Skip to main content

Documentation Index

Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt

Use this file to discover all available pages before exploring further.

​
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 may still be 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

In most cases, a 0.0/10 EMQ score is a timing issue — Meta hasn’t calculated a score yet. Upstack polls Meta’s Dataset Quality API hourly to read EMQ scores and display them in the UI, and if Meta has nothing to return, Upstack shows 0.0. But a persistent 0.0/10 can also indicate a configuration problem — a missing permission on your Meta access token, a pixel ID mismatch, or events not reaching Meta at all. The accordions below cover every cause we see, ordered roughly from most to least common.

​
Possible causes

Meta does not calculate EMQ scores instantly. After you connect your Meta pixel as a destination in Upstack, it takes 24 to 48 hours for Meta to receive enough events, process them, and generate a score. During this window, EMQ will read 0.0/10 — this is normal and not a sign of a broken configuration.Fix: Wait 48 hours after connecting before troubleshooting. If events are visible in Meta Events Manager with the “Server” connection label, EMQ will populate on Meta’s schedule.
EMQ is calculated per event type, and the Purchase event is the one most people check first. If your store hasn’t had any real orders since Upstack was connected, there are no purchase events for Meta to score — so the Purchase EMQ will stay at 0.0/10.Fix: Wait for real customer orders to flow through. Test orders and draft orders generally don’t trigger the same scoring behavior as real checkouts, so don’t rely on them for EMQ evaluation.
Even when events are arriving at Meta, the scoring system needs a minimum volume before it will produce an EMQ reading. New or low-traffic stores can sit at 0.0/10 for longer than 48 hours simply because Meta doesn’t have enough data points.Fix: If server events are visible in Events Manager but EMQ is still 0.0, continue to let volume build up. Scores typically appear once a handful of events per event type have been processed.
If the Facebook Pixel ID configured in Upstack doesn’t match a valid pixel in your Meta Business Manager, events are either rejected or sent to the wrong pixel — and no EMQ score will appear for the pixel you’re watching.Fix: Verify the pixel ID in both places:
  1. In Meta Events Manager, go to Data Sources and confirm the ID of the pixel you expect to receive events.
  2. Compare it to the Pixel ID saved on your Upstack Meta destination.
  3. If the two don’t match, update the ID in Upstack and save the destination.
A 0.0/10 across every event type — with no server events visible in Events Manager — usually means events aren’t being delivered, not that scoring hasn’t happened. Common causes: the destination isn’t fully connected, the access token is invalid, or Shopify’s native Facebook integration is interfering with Upstack’s pipeline.Fix:
  1. In Events Manager, open the Overview tab and filter for Server events. If none are arriving, the issue is upstream of EMQ scoring.
  2. Confirm the Upstack Meta destination is saved, active, and not flagged as unhealthy.
  3. If Shopify’s native Facebook data sharing is enabled, disable it — Upstack handles server-side delivery with stronger identity enrichment, and running both can cause conflicts.
This is the most common configuration cause (as opposed to a timing cause). Events are flowing and attribution works normally, but Upstack can’t read EMQ scores back from Meta because the access token doesn’t have the permissions required by the Dataset Quality API.When this happens, the token is valid and refreshing successfully, but Meta returns an empty/permission-denied response to the EMQ read call 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 the “needs attention” notification.Which permissions are requiredPer Meta’s Dataset Quality API documentation, the access token used to read EMQ data must include, at minimum:
  • ads_read
  • Either ads_management or business_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 (enough to send events) will not be enough to read Dataset Quality metrics. This is especially common on tokens generated a long time ago or generated by a user who no longer has full access to the Business Manager.Fix: generate a new CAPI token and update the destination
1

Generate a new CAPI token in Meta Events Manager

  • Sign in to Meta Events Manager at business.facebook.com/events_manager.
  • In the Data Sources panel, select the pixel/dataset that is showing zeros in Upstack.
  • Click Settings in the left-hand menu inside the pixel.
  • Scroll to the Conversions API section.
  • Click Generate access token.
  • Copy the token immediately — Meta only shows it once. The token starts with EAA and is approximately 190 characters long.
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 the ads_read / ads_management scopes and the EMQ panel will continue to read zero.
2

Update the CAPI token in the Upstack dashboard

  • Sign in to Upstack Data at app.upstackdata.com.
  • Navigate to Event Destinations and open your Meta destination.
  • Paste the new token into the Conversions API token field, replacing the existing value.
  • Leave the Pixel ID unchanged (15–16 digit number, no prefix).
  • Click Update Configuration.
3

Wait for the next hourly pull and verify

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 (within 1–2 hours).After 1–2 hours, in the Upstack dashboard:
  • The EMQ panel should display non-zero scores (typically 6.0–10.0/10).
  • The Meta destination card should show Healthy with a green status indicator.
  • The “Meta Pixel destination needs attention” notification should clear.
If the scores are still 0.0/10 after 2 hours, contact 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

​
Related Articles

How to find my Upstack Data Pixel ID?
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.