Event Match Quality
Also called EMQ, match quality.
Meta's score for how well the customer details on your server events can be matched to Meta accounts.
Event Match Quality (EMQ) is a score out of 10 that Meta shows for each server event in Events Manager. It indicates how well the customer information on the event can match it to a Facebook or Meta account. Meta says it is available only for web events (Meta).
The score rises with the match keys you send: hashed email and phone, the fbc click id built from the fbclid, the fbp browser id, and the buyer's IP address and browser. An event with only an IP address scores low; one with a hashed email, fbc and fbp scores high.
A low score usually means the server sends fewer keys than it could, often because the click id was not saved at landing or the email was not passed to the event. See Meta Conversions API explained. Sporetag sends hashed email and phone, fbc and fbp with each event when it has them, and keeps a delivery log with Meta's answer for each send.
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