> ## 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. # EMQ (Event Match Quality) score is low or declining > Low or declining EMQ at Meta or TikTok means events lack identity data for matching. Verify identity resolution is active, prioritize email capture, and expect 24–48 hours for scores to update. **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?](/destinations/catalog/meta-capi/why-is-my-meta-emq-panel-showing-zeros-0-0-10). *** **Still stuck?** Contact [support@upstackdata.com](mailto:support@upstackdata.com) with your Pixel ID and a description of the issue. We typically respond within a few hours. ## Related guides How Upstack resolves anonymous visitors to known customers.