (hashed), deploy the Conversions API alongside the pixel with deduplication, and keep the data clean. Low EMQ is a quiet cause of under-reported conversions and weaker delivery, the Meta equivalent of the measurement gaps that mislead attribution.
Common questions
What is a good Event Match Quality score?
Meta rates EMQ from poor to great; higher is better. Aim to raise it by sending more clean, hashed customer parameters, though the exact score depends on your data and industry.
How do you improve Event Match Quality?
Send additional hashed customer-information parameters with each event, run the Conversions API with the pixel using deduplication, and keep the underlying data accurate and complete.