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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.
  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.
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?.
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.