What is EMQ?

EMQ (Event Match Quality) is a metric used by the Meta platform to measure the quality of conversion event data sent from your website or app to Meta Pixel.

It assesses the accuracy, completeness, and consistency of the data. The score ranges from 0 to 10. A higher score indicates better data quality, allowing Meta's ad system to more accurately understand and optimize your ad delivery.

You could also learn more from the Meta official introduction.

How does improving EMQ benefit my ads?

Improving your EMQ score directly enhances your advertising performance:

• Increased Ad Delivery Precision: Meta's system can more reliably identify high-quality converters, enabling it to find similar potential customers more effectively.
• Reduced Advertising Costs: Minimizes budget waste caused by data inaccuracies, ensuring your spend targets users more likely to convert.
• Optimized Learning Phase: High-quality data accelerates and stabilizes the machine learning process of the ad system, helping your campaigns reach optimal performance faster.

Why Convbox can improve my EMQ?

Convbox improves your EMQ through the following core technologies:

• Transmitting High-Quality Events: Ensures event data sent to the Meta Pixel is correctly formatted and rich in information (including key attributes like event type, product details and related browse environment information).
• Cross-Environment User Identification & Behavior Sequencing: Accurately identifies the same user across different environments (e.g., website, app) and links their scattered behavioral touchpoints into a complete journey. Most crucially, attaches an accurate and consistent user identifier to most events. This helps the Meta system know precisely "who did this" which is the foundation for building reliable conversion models and improving match precision.
• Intelligent Diagnostics & Repair: Continuously monitors your data flow, automatically identifying and alerting you to common issues like data loss or misconfiguration.
• Reduction of Human Error: Simplifies the setup process, avoiding common manual errors such as incorrect code placement, omissions, or duplication.

FAQ

Why I can't see my EMQ in the Convbox interface?

Possible reasons include:

• Data Latency: Meta platform typically has a 24-48 hour delay in processing EMQ data. Newly connected or recently fixed events require time for data generation.
• Permission Issues: Ensure provided necessary token for Convbox based on this article. Alternatively, within Convbox Integration, connect a Facebook user with access to the Pixel.
• Inactive Events: The event may not have generated sufficient conversion data for Meta to calculate an EMQ score.

Why might my EMQ sometimes drop?

Short-term fluctuations in EMQ are normal and can be caused by:

• Website or App Updates: Changes in page structure, code updates, or third-party tools can temporarily affect data transmission.
• Traffic Changes: Based on our observations, drastic changes in the share of traffic and conversions coming from Meta (vs. your overall site) have a direct and noticeable impact on your score.
• External Factors: Network issues, browser privacy policy updates (e.g., ITP).

If the drop is significant or persistent, we recommend reviewing recent website traffic changes or contacting Convbox support for diagnosis.

Updated on: 29/01/2026