Each event sent through the Pixel or Conversions API can include customer information parameters — email, phone number, name, city, IP address, browser ID, and click ID — hashed where required. The more of these Meta receives, and the more accurate they are, the more events it can match to real people, and the higher the score.
Higher match quality improves attribution, gives the delivery system better optimization data, and can lower cost per result. Raising EMQ usually means sending more customer parameters through the Conversions API — especially email, phone, and the Facebook click ID — while respecting consent.
Example
A Lead event sending only IP address and browser data scores 4.2; adding hashed email, phone, and the click ID raises it to 8.1.
How Sloss Digital uses it
We audit EMQ on every account and enrich Conversions API events with the customer parameters that push match quality into the high range.