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Advanced Matching lets the pixel send hashed customer data (email, phone, name) alongside events so Meta can match them to people — Meta reports how well that works as the Event Match Quality (EMQ) score in Events Manager. Likely cause: Events are arriving at the destination but lack sufficient identity data for the platform to match them to user profiles. This directly impacts ad optimization and ROAS. Fix:
  1. In your Upstack dashboard, go to Destinations → click the destination → check the EMQ Score or match rate panel. You can cross-check the score in Meta Events Manager under your pixel’s event details.
  2. The most impactful identity fields for match quality are (in order): email, phone number, IP address, user agent, and click IDs (fbc/fbp for Meta, ttclid for TikTok).
  3. Verify that Upstack’s identity resolution is active: go to Settings → Identity and confirm Upstack ID is enabled. This automatically enriches events with resolved identity data.
  4. If your EMQ is below 6.0 on Meta:
    • Ensure your Shopify checkout collects email — this is the highest-impact field.
    • Check that Upstack’s cookie consent integration is active if you operate in the EU.
    • Enable Advanced Matching in the destination settings if available.
  5. EMQ improvements take 24–48 hours to reflect in Meta’s reporting.
Reading the EMQ score (0–10)
  • 7.0+ is considered good.
  • 9.0+ indicates strong identity matching.
  • Below 5.0 suggests missing identity parameters or a configuration issue.
If the EMQ panel shows 0.0/10 across all events, that’s a separate issue — see Why is my Meta EMQ panel showing zeros?.

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Other reasons the score is low

  • Low volume of data — New or low-traffic stores naturally score low because there isn’t enough data for Meta to score matching accurately yet. This typically improves as volume grows.
  • Mismatched data — When pixel data doesn’t match what customers enter at checkout or registration (typos, old emails, formatting differences), matches fail.
  • Data quality issues — Incorrect or inconsistent values (test orders, placeholder emails) drag the score down.
  • Technical issues — If the pixel isn’t firing correctly or events are dropped in transit, matching data never reaches Meta. Check how to troubleshoot your pixel first.
Still stuck? Contact support@upstackdata.com with your Pixel ID and a description of the issue. We typically respond within a few hours.

Identity resolution

How Upstack resolves anonymous visitors to known customers.

Conversions API Forwarding

Concrete steps to raise your Event Match Quality score.