Event Match Quality (EMQ) is a score provided by Meta that measures how well the actions happening on your website (the “events” like purchases, sign-ups, or cart additions) can be matched to real people on Facebook and Instagram.
Essentially, a higher EMQ means Meta knows with greater confidence exactly who took each action on your site. This is incredibly important for ad targeting and attribution: if Meta can reliably identify the customers behind each conversion, your ads can be delivered more efficiently to lookalike audiences who are more likely to convert.
EMQ is determined by the quality and completeness of customer data sent along with each event. When your website only provides limited or anonymous data, EMQ remains low, reducing Meta’s confidence and limiting the effectiveness of your ads.
This is where Instant makes a difference.
By enriching event data with customer identifiers, Instant ensures that each event sent to Meta is packed with information that boosts Meta’s ability to accurately match web visitors to their profiles on its platforms.
When Instant is active, you’ll typically notice EMQ scores increase in your Meta Events Manager. This improvement results from the added data depth and reliability, allowing Meta to attribute conversions more precisely and target ads with greater efficiency.
Higher EMQ ultimately means your campaigns are reaching more relevant audiences, driving down wasted spend and increasing your campaign’s return on investment.