EMQ
EMQ (Event Match Quality) is Facebook's 1-to-10 score for how well a server-side event sent via CAPI matches a real user profile. The more complete and accurate the parameters — email, phone, fbclid/fbp, IP, user-agent — the higher the EMQ, the more accurate the attribution, and the cheaper the campaign optimization runs. For any postback-based funnel, this score is a direct read on how well the S2S setup is wired.
What drives the score
EMQ climbs with the quantity and quality of parameters that actually reach the event: fbc/fbp captured from the click, hashed email or phone when available, a correct event_id for pixel deduplication, and the real visitor's IP and user-agent for that specific action. If any of that gets dropped along the way — say, during a rotator redirect — the score falls.
Raising EMQ in a PWA funnel
Capture fbclid/fbp on first load and carry it through the entire chain to the postback without losing it on redirects or a domain switch. Never send the tracker server's own IP and user-agent to CAPI instead of the real visitor's — that tanks EMQ fast. APEX's postback setup (Keitaro to FB CAPI and others) is built to pass these parameters through correctly, taking some of the manual S2S wiring off the buyer's plate.
FAQ
- What counts as a good EMQ score?
- Facebook benchmarks it against other advertisers inside the ad account, so there's no single good number — the simple rule is the closer to the 10 ceiling, the more stable the optimization.
- Does EMQ directly change the cost per click?
- Indirectly — a low EMQ means the algorithm understands your audience worse, which hurts optimization and drives up the cost per result.
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