Symptom
Your Meta Event Match Quality (EMQ) panel inside Upstack Data is showing 0.0/10 across all events (Purchase, Initiate Checkout, View Content, etc.), even though events are flowing through to Meta and attribution looks normal.
You may also see a notification in Upstack reading something like:
Meta Pixel destination needs attention. Please check your Meta destination configuration.
Why This Happens
This is not a tracking problem. Events are still being sent, matched, and attributed normally inside Meta. The issue is specifically with how Upstack reads the EMQ scores back from Meta.
Upstack polls Meta's Dataset Quality API on an hourly schedule to read the current EMQ scores for each standard event on your pixel and display them in the Upstack UI. To make that call, Upstack uses the Meta access token (API key) you provided when you configured your Meta destination.
When the EMQ panel shows zeros, it means the token is valid and refreshing successfully, but it does not have the Meta permissions required to read Dataset Quality data for that pixel. Meta returns an empty/permission-denied response, and Upstack stores 0.0 as the last known score.
After two consecutive failed hourly pulls, Upstack's destination health manager flags the destination as unhealthy and fires a notification asking you to update the token.
Which permissions are missing?
Per Meta's Dataset Quality API documentation, the access token used to read EMQ data must include, at minimum:
ads_readEither
ads_managementorbusiness_management
In addition, the user (or system user) that generated the token must have the Partial access → Use events dataset permission on the pixel/dataset inside Meta Business Manager.
Tokens generated with only the basic Conversions API scope (which is enough to send events) will not be enough to read Dataset Quality metrics. This is the most common reason the EMQ panel goes to zero — especially on tokens that were generated a long time ago or generated by a user who no longer has full access to the Business Manager.
The Fix: Generate a New Token and Update the Destination
The solution is straightforward: generate a fresh Meta access token with the correct permissions and paste it into your Upstack Meta destination.
Step 1: Generate a New Access Token in Meta
Log in to Meta Events Manager
Select the pixel / dataset that is showing zeros in Upstack
Click Settings (left-hand menu inside the dataset)
Scroll to the Conversions API section
Click Generate access token
Copy the token to your clipboard — you will not be able to view it again
Important: The user generating the token must be an admin (or have full access) on the Meta Business Manager that owns the pixel. If the token is generated by a user with only partial or assigned access, it may still be missing ads_read / ads_management scopes and the EMQ panel will continue to read zero.
Step 2: Update the Token in Upstack
Log in to your Upstack Data dashboard
Go to Destinations and open your Meta (Facebook) Pixel destination
Paste the new access token into the API Key / Access Token field
Leave the Pixel ID unchanged
Click Save
Step 3: Wait for the Next Hourly Pull
Upstack queries Meta's Dataset Quality API once per hour. After saving the new token, your EMQ scores should populate on the next scheduled pull. If you don't see them update within 1–2 hours, reach out to support so we can trigger a manual refresh and verify the token permissions.
How to Confirm the Fix Worked
The EMQ panel inside Upstack should now show non-zero scores (typically 6.0–10.0/10 depending on the richness of your event data)
The "Meta Pixel destination needs attention" notification should clear
The destination health indicator should return to healthy/green
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Still seeing zeros?
If you've generated a new token from an admin account and the EMQ panel is still reading 0.0/10 after a couple of hours, contact our support team. The most common edge cases are: (1) the token was generated by a user without full Business Manager access, (2) the pixel is owned by a different Business Manager than the one the token is scoped to, or (3) your app doesn't have the Dataset Quality API feature enabled. We can diagnose all of these quickly.