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Facebook: Event Match Quality (EMQ) - Configuration Guide

Claudia Melis
Claudia Melis
  • Updated

Where can I find the EMQ score?

The Event Match Quality score can be found in the Events Manager UI (on the Facebook side), after selecting the Pixel that is currently receiving CAPI events:

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Each event that is tracked via CAPI (marked as “Server” as a Connection Method) will have a particular score. By clicking on it, we’ll see a set of recommendations:

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Event Manager, by clicking an Event Name with events sent using CAPI, you will be able to access the relative EMQ score.

How do I raise the EMQ score?

Facebook recommends having a score that is 6 or higher.

The Facebook Events Manager UI is quite intuitive. You just need to hover the mouse on the little icon and check the recommendations that will be displayed in the pop-up.

It is that simple: the more fields you add to the CAPI payload, the higher the score will be.

Step-by-step configuration guide

Reaching this goal is easy, in this step-by-step guide, we will show you how.

1. Start the new Bridge configuration flow by selecting the Source and Destination integrations.

LeadsBridge can retrieve data from 400+ CRM/platforms, in this example, we used Salesforce but other good examples can be:

  • Hubspot, Zoho CRM, Pipedrive, and any other CRMs
  • Google Sheet, FTP/SFTP, CSV files, and any other miscellaneous “table” based data
  • Keap (formerly Infusionsoft), ActiveCampaige, and any other Email Marketing Software
  • Google BigQuery, MySQL, Data Warehouse, and any other database

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2. From the right navigation menu, select Connect Facebook Conversions API and the below UI will be shown. Click on Authorize to open the FBE authentication.

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The FBE (Facebook Business Extension) it’s a new way for Facebook to ask the user for all the relevant information for a specific scope (in this case, Business Manager, Ad Account, and Pixel).

3. Once authenticated through your Facebook credentials, selecting the assets that you want to authorize will allow LeadsBridge to have access to your pixel in order to push events automatically.

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4. Once done, you can specify the frequency to retrieve the data (we suggest at least each 24h) and also the Limited Data Usage.

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If you are ingesting conversions without a specific value, we suggest flagging the default conversion value to 1 and the default conversions currency to USD.

Mapping Event Name and Event Time

Important note: These fields are mandatory.

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Use case #1: mapping middle/bottom of the funnel events with sensitive information

We suggest mapping at least: Email and Phone numbers. Most of the time, this is enough to reach EMQ 6.

Syncing also any other contact information (e.g. First name, Last name, City, State, Zip, Country) will allow Facebook to perform a better match.

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Use case #2: mapping top of the funnel events without sensitive information

We suggest mapping at least: the IP Address and User Agent
This can be hard to map, in this case, Conversion API Gateway (CAPIG) can be an easy-win solution.

If you really want to sync using CAPI also top of the funnel events, you need to have one of these conditions:

  • Having already all the events in a data lake/data warehouse platform
  • Use Facebook Conversions API Gateway: the new cookieless Facebook Pixel

Having already all the events in a data lake/data warehouse platform

CRMs are not designed to store anonymous data. They are designed to store prospects (at least with one sensitive information) to become contacts (cross fingers) purchases.

Top-of-the-funnel browser events (e.g. PageView, etc) are generated each time a page is viewed by a visitor, authenticated or not. If you already have a platform where all your top-of-the-funnel data are stored, mapping with LeadsBridge is easy.

Select the platform (e.g. Segment, Google BigQuery, Snowflake) and map at least the IP Address and User Agent fields to have a good matching rate.

If you decide to map these fields, they are both mandatory.

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Use Facebook Conversions API Gateway: the new cookieless Facebook Pixel

This is a configuration option in Events Manager. It enables businesses to integrate following best practices guidance of sending events with the Facebook Pixel and the Conversions API in a redundant setup, without dedicated developer resources.

The configuration and settings require IT/tech knowledge and, once configured, all your browser events will also be sent in a server-side way, allowing your event to be cookie-resilient and future browser-updates proof.

Facebook: How the CAPI works:

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Also, in this case, as Facebook Marketing Partner, LeadsBride is able to help you to set up and maintain the architecture. If you want to have more information, feel free to reach our Sales team.

Use case #3: mapping leads’ conversions coming from Lead Ads campaigns

We suggest mapping lead id, but this won’t be enough to reach 6.0 as an EMQ score.

While everything should work well, Facebook considers as a low priority the lead_id and, as a result, the EMQ-only mapping lead id will be 3 or below. In this case, we also suggest mapping all the contact information (e.g. email, phone, first name, last name, etc).

Remember to map the lead id with the relative custom field, not with the CRM ID field.

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IMPORTANT: the lead id is not the default ID field generated by your CRM (e.g. Salesforce Lead ID, Hubspot Contact ID). It’s an additional field that Facebook Lead Ads generates for each lead coming. You can easily sync this field with your CRM always using LeadsBridge.

In order to map the field properly, you need to create a new bridge (e.g. Facebook Lead Ads to Salesforce) and define in Salesforce (or in your CRM) a new custom field to store this information (e.g. calling “Facebook Lead ID”).

What’s next

Once configured, LeadsBridge will immediately start syncing the data.

We suggest keeping monitored your pixel data and checking that the EMQ score is, at least, 6.0.
Please keep in mind that the EMQ score is calculated by checking the last 24 hours of received events so we suggest waiting at least 48 hours to make sure that everything is working well.

The History of the Bridge will help you to have better insights into the data that LeadsBridge was able to retrieve.

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