Understand EMQ and improve your CAPI score. 7-9 is good, below 5 hurts performance.
By The Ad Spend
A 1-10 score measuring how well your conversion data matches to Meta user profiles. Higher scores mean better targeting and attribution accuracy.
Formula
Meta's match rate score (1-10)
Benchmark range
7-9 with Conversions API properly configured. 3-5 with Pixel only. Below 5 significantly limits optimization.
Why it matters
EMQ directly impacts ad performance—Meta can't optimize for conversions it can't match to users. Improve EMQ by sending more customer parameters (email, phone, name) through CAPI. Each point improvement helps targeting.
