The Truth About Your EMQ Scores

One of my clients recently told me he needed a 9.3 purchase EMQ score to know his pixel was working. This is actually a common misconception in the industry. EMQ is primarily influenced by the amount of custom data you send to the pixel.

At the purchase level, you would normally have all the customer data by default. The only factor that can vary is the fbc (clickID), which represents the percentage of Facebook ads out of the total purchase count.

A score of 9.3 simply indicates you are running a significant number of Facebook ads. In fact, having 20% of your purchases from ads can be better than 80%. This means you have a more diversified and healthy business.

How EMQ Influences Your Revenue

Event Match Quality (EMQ) is Meta's scoring system for measuring how accurately they match customer data to users. Improving this score from a 4 to a 9 has a massive impact on your bottom line:

• Cost per acquisition drops by an average of 18%.

• Customer match rates increase by 24%.

• Your average ROAS improves by 22%.

• Ad spend efficiency increases by ~$2,100/month at $1,000 daily spend.

High EMQ scores help Meta’s algorithm target your audience more accurately. This reduces your customer acquisition costs while driving more sales. Each point added to your score directly improves your profitability.

Keeping Data Quality High as You Grow

EMQ scores naturally vary based on where the user is in the funnel. You should aim for specific benchmarks to ensure your tracking is healthy. When increasing ad spend, monitor these levels:

• Purchase Events: Should maintain a score of 8.8–9.3.

• AddToCart & InitiateCheckout: Should be 8.0 or higher.

• PageView: Typically ranges from 6.5 to 7.5.

Focus on score consistency over time rather than individual fluctuations. Never accept extended "adjustment periods" from your server-side tracking solution. Properly implemented server-side tracking should show strong scores within 24 hours.

The Technical Foundation of High EMQ

Meta prioritizes certain parameters to find your customers. You should focus on high-priority data at crucial touchpoints like email capture and checkout:

source: Meta documentation - About event match quality

Your tracking should process these events in real-time instead of batching them. We recommend extending the cookie life to 1 year for better data stitching. This helps the algorithm handle express checkout flows and cross-device tracking.

Server-side Implementation Best Practices

For optimal EMQ performance, your server-side tracking should:

1. Extend cookie life to 1 year for better customer data stitching

2. Enrich data with device type, location, and IP

3. Support cross-device tracking

4. Handle express checkout flows properly

5. Process data in real-time

6. Manage deduplication automatically

7. Maintain direct platform connections

What this means for your business: Choose server-side implementations that handle these technical requirements without requiring constant maintenance. Many third-party solutions often introduce delays and data loss through browser-based tracking, so look out for this.

Turn On Automatic Advanced Matching

Always enable Automatic Advanced Matching in your Meta Events Manager. This simple toggle helps attribute more conversions to your ads. It also allows you to expand the size of your custom audiences.

You can scale with confidence when these metrics remain stable while increasing spend. Focusing on data quality helps you make more money in 2026.

If you have questions, reply directly to this email as I ead every message

For Aimerce Customers

If you're using Aimerce, we automatically handle:

• Real-time event processing

• Parameter formatting and validation

• Deduplication across all events

• Express checkout tracking

• Cross-device user stitching

• Edge case optimization

You can focus on scaling your ad spend while these technical elements are managed automatically. Essentially, all the call-outs in this article have already been automated on your behalf.

Here to help you win,✌️

Yiqi