What’s a GOOD match quality for “
Purchase” conversion event??Hey everyone,
Meta Ads Manager is currently showing:
Event match quality score (web): 7.7/10
I’m asking because some conversions are not attributed to any ad
Is 7.7 good or should I try to increase it?
What’s your quality score looking like?
The short answer is:
Purchase conversion event in Facebook Ads? Your Event Match Quality (EMQ) score of 7.7/10 for the Purchase event is decent but not ideal.
For a high-value, critical event like Purchase
The fact that some conversions are not attributed to any ad is a direct symptom of this score being less than perfect; it means Meta is struggling to connect the transaction on your site to a specific user and their ad exposure because the customer data (like email, phone, or name) being sent is incomplete or inconsistent.
The solution is to move beyond the standard pixel by setting up the Conversions API (CAPI) using Google Tag Manager (GTM) and a server-side tagging service like Stape.
The long answer is:
An EMQ of 7.7/10 is in the “good” range, but the goal for the Purchase
Meta calculates this score based on the quantity and quality of customer identifiers you send with the event (e.g., email address, phone number, first name, last name, and external ID).
The lower your score, the fewer events Meta can accurately match to a real user account, which directly leads to misattributed or un-attributed conversions, weaker ad optimization, and less effective retargeting.
To fix this, you need a more robust and resilient data collection method, which is why the combination of Facebook Conversions API + Google Tag Manager + a server-side tagging solution like Stape or Google Cloud Platform is an excellent and cost-effective approach.
By using server-side tracking, you use GTM on your website to capture the raw customer data from your dataLayer and then send it to a server hosted by a service like Stape, which then forwards the event data to the Conversions API.
This method is superior to the browser-based Meta Pixel alone for several reasons: it bypasses browser limitations (like ad blockers and ITP/iOS privacy features) that often strip out or limit the key customer identifiers needed for a high match quality; it gives you granular control over what data you send, allowing you to include a greater number of parameters with your Purchase
Services like Stape offer a very cheap and streamlined way to host the necessary server-side GTM container compared to setting up and maintaining your own instance on a service like Google Cloud Platform, making this sophisticated tracking method accessible to most businesses.
This setup ensures higher-quality, first-party data is sent to Meta, dramatically improving your EMQ score for Purchase
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