When checking your Facebook (Meta) event data, you may notice two common concerns:
Lower Event Match Quality (EMQ) scores, especially for non-purchase events
Missing MBB cookies (fbp / fbc) in certain events
This article explains why this happens, why it is expected, and why it does not negatively impact your tracking when using Trackify.
Understanding Event Match Quality (EMQ)
Event Match Quality is a Meta-generated score (from 0 to 10) that reflects how well an event can be matched to a real Facebook user.
It is important to understand that:
EMQ is calculated by Meta, not by Trackify
It depends entirely on how many valid user identifiers exist at the moment the event fires
A lower EMQ does not mean your tracking is broken
In simple terms:
More real user data = higher match quality
Why MBB Cookies (fbp / fbc) Are Sometimes Missing
What are MBB cookies?
fbp (Facebook Browser ID)
fbc (Facebook Click ID)
These are browser cookies created only by Facebook.
They are set when:
A user clicks a Facebook ad
A user is logged into Facebook in their browser
Why Trackify Cannot Always Send Them
fbp / fbc cookies may be missing if the user:
Is not logged into Facebook
Did not click a Facebook ad
Has cleared browser cookies
Is browsing in incognito/private mode
Is using a browser or device with tracking restrictions
📌 Important:
Trackify does not create, control, or force these cookies.
The app simply sends them when they exist.
If Facebook never stored those cookies in the user’s browser, no app can send them.
Why Purchase Events Have Higher Event Match Quality
Purchase events occur after the customer completes checkout, which means significantly more data is available.
Typical identifiers available for Purchase events include:
Email address (hashed)
Phone number (hashed)
First and last name
Billing address
City, state, country, ZIP code
IP address
User agent
Order value and currency
Because these identifiers are strong, real, and user-provided, Meta can match Purchase events much more accurately.
✅ This is why Purchase EMQ scores are usually 7 – 9.5, sometimes higher.
Why Non-Purchase Events Have Lower Event Match Quality
Events such as:
View Content
Add to Cart
Initiate Checkout
occur before users provide personal details.
At this stage, Trackify can usually send only:
IP address
User agent
fbp / fbc (if available)
Browser or session identifiers
Most users have not yet shared:
Email
Phone number
Name
Address
As a result, Meta has fewer signals to match — and the EMQ score is naturally lower.
This is expected behavior, not a limitation.
Typical Event Match Quality Ranges (What You Should Expect)
Event Type | Typical EMQ Range | Why |
Purchase | 7 – 9.5 | Rich customer data |
Initiate Checkout | 5 – 8 | Partial identifiers |
Add to Cart | 4 – 7 | Mostly technical signals |
View Content | 4 – 7 | Minimal user data |
These values vary by audience, region, device, and user behavior.
Why Event Match Quality Cannot Be 10/10 for All Events
A perfect 10/10 EMQ score would require every advanced matching parameter to be present.
Some parameters are simply not available for most users during early events, such as:
Email address
Phone number
Date of birth
Gender
Full postal address
Because this data does not exist yet, it cannot be sent truthfully.
About Tools That Show “10/10 for Every Event”
Some tools artificially inflate EMQ scores by:
Sending placeholder or generic values
Reusing unrelated user data
Manually populating missing parameters
⚠️ While this may make the dashboard look better, it does not improve real tracking.
In fact, sending inaccurate or fabricated data can:
Reduce attribution accuracy
Confuse Meta’s optimization algorithm
Negatively impact ad delivery over time
A higher EMQ score only matters if the data is real and accurate.
How Trackify Handles Event Matching (Best Practice)
Trackify follows Meta’s recommended standards:
Sends all available browser-side and server-side parameters
Uses only real customer data
Never fabricates, guesses, or injects false identifiers
Prioritizes long-term tracking accuracy over cosmetic scores
This ensures:
Reliable attribution
Better ad optimization
Policy-safe implementation
If you have any questions or concerns, please feel free to reach out to us via live chat or email. We are here to help!