What does a low Event Quality score mean for my Facebook Pixel?

Your Event Quality score shows how well Meta can match the events your store sends to real people on Facebook and Instagram — a score below the maximum means some of that data is incomplete.

Meta calls this the Event Match Quality (EMQ) score. In Meta's own Events Manager it's shown as a number from 0 to 10 for each pixel or Conversions API source (some reporting tools display the same idea as a percentage or a score out of 100). Whichever scale you see it on, it means the same thing: the further the score is below the top of the scale, the less customer information Meta received with your events, so fewer of them get matched to an actual Facebook or Instagram profile.

Why does this matter? A better match rate helps Meta attribute conversions correctly, build more accurate Custom Audiences, and optimise your ad delivery. A low score doesn't mean tracking is "broken" — events are still being recorded — but it does mean Meta has less confidence in connecting them to a person, which can weaken ad targeting and reporting.

What is Meta actually measuring?

Every event (Page View, Add to Cart, Purchase, etc.) can carry customer parameters alongside it — things like email, phone number, name, address, or Meta's own browser and click identifiers (fbp, fbc). Meta hashes and compares these against its own user data to find a match. The more of these parameters an event carries, and the more of them Meta already recognises, the higher the score for that event.

Meta recalculates this using roughly the last 48 hours of traffic, so the score can move up or down as your recent visitor mix and data completeness change — it's a rolling health check, not a one-time grade.

What causes a score below the maximum?

• Advanced Matching is turned off, so events aren't carrying hashed customer details (email, phone) that would otherwise help Meta match them.
• Conversions API (server-side tracking) isn't enabled, so you're relying only on the browser pixel — which is affected by ad blockers, Safari/iOS tracking prevention, and cookie restrictions, all of which reduce how many events Meta actually receives.
• Guest checkouts or incomplete customer information, meaning some orders simply don't have an email or phone number to send.
• Missing browser identifiers (fbp/fbc cookies) on older sessions or returning customers, especially for events like Purchase that happen well after the first visit.
• Formatting or hashing errors in the data being sent, so Meta can't read a parameter even though it's present.
• Low overall event volume, which can make the score less stable and more likely to swing between good and low.

How to improve your Event Quality score with Nabu for Facebook Pixel

1. Go to the app Homepage and find the pixel you want to improve.

2. Make sure Advanced Matching is turned on for that pixel. This sends hashed customer data (like email and phone) with your events, which is one of the biggest contributors to a higher score.
3. Make sure Conversion API is enabled for that pixel. If it isn't set up yet, follow the steps in How to get an access token of your Facebook pixel that uses Conversions API to connect it — sending events server-side, in addition to the browser pixel, fills in matches that ad blockers or browser restrictions would otherwise block.
4. Give it a little time. Since Meta recalculates the score using recent traffic, improvements typically show up within a day or two of turning these settings on.
5. To see the score itself, check your pixel in Meta Events Manager > Data Sources > [your pixel] > Overview, next to your recent events.

A perfect score isn't required. Meta generally considers scores in the middle-to-upper range of the scale to be healthy, and a small drop from the maximum rarely has a noticeable effect on ad performance by itself. Treat the score as a direction to improve in, not a pass/fail test — focus on keeping Advanced Matching and Conversions API turned on, and the score will keep trending up as your event data gets richer.

Updated on: 18/08/2026