Do You Know Your Event Match Quality Score?

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In early 2026, Meta stopped delivering ad sets still using legacy detailed targeting options.

Interest stacking, behavior targeting, and exclusion layers are gone.

Operators saw the banner warning in Ads Manager, removed the flagged audiences, and considered it handled.

That's the wrong conclusion to draw from what changed.

The platform just moved the last meaningful manual lever away from the advertiser. ​Advantage+ Audience now treats any input you give as a suggestion, but the algorithm decides.

The only thing left that differentiates how well the algorithm performs on your account - compared to every other account running the same automated system - is the quality of the data flowing into it.

You usually know when you’ve outgrown your email platform.

The flows feel clunky, support takes days, open rates keep sliding.

The switch stays on the "eventually" list anyway.

You know the platform isn’t worth keeping, but migration feels like a week-long project…

• Exporting contacts• Rebuilding automations• Re-verifying domains• Hoping deliverability doesn't tank in the process

​Omnisend's own leadership team tried doing a migration manually to see what brands actually deal with. They got stuck. It was a mess.

Their takeaway was nobody should have to do this themselves. So they don't make you.

Every paid account gets a full migration handled for them. Workflows, segments, contact data. Free, done in 5 days. You don't touch it.

Once you're live, the numbers back it up.

• Brands earn $79 for every $1 spent. • Support is 24/7 with a 4-minute average response time, real people not bots. • On a $400+/month plan, you get a dedicated account expert. • 160+ integrations so your stack stays connected from day one.• 150,000+ brands. 4.8/5 on Shopify.

If you've been thinking about switching, the migration is handled.

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Your Event Match Quality score is Meta's confidence score in your tracking data. It measures how accurately the platform can match your conversion events to real users.

When a purchase happens on your site, can Meta connect that event to a specific person in its database?

The higher the score, the more accurate it will be. The lower the score, the more it estimates.

Here's the check:

Go to Events Manager. Pull the EMQ score on your Purchase event. If it's below 7, Meta is matching fewer than 70% of your conversion events to a real user.

Operators running standard Shopify setups land between 3 and 6. That's the baseline EMQ for pixel-only tracking.

At that score, the algorithm is learning from incomplete data, Advantage+ audiences are built on a weaker foundation, and lookalikes are less accurate than a competitor running an 8.5.

Two root causes cover the majority of low EMQ accounts.

No Conversions API alongside the Pixel.

When the Pixel is blocked or degraded, those conversion events are simply gone - Meta never receives them, which means it cannot match them. CAPI sends server-side. It bypasses browser restrictions entirely. Shopify has a native CAPI integration that takes under two hours to set up at zero additional cost.

Many brands set up their Pixel years ago and have never touched their tracking infrastructure since.

Not passing the hashed email and phone with purchase events.

These are the two highest-impact parameters for EMQ. Meta's matching system is email-anchored - email matches are the strongest identifiers in its database.

Adding email to purchase events typically lifts EMQ by 4 points. Adding a phone adds another 3. The data is sitting in checkout but standard setups aren't passing it.

The fix is accessible - a two-hour native integration and a checkout data parameter check.

Campaigns don't change. The data quality does.

Improving EMQ from roughly 6 to 8.5 has been shown in tracking implementations to reduce CPA by 18% and lift ROAS by 22%.

Higher EMQ means campaigns exit the learning phase faster because Meta has better data to train on and less budget burned during instability. It also allows more precise audience identification, reducing wasted impressions and lowering effective CPM.

Every day running on a score of 4 or 5 means paying the algorithm to guess instead of paying it to optimize.

When manual targeting existed, a strong media buyer could compensate for weak data quality through precise audience selection.

That option is gone. Advantage+ is making targeting decisions. The only remaining input that differentiates performance is signal quality.

Operators who have already improved their EMQ are building an advantage that compounds: better signals lead to better algorithm learning, which produces better Advantage+ performance, which lowers CPMs over time.

The gap between a brand running a 5 EMQ and one running an 8.5 will widen every month they both stay where they are.

Manual targeting ended in January, which means the competitive variables changed with it.

Data quality is now what separates performance between accounts running the same automated system. Better data compounds over time - better signals feed better learning, which improves Advantage+ performance, which lowers CPMs. Bad data compounds the same way in reverse.

Pull your EMQ score today. Check it on your Purchase event. If it's below 7, you know what to fix.

If you want a growth partner who is invested in helping you build a profitable business, someone who is going to push you to make changes that focus on profitable growth. Book a call - let’s chat.​

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Disclaimer: Thank you to Omnisend for sponsoring today's newsletter.