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Event Match Quality (EMQ) affects Meta’s ability to attribute server-side events to real users, directly impacting ad optimization.
A high EMQ means Meta can better match an event to a user profile, leading to stronger campaign performance.
To improve EMQ, include hashed PII identifiers such as email, phone number, external_id. Also include browser data like IP address and user agent. Ensure fbc/fbp cookies are captured. Aim for an EMQ score above 7 for optimal performance.