Event Match Quality

Event Match Quality, or EMQ, is Meta's measure of how well each conversion you send can be matched to a real person. When Meta can confidently tie a purchase back to an account, it learns who actually buys from you. That is what lets the algorithm find more people like them. Higher match quality means better ad optimization and more accurate attribution. Lower match quality means Meta is partly guessing, and your ad spend works harder for less.

You will see an EMQ score in Meta Events Manager, and Zappush tracks its own estimate of the same thing so you can watch coverage on your Overview.

What raises your score

Each conversion can carry a set of signals about the shopper. The more strong signals a conversion includes, the better Meta can match it. Some signals are worth far more than others.

The signals that move the needle most:

• Email and phone are by far the strongest. A single matched email or phone number does more for your score than a fistful of weaker fields. If you capture nothing else, capture one of these.
• The click ID and the pixel cookie come next. The click ID is the tag Meta adds to your ad's URL when someone taps your ad. The pixel cookie is the identifier Meta's pixel drops in the shopper's browser. Together they tie the visit straight back to the ad click and the browser, so they are powerful even before any personal details exist.
• Your own customer ID is a strong signal too. When you pass the ID your store uses for a shopper, Meta can match it against an account it already knows.
• Name, postcode, city, state, and country each add a moderate amount. They are most useful stacked together and alongside a strong signal.
• Date of birth and gender add a little more on top.
• The shopper's IP address and browser (user agent) add a small amount and usually ride along automatically.

Match quality is cumulative. No single field is required, and the score is capped, so you do not need every signal on every event. You need enough strong ones. One email plus the click ID and pixel cookie already gets you most of the way.

Your customers' data stays private

Sensitive fields like email and phone are never sent to Meta in the clear. Zappush hashes them into a one-way scrambled value before they ever leave for Meta. The hash is enough for Meta to match against accounts it already holds, but it cannot be turned back into the original email or phone number.

So match quality improves and your customers' raw details stay private. This matters especially if you advertise in a sensitive category like Health and Wellness, where what a person bought should never be tied to a readable email leaving your systems.

How to improve it

A short, practical checklist:

• Capture an email or phone at checkout. This is the biggest lever. Even one of the two is a large step up.
• Let the pixel cookie and click ID flow through. Make sure your pixel is installed and that ad traffic reaches your pages with its click tag intact, so Zappush can pass both along.
• Pass your customer ID. If your store has a stable ID for each shopper, send it. It is a strong, durable signal that survives even when cookies do not.
• Rely on server-side delivery. When the browser pixel is blocked, these signals would normally be lost. Server-side delivery keeps them flowing from Zappush's servers, so your match quality holds up instead of collapsing the moment a browser refuses to cooperate.