![](\"/images/guides/platform-guide/emq-dashboard/emq-dashboard.png\")
Event Match Quality (EMQ), sometimes referred to as 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 from partners in the Event Match Quality Dashboard. These scores help you understand how well your forwarded events support attribution, optimization, and measurement use cases in partner platforms.
\nIf you have configured Conversion API (CAPI) outputs in mParticle, you can use the Event Match Quality Dashboard to:
\nThe EMQ Dashboard is a read-only, informational view. Each supported partner independently calculates its EMQ scores, and some expose them via partner APIs. mParticle does not calculate or modify the EMQ scores provided by partners. The partner provides the information shown on the dashboard.
\n\nEMQ scores are displayed for the dataset per individual event output connection.
\nThe currently supported outputs are:
\n\nSupport for additional CAPI partners may be added over time.
\nFor more information about the EMQ scores from Meta, see About Event Match Quality in Meta’s Business Help Center. mParticle retrieves EMQ scores using Meta’s Dataset Quality API.
\nTo use the EMQ Dashboard, you must:
\nFor Meta (Facebook) event outputs:
\nYour Meta Conversions API access token must have Set up with Dataset Quality API enabled. This setting is enabled by default for new tokens and is typically missing only on older tokens or if explicitly disabled. If your access token does not have this permission, you can create a new token by following Meta’s Get Started guide and update your mParticle Facebook event output configuration. For additional reference, you can also see Meta’s API docs to generate a Conversions API access token in the Meta Events Manager.
\nEnsure the following are correctly configured in the mParticle settings:
\nThe access token and pixel or dataset ID must correspond to the same dataset for EMQ scores to be retrieved.
\nOnce configured, mParticle can retrieve and display EMQ scores for events sent to Meta via the Conversions API.
\nFor step by step instructions to set up these connections, see:
\nTo access the EMQ Dashboard:
\nYou must select a specific event output connection before any event match quality scores are displayed.
\n\nThe Dashboard refreshes to display event quality information for the selected output, with the event name on the left and the event quality score on the right.
\n
If no supported outputs are available in the workspace, the dropdown is disabled, and the page displays a message indicating that at least one supported connection is required.
\nThe main table on the EMQ Dashboard displays one row per event for which the downstream partner has reported EMQ metrics.
\nThe table shows:
\nEach partner defines and calculates scores differently. Meta calculates EMQ in real time based on the presence, quality, and matching of user identifiers and attributes in events received via the Conversions API over the last 48 hours. For detailed scoring logic and recommendations, see Meta’s About Event Match Quality.
\n\nEMQ scores are influenced by user identifiers and attributes included in the forwarded events. To further understand an event’s score, you can review its parameter coverage.
\nTo view the parameter coverage, click the event in the EMQ Dashboard table.
\nA details panel opens showing each parameter (user identifier or attribute) and the percentage of events received that included a value for that parameter.
\n![](\"/images/guides/platform-guide/emq-dashboard/emq-dashboard-parameters.png\")
For example, if the details panel shows “Email: 96.7%”, then 96.7 percent of recent occurrences of that event included an email address in the payload received by the partner. This percentage does not necessarily indicate the percentage of events successfully matched by the partner.
\nReported parameters vary by partner and implementation and may include:
\nOnly parameters returned by the partner for your dataset are displayed. For Meta-specific parameter priorities, see About Event Match Quality in Meta’s Business Help Center.
\nThis section provides guidance to help you move from understanding your EMQ scores to improving data quality.
\nWhat constitutes a strong or good EMQ score depends on the partner. Always refer to partner documentation for benchmarks and recommendations. For Meta, you can see About Event Match Quality in Meta’s Business Help Center.
\nIn general:
\nUse the parameter coverage view to identify which fields most influence each event’s score.
\nIf you observe low EMQ scores or low parameter coverage, consider the following in mParticle and in your upstream implementation:
\nThe mParticle EMQ dashboard is intended to surface partner scores alongside a high-level parameter breakdown. To see a parameter-level breakdown by event name and understand your current parameter coverage, see View parameter coverage for an event.
\nTo understand what drives the score and identify improvement opportunities, consult partner documentation and reps for additional guidance. For Meta, you can find additional details and guidance directly in your Meta Events Manager, including actions Meta recommends for your dataset.
\nIf Data Platform > Event Match Quality navigation option is not available:
\nOnly Facebook event outputs that include both a configured access token and a pixel/dataset ID appear.
\nYou may see no options if:
\nIf needed, you can set up a new Facebook Event output to Meta CAPI with a Facebook access token and the pixel ID.
\nThis can occur if:
\nVerify event delivery in the partner UI, such as Meta Events Manager.
\nPlease ensure recent events are forwarded to Meta CAPI for the dataset in the Facebook event output. You can also verify event delivery in the partner UI (e.g., Meta Event Manager) directly to confirm whether events are arriving and whether any EMQ data is available for the dataset.
\nIn case of errors, mParticle displays the error message received from the partner, which may or may not suggest the root cause. Errors typically originate from the partner API and often relate to credentials. For Meta, they are centered around the access token and the pixel ID.
\nCommon causes include:
\nTo resolve, you can try to:
\nIf scores differ:
\nmParticle displays scores exactly as returned by the partner API, so mismatches usually indicate a configuration or selection difference rather than a calculation difference.
\nThe percentages indicate the share of recent events for which the partner received a value for that parameter. For Meta, this number does not always necessarily represent match success rates. See View parameter coverage for an event for details.
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