Generate your Meta match quality fix list
Event Match Quality responds to a handful of parameters, and nearly every low score traces to normalization rather than coverage — an email hashed with a capital letter produces a valid hash that matches nothing and errors nowhere. Answer eight questions and this produces the ordered list of what to fix, heaviest first, which is almost always the normalization step nobody checked.
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Generate your Meta match quality checklist
Event Match Quality responds to a small number of parameters, and almost every low score traces to normalization rather than coverage. Answer eight questions and this produces the ordered list of what to fix — heaviest first, which is nearly always the email normalization nobody checked.
Is email normalized (lowercased and trimmed) before hashing?
An email hashed with a capital letter produces a valid hash that matches nothing.
weight 5Is phone in E.164 with no punctuation before hashing?
weight 4Are you sending external_id?
A stable customer or order identifier, hashed.
weight 3Is fbc present on your server events?
It only exists if fbclid was captured on landing.
weight 4Is fbp forwarded from the browser rather than regenerated?
weight 2Have you confirmed values aren't being hashed twice?
The browser hashes, then the server hashes the hash.
weight 4Have you read the score per event rather than overall?
A healthy average can hide a Purchase event at 3.
weight 3Did you read the score over a full week rather than one day?
weight 2
EMQ checklist · what breaks
What this tool is for — EMQ checklist
- 01
Your match quality is low
And adding more parameters hasn't helped.
- 02
Attribution feels weaker than your spend
Meta can't match what it can't identify.
- 03
You want a list to hand to a developer
Rather than a general instruction to improve matching.
EMQ checklist · the fix
What you get out of it — EMQ checklist
An ordered fix list
By what actually moves the score.
A weighted score from your answers
Weights shown, so you can disagree.
A downloadable checklist
To hand over.
EMQ checklist · architecture
Why match quality stays low even when coverage is high — EMQ checklist
Coverage and quality are different things, and the difference is invisible in every dashboard.
- 1
A hash of a malformed value is still a valid hash
It processes successfully, appears in the payload, and matches nobody. Nothing anywhere reports a problem.
- 2
fbc only exists if fbclid was captured
Miss the capture on landing and every subsequent event lacks the strongest click signal Meta has.
- 3
external_id is free and usually absent
A stable customer or order identifier, hashed. It lifts matching materially and costs nothing to add.
- 4
The overall score hides the important one
A healthy average can conceal a Purchase event at 3 — and Purchase is the event that matters.
EMQ checklist · diagnose
What this tool cannot tell you — EMQ checklist
Stated up front, because a tool that implies more confidence than it has is worse than no tool. These are checks you have to run yourself.
- 01
Your actual score
That's in Events Manager, per event, over seven days. This tool builds the fix list, not the measurement.
- 02
Whether a hashed value was normalized
A hash is opaque. That's exactly why the failure is so common and why the question is worth answering honestly.
- 03
How much the score will move
Meta doesn't publish per-parameter weighting. Our weights are observation across accounts, stated as such.
- 04
Whether deduplication is working
Different problem. Use the deduplication checker.
EMQ checklist · prove
How to confirm the result — EMQ checklist
Against your own records, not against the tool's output.
Source of truth
Meta Events Manager match quality per event, over seven days
- Match quality read per event, not overall.
- Normalization verified against a real payload before hashing.
- fbc and fbp confirmed present on server events.
- The score re-read several days after each change.
- Reconciled over a fully closed window, matched per record rather than on totals.
- Re-checked after your next site release, which is when most breaks happen.
EMQ checklist · free audit
What we check in the free audit
- Your actual score
- Whether a hashed value was normalized
- How much the score will move
- Whether deduplication is working
Checked against
Meta Events Manager match quality per event, over seven days
Free30 minutesNo obligation
EMQ checklist · when not to buy
Why this isn't gated — EMQ checklist
There's no email form in front of it, and that's deliberate.
- A tool you have to pay for with your contact details is a lead form wearing a costume. If this is useful, it should be useful without a transaction.
- Everything it does runs in your browser. There is no endpoint, so there is nothing for us to collect even if we wanted to — open your network tab and check.
- It will tell you when you don't have a problem. That outcome costs us a sale and happens regularly, which is the point of publishing it rather than putting it behind a call.
- If it does find something and you'd rather fix it yourself, the reference pages on this site cover the how. Hiring us is one option, not the conclusion.
EMQ checklist · what we deliver
What it checks
Email and phone normalization
The heaviest items, because a malformed value hashes valid and matches nothing.
Double hashing
Weighted as heavily as a missing parameter, because the result is identical.
external_id, fbc and fbp
The three most commonly absent fields.
How you're reading the score
Per event and over a week, or overall on one day.
Pricing
Pick the package that fits your ad spend
Browser-side starter
$400One-time fee · lifetime ownership
If the tool found something and you'd rather not fix it yourself: we repair the root cause in your existing setup and verify it on a live conversion.
- Root cause fixed, not worked around
- Verified on a live conversion
- Reconciled against your own records
- Written handover
1st-party server-side
Recommended$800One-time fee · most popular
Removes the class of failure rather than the instance. Money events from your own records through a first-party container on your subdomain.
- First-party server container on your own subdomain
- Events from your records, not the browser
- Deduplicated on a shared event ID at every destination
- First-party cookies beyond Safari's 7-day cap
- 95%+ accuracy and 8+ Meta EMQ, guaranteed in writing
Full 1st-party stack
$1,800One-time fee · lifetime ownership
Every paid channel server-side plus the offline loop, with monitoring so the next break surfaces in days rather than at quarter end.
- Everything in 1st-party server-side
- Pinterest, Snapchat, Reddit and LinkedIn CAPI
- CRM and offline conversion loop
- Refunds and cancellations corrected wherever each platform allows it
- Monitoring on every destination
FAQ
EMQ checklist questions, answered
8 or above on your primary conversion. Below 5 means Meta is matching a minority of your events and your attribution is materially understated.
Because it's the cause of most low scores and it's free to fix. A capital letter in an email is the difference between matching and not.
No, and we say so on the page. Meta doesn't publish per-parameter weighting — these are from what we observe across accounts.
Several days. It's computed over a rolling window, so judging a change the next morning tells you nothing.
Free · 30 min
Get match quality above 8, guaranteed in writing
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