Event Match Quality Dashboard (Early Access)

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.

If you have configured Conversion API (CAPI) outputs in mParticle, you can use the Event Match Quality Dashboard to:

• Review the EMQ scores for events you forward to supported partners.
• Drill into parameter-level coverage for user identifiers and attributes such as email, phone, IP address, and click IDs.
• Identify data quality gaps that may impact conversion matching and performance in supported partners.

The 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.

Supported outputs

EMQ scores are displayed for the dataset per individual event output connection.

The currently supported outputs are:

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

Support for additional CAPI partners may be added over time.

For 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.

Prerequisites

To use the EMQ Dashboard, you must:

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

Meta specific requirements

For Meta (Facebook) event outputs:

Your 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.

Ensure the following are correctly configured in the mParticle settings:

• A Meta Conversions API access token created for the correct dataset or pixel
• The matching pixel or dataset ID

The access token and pixel or dataset ID must correspond to the same dataset for EMQ scores to be retrieved.

Once configured, mParticle can retrieve and display EMQ scores for events sent to Meta via the 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 access 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 available connections. You can also search by name or pixel ID.
2. Select the output you want to view EMQ scores for, and click View Scores.

The 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.

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.

View Event Quality scores

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

The table shows:

• Event Name
• Event Match Quality score, typically reported on a scale of 0 to 10 depending on the partner

How partners calculate EMQ scores

Each 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.

View parameter coverage for an event

EMQ 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.

To view the parameter coverage, click the event in the EMQ Dashboard table.

A details panel opens showing each parameter (user identifier or attribute) and the percentage of events received that included a value for that parameter.

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.

Reported parameters vary by partner and implementation and may include:

• Email
• Click ID
• Partner ID
• Phone number
• Birthdate
• IP address
• Browser ID
• External ID
• Name fields
• Location fields

Only 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.

How to use your EMQ scores

This section provides guidance to help you move from understanding your EMQ scores to improving data quality.

Interpreting your scores

What 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.

In general:

• Higher EMQ scores indicate better coverage of identifiers needed for matching
• Lower EMQ scores may indicate missing, improperly formatted, or low-quality identifiers

Use the parameter coverage view to identify which fields most influence each event’s score.

Improve your data quality

If you observe low EMQ scores or low parameter coverage, consider the following 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
• Verify values are formatted according to partner requirements, including normalization and country codes
• Confirm hashing, encoding, and transformation rules match partner specifications

Consult partner reps and documentation for additional optimization guidance.

Common questions and issues (FAQ)

You do not see the EMQ Dashboard in navigation

If Data Platform > Event Match Quality navigation option is not available:

• The EMQ Dashboard in Early Access may not be enabled for your workspace
• Your mParticle user role may not have access to the dashboard

No options appear in the output selection dropdown

Only Facebook event outputs that include both a configured access token and a pixel/dataset ID appear.

You may see no options if:

• No Facebook event outputs to Meta CAPI exist in the workspace
• The output lacks a configured access token and pixel/dataset ID

If needed, you can set up a new Facebook Event output to Meta CAPI with a Facebook access token and the pixel ID.

No scores are displayed after selecting an output

This can occur if:

• The partner has not generated EMQ scores yet
• No recent events have been received for the dataset
• The dataset or pixel does not support EMQ
• The connection is newly created
• Events are not successfully flowing to the partner

Verify event delivery in the partner UI, such as Meta Events Manager.

Please 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.

Errors appear after clicking View Scores

In 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.

Common causes include:

• Access token is invalid/expired
• Access token is missing permissions for the partner’s EMQ API
• Mismatch between access token and configured pixel/dataset ID

To resolve, you can try to:

• Regenerate the access token with required permissions
• Update or create a connection configuration in mParticle
• Confirm the access token and pixel/dataset ID match, andthe token was created for the configured dataset

EMQ scores differ from the partner UI

If scores differ:

• Confirm the same dataset or pixel is selected
• Ensure you are comparing similar time ranges
• Verify the correct connection and dataset are selected in mParticle

mParticle displays scores exactly as returned by the partner API, so mismatches usually indicate a configuration or selection difference rather than a calculation difference.

Unsure what the parameter percentages represent

The 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.