Event Match Quality Dashboard (Early Access)

Event Match Quality (EMQ), sometimes called Event Quality Score (EQS), indicates how effectively conversion events forwarded from mParticle to a downstream partner are matched to users in that partner’s system. mParticle surfaces these scores in the Event Match Quality Dashboard.

You can use the Event Match Quality Dashboard to:

• Review the scores for each event you forward to supported partners.
• Drill into parameter level coverage for user identifiers and attributes such as email, phone, IP address, and device identifiers.
• Identify data quality gaps that affect conversion attribution and optimization in supported partners.

The EMQ Dashboard is an informational, read only page. Each supported partner calculates EMQ scores and provides them to mParticle through their own API. mParticle does not calculate or modify the EMQ scores provided by partners. The information shown on the screen is exactly how it’s provided by the partner.

Supported outputs

EMQ scores are exposed per individual event output connection.

The currently supported outputs are:

• Meta (Facebook) Events
• Meta (Facebook) Offline Conversions

Support for additional partners may be added over time.

For more information about the EMQ scores provided by Meta, read About Event Match Quality in Meta’s Business Help Center. mParticle uses Meta’s Dataset Quality API to retrieve Meta’s EMQ scores.

Prerequisites

To use the EMQ Dashboard, you must:

• Configure at least one supported downstream event output connection in mParticle.
• Authenticate that connection using credentials that include access to the partner’s dataset and event quality APIs.

For the currently supported Meta outputs:

Your output configuration must have been created using a Conversions API access token with the Set up with Dataset Quality API setting enabled in Meta. This setting is usually enabled by default, so your access token will be missing it only if you opted out or it’s an old token. If your access token was not created with this setting, follow the instructions in Meta’s (Facebook) documentation: Generate a Conversions API access token in the Meta Events Manager and configure that for your event output.

Once your Meta outputs have been configured to use a Conversions API access token that includes access to the Dataset Quality API, mParticle can retrieve and display EMQ scores when events are sent for those Meta datasets to Meta’s Conversions API.

For step by step instructions to set up these connections, see:

• Meta (Facebook) Events integration guide
• Meta (Facebook) Offline Conversions integration guide

Access the Event Match Quality Dashboard

To view the EMQ Dashboard:

1. Sign in to your mParticle account.
2. Using the left-hand navigation, go to Data Platform > Event Match Quality.

Select a connection

You must select a specific event output connection before any event match quality scores are displayed.

1. Click the dropdown menu labeled Select Event Output Connection to view a list of all event output connections. You can search for a specific connection name, or filter by data input and data environment to narrow the results shown.
2. Select the connection you want to view EMQ scores for, and click View Scores.

The EMQ Dashboard will refresh, displaying event quality information for the selected connection, with the event name listed on the left and the event quality score on the right.

If no supported connections are available in the current workspace, the connection selector is disabled and the page displays messaging explaining that the EMQ Dashboard requires at least one supported downstream connection.

View Event Quality scores

The main table on the EMQ Dashboard shows one row per event that the downstream partner has reported EMQ metrics for.

The table provides two pieces of information:

• The event name
• The Event Match Quality score, typically provided as a numeric value out of 10, depending on the downstream partner.

How partners calculate EMQ scores

Each partner defines and calculates scores differently. Meta calculates EMQ in real time based on the presence and quality of user identifiers and attributes in events sent through the Conversions API over the past 48 hours. For more details on how EMQ scores are calculated, read About Event Match Quality in Meta’s Business Help Center.

View parameter coverage for an event

EMQ scores are based on the user identifiers and attributes included with each forwarded event. To further understand the EMQ score for a specific event, you can view its parameter coverage.

To view the parameter coverage for a specific event: click the event in the EMQ Dashboard you want to view parameter coverage for.

A details panel will appear, listing each parameter (either a user identifier or attribute) and its coverage as a percentage. The coverage indicates, for the selected event, what percentage of events sent to the partner include each listed parameter.

For example, if the details panel shows: “Email: 96.7%” then 96.7 percent of the selected event’s occurrences include an email address in the payload that was sent to the partner. The coverage percentage does not indicate the percentage of identifiers that were matched in the partner’s system.

The parameters shown depend on the partner and on your mParticle implementation. Partners may report coverage for identifiers and attributes, including, but not limited to:

• Email
• Phone number
• IP address
• Browser or device identifiers
• Click ID or other campaign identifiers
• External ID
• Name fields
• Location fields
• Date of birth

mParticle surfaces only the parameters that the partner has returned for your dataset.

How to use your EMQ scores

This section combines best practices, common questions, and troubleshooting guidance so that you can move from “What is my EMQ score” to “What should I do next”.

Interpreting your scores

Because scales are partner specific, what counts as a “good” EMQ score depends on the partner. Please consult partner documentation such as this for Meta for details. In general:

• Higher EMQ scores indicate that more events include the identifiers that the partner needs in order to match events to people
• Lower EMQ scores could suggest missing or not matching identifiers, which can reduce audience reach and campaign performance

Scores often differ by event:

• Purchase or conversion events tend to include more identifiers and may achieve higher EMQ scores
• Upper funnel events, such as page views or content views, often include fewer identifiers and may have lower EMQ scores

Use the identifier coverage view to understand which identifiers are driving each event’s score.

Improve your data quality

If you see low EMQ scores or low coverage for specific parameters, consider the following steps in mParticle and in your upstream implementation:

• Ensure that important identifiers such as email, phone, or external IDs are present in your data flows and mapped correctly to the partner fields
• Validate that values are formatted as the partner expects, including casing, country codes, and other normalization rules
• Confirm that hashing, encoding, and other transformation rules match partner requirements

Common questions and issues

You don’t see the EMQ Dashboard in the mParticle navigation

This could be due to two reasons:

• The EMQ Dashboard is in Early Access, and has not yet been enabled for your workspace.
• Your mParticle user role does not include access to the EMQ Dashboard.

You see the EMQ Dashboard but no scores after selecting a connection

A connection can appear in the selector but show no scores for several reasons:

• The partner does not expose EMQ for that dataset or pixel.
• The connection is new and the partner has not yet calculated any EMQ scores.
• Events are not successfully flowing to the partner, so the partner has no data to score.

Check the partner’s UI to confirm that events are arriving and that EMQ data is available for the dataset.

You see permission or credential errors

If the credentials used by a connection cannot access the partner’s EMQ APIs, you may see errors when you select that connection.
Common causes include:

• Your partner account does not have access to EMQ metrics.
• The access token or app credentials configured on the connection are invalid, expired, or missing required scopes

To resolve:

• Re authenticate or update your credentials in the partner UI
• Regenerate tokens with the required permissions
• Update the corresponding credentials in your mParticle integration configuration

Scores in mParticle do not match what you see in the partner UI

If EMQ scores differ between mParticle and the partner UI:

• Verify that you are looking at the same dataset or pixel
• Make sure that you are using the same time range in the partner’s UI
• Confirm that the connection in mParticle is configured with the correct dataset or pixel ID

mParticle surfaces whatever the partner API returns, so mismatches usually indicate a configuration or selection difference rather than a calculation difference.