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Meta Event Match Quality (EMQ) score measures how effectively the customer information sent with your server events matches with real Facebook accounts. An EMQ score of 8.5 to 9.5 out of 10 dramatically improves ad attribution and reduces your Cost Per Acquisition (CPA).

Key Factors that Influence Your Match Score

• Normalized & Hashed Email / Phone: Passing lowercase, whitespace-trimmed, SHA-256 hashed contact details.
• Client IP & User Agent: Sending the visitor exact client IP and HTTP User Agent headers.
• Browser Cookies (fbp & fbc): Capturing the _fbp and _fbc click ID cookies from the submission session.
• City, State, Country & Zip Code: Passing full geographical parameters from your address fields.

How GravityExtra Maximizes Match Quality Automatically

The Gravity Forms Facebook Conversion Addon takes care of all data sanitation and formatting under the hood:

• Automatic Normalization: Strips special characters from phone numbers and normalizes email strings before running SHA-256 encryption.
• Header Extraction: Automatically extracts client_ip_address and client_user_agent directly from the incoming web request.
• Cookie Detection: Automatically reads Facebook first-party cookies (_fbp and _fbc) to ensure 9.0+ match accuracy on Meta Events Manager.

Maximize your Meta ad campaign performance now. Upgrade to Gravity Forms Facebook Conversion Addon →