Meta Event Match Quality, checked instantly.
Check if your server-side tracking is passing the right data. See your estimated Event Match Quality (EMQ) score to lower your CPA and improve attribution.
Fix match quality forever · live in 30 minutes.
Parameters Sent
Select all the customer information parameters you currently send with your server-side events.
High Priority
Identifiers
System
Demographics
Estimated Match Quality
Poor. You are likely missing out on attributions.
Pro Tip
Passing just fbp and fbc along with an Email can jump your score by 3 full points. Ensure your server-side tracking captures first-party cookies.
How to improve your match quality.
Getting a high EMQ score requires passing more than just an email address. Here are the three pillars of high match quality.
1. Primary Identifiers
Email and phone numbers are the most powerful matching keys. Always hash them (SHA-256) before sending them server-side to stay compliant.
2. Browser Data
You must capture the `_fbp` and `_fbc` cookies during checkout and store them in your database so they can be sent with future recurring events.
3. System Context
Meta expects the exact Client IP and User Agent of the user. If you send your server's IP address instead, your match quality will tank.
Questions, answered.
Everything teams ask before switching their attribution to Stripe truth. Still curious? Talk to us.
Event Match Quality is a score out of 10 that Meta assigns to your server-side events. It measures how effectively the customer information you send (like email, IP, and click IDs) can be matched to actual Facebook users. A higher score means better attribution and cheaper conversions.
Low scores usually happen when you only send an email address without browser identifiers (like fbp or fbc), or if you send data from your backend hours after the user was active, meaning the IP address and User Agent don't match their active session.
These are first-party cookies set by the Meta Pixel on your website. To send them server-side (like when a Stripe subscription renews), you must capture them when the user signs up and store them in your database alongside the user profile.
Yes, provided you hash PII (Personally Identifiable Information) like emails and phone numbers using SHA-256 before sending it via the Conversions API. Our tool handles this hashing automatically.
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