Event Match Quality (EMQ)
Event Match Quality (EMQ) is Meta’s score, out of 10, of how effective the customer information sent with a server event may be at matching that event to a Meta account. It is shown in Meta Events Manager and measures matching, not the quality of a lead.
Also written: EMQ, Event Match Quality, event match quality, match quality, event match score, EMQ score, Meta EMQ, качество сопоставления событий, moslik sifati
How is EMQ calculated?
According to Meta’s documentation, the score comes from three things: which customer information parameters arrive with the event, their quality, and the share of event instances matched to a Meta account. It is calculated in real time.
What raises EMQ?
Meta’s advice: sending additional customer information parameters may help increase EMQ. From Meta’s list, these are the keys a business working with leads needs:
| Key | Meta parameter | How it is sent |
|---|---|---|
| Phone | ph | SHA-256 hash; the number with its country code, no symbols |
em | SHA-256 hash | |
| Meta lead ID | lead_id | Not hashed; the 15–17-digit ID of a lead from a lead form |
| Click ID | fbc | Not hashed; from the _fbc cookie on the website |
| Browser ID | fbp | Not hashed; from the _fbp cookie on the website |
This is what CAPI Platform sends to Meta: hashes of the phone and e-mail, the Meta lead ID, _fbc and _fbp, and a hashed internal ID. No name is sent.
Example: one phone number and 2,103 leads
Meta’s requirement: before hashing, symbols and leading zeros are removed from the number and the country code is added. If a CRM holds a number as “90 123 45 67”, CAPI Platform turns it into 998901234567 (998 is added to a nine-digit number) and only then hashes it. Meta’s documentation says a number without a country code is not used for matching.
For leads from lead forms, Meta asks first for the lead ID; without it, for a click ID, phone or e-mail. Across two projects CAPI Platform has delivered 2,103 lead-form leads into the CRM (as of 8 October 2026). The platform holds their IDs: when a lead becomes qualified or a sale, the event goes out with that ID.
FAQ
Where do I see EMQ?
In Meta Events Manager, next to the web events that arrive through the Conversions API. CAPI Platform does not show EMQ: its event log shows the status of each signal — queued, sent, failed or skipped.
Which key matters if I work with lead forms?
The Meta lead ID — a 15–17-digit number Meta gives every lead-form submission. Meta’s documentation asks you to store it in the CRM. When CAPI Platform delivers the lead into the CRM, the ID stays with the platform, and the CRM’s outcome goes back to Meta with that ID.
What if a lead has no key at all?
If there is no phone, no e-mail, no Meta lead ID and no fbclid, CAPI Platform does not send the event and shows the reason in the event log: Meta could not tie such an event to anyone anyway.
Related terms and pages
- Conversions API (CAPI)The Conversions API (CAPI) is Meta’s server-side interface: a business sends events from its website or CRM — a lead, a qualified lead, a sale — straight from a server to Meta, with no browser involved. Meta uses these signals to measure and optimise Facebook and Instagram ads.
- Meta Pixel (Facebook Pixel)The Meta Pixel (formerly the Facebook Pixel) is a piece of JavaScript placed on a website’s pages: it runs in the visitor’s browser and sends what happens on the site — a page view, a button click, a form submission — to Meta as events. What happens off the site, the Pixel does not see.
- Lead form (Meta instant form)A lead form (Meta instant form) is a request form that opens inside a Facebook or Instagram ad: a person leaves a name, a phone number and answers to questions without visiting a website. Meta stores every submission under its own lead ID.
- Attribution (tying a lead to its ad)Attribution is tying a lead or a sale to the ad that brought it: the campaign, the ad set and the ad. Without it, spend sits in the ad account, sales sit in the CRM, and nobody can see which creative brings in money.
- Conversions APIWhat the Meta Conversions API (CAPI) is, how it differs from the Pixel, and how qualified leads and sales from a CRM reach Facebook and Instagram. With numbers.
- Conversions API without a website: CAPI for lead forms and a CRMNo website, only lead forms and a CRM? The Conversions API still works: the Meta lead ID is the key, the CRM stage is the signal. Meta’s requirements, the steps and the timing.
- Meta Pixel vs Conversions API: what’s the difference, and do you need both?The Pixel sees actions on a website; the Conversions API sends the sale from the CRM. A comparison table, one driving school’s week in numbers, and the steps to add CAPI when you have a CRM.
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