SignalBridgeFacebook Event Match Quality (EMQ) Guide
Understand what EMQ is, why it matters, and how server-side tracking can improve your score from Poor to Great.
What is Event Match Quality?
Event Match Quality (EMQ) is Meta's scoring system (1–10) that measures how well your conversion events can be matched back to Facebook users. Higher EMQ means better ad optimization, lower CPA, and more accurate attribution.
Poor (1–3)
Pixel-only, no advanced matching. Meta can't match most events. Your CPA is inflated.
OK (4–6)
Pixel + some matching parameters. Decent but leaving performance on the table.
Great (7–10)
Server-side CAPI + advanced matching. Meta can match most events. Lowest possible CPA.
EMQ Parameters: Pixel vs Server-Side
| Parameter | Impact | Pixel Capture | Server-Side Capture |
|---|---|---|---|
| Email Address (em) | High | Rare — only on forms | Always — from order/lead data |
| Phone Number (ph) | High | Rare | Always — from order data |
| First Name (fn) | Medium | Rare | Always — from order data |
| Last Name (ln) | Medium | Rare | Always — from order data |
| City (ct) | Medium | Never | Always — from shipping data |
| State (st) | Medium | Never | Always — from shipping data |
| Zip Code (zp) | Medium | Never | Always — from shipping data |
| Country (country) | Medium | Never | Always — from IP/shipping |
| External ID (external_id) | High | Sometimes — fbp cookie | Always — persistent user ID |
| Click ID (fbc) | High | Sometimes — if not blocked | Always — captured server-side |
| Browser ID (fbp) | Medium | Sometimes — if not blocked | Always — first-party cookie |
| IP Address | Medium | Yes | Yes |
| User Agent | Low | Yes | Yes |
Improve Your EMQ Score Today
SignalBridge automatically sends all available matching parameters via server-side CAPI, including email, phone, name, and address data — all SHA-256 hashed for privacy compliance.
Start Free Trial