Start for free

Improve your Facebook EMQ Score

This guide explains how to measure, interpret, and optimize your Facebook Event Match Quality (EMQ) Score using server-side tracking with TAGGRS and Google Tag Manager (GTM). Understanding and improving your EMQ is essential for maximizing ad targeting, conversion attribution, and the overall effectiveness of your Meta campaigns in a privacy-first landscape. A high EMQ score means your server-sent customer data is accurately matched to Facebook users, enabling more precise ad delivery, stronger remarketing, and better campaign optimization.

In this guide, you'll learn the key parameters and actionable steps to boost your EMQ using best practices in data collection and GTM configuration.

Implement a comprehensive Data Layer

  1. Push all available user data (email, phone, name, address, etc.) to the data layer on key events.
  2. Use TAGGRS extensions for platforms like WooCommerce, Magento, Shopify, and PrestaShop to automate data layer population.

Create GTM variables for user data

  1. In GTM, create data layer variables for each user parameter (e.g. ecommerce.user_data.email).
  2. For hashed values, ensure hashing is done before sending to Facebook.

Include built-In GTM variables

  1. Use GTM’s built-in variables for IP address (ip_override) and user agent (user_agent).
  2. Add these to your Facebook CAPI tag’s user data section.
  1. Create 1st-party cookie variables in GTM for fbp and fbc.
  2. Add these to both web and server containers for full attribution coverage.

Configure and test Facebook CAPI tags

  1. In your server container, map all user data variables to the corresponding Facebook parameters.
  2. Use Facebook’s Test Events tool and Events Manager to verify parameter completeness and monitor EMQ scores.

Set up a custom domain for server-side tracking

  1. Use a custom subdomain for your server container to switch tracking cookies from 3rd-party to 1st-party, improving data reliability and EMQ.

Best Practices

Parameter coverage:
Always send as many relevant user parameters as possible, especially for conversion events.
‍
Hash sensitive data:
Hash emails and phone numbers before sending for privacy compliance.
‍
Monitor EMQ regularly:
Use Events Manager to track your scores and follow Facebook’s recommendations for missing parameters.
‍
Deduplication:
Use event_id to prevent duplicate conversion reporting when using both browser and server events.

Troubleshooting

Low EMQ score
Add more user parameters; check Events Manager tips
Missing parameters
Verify data layer setup and GTM variable mapping
Data not matching
Ensure consistent formatting and hashing
Cookie values missing
Confirm 1st-party cookie variables in GTM

Useful resources

How is EMQ calculated?

Meta calculates EMQ based on the quantity and quality of customer data parameters sent with each event. The score (up to 10/10) reflects how well your data—such as hashed emails, phone numbers, and browser IDs—matches Facebook’s user database.

Event Type

Typical EMQ Score

Reasoning

PageView, ViewContent

3–5/10

Limited user data at top of funnel

AddPaymentInfo, Purchase

6+/10

Richer data (email, phone, address) available post-conversion

Why EMQ matters?

Better Attribution:
High EMQ ensures conversions are correctly linked to ad interactions, improving reporting accuracy.
‍
Optimized Targeting:
More matched users means more precise audiences for retargeting and lookalike campaigns.
‍
Resilience to Privacy Changes:
As browser restrictions and privacy laws (e.g., iOS 16) limit traditional tracking, robust server-side data is essential for campaign effectiveness

Copyright © 2025 TAGGRS. All right reserved.
TABLE OF CONTENTS
Implement a comprehensive Data LayerCreate GTM variables for user dataInclude built-In GTM variablesCapture cookie parametersConfigure and test Facebook CAPI tagsSet up a custom domain for server-side trackingBest PracticesTroubleshootingUseful resources