Low volume of data
New or low-traffic stores naturally score low — there isn’t enough data for Meta to score matching accurately yet. This typically improves as volume grows.Incomplete data
If only a few customer parameters are sent with each event (or fields are missing for some customers), match rates suffer.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.Where to go next
For concrete steps to raise your score, see Low EMQ score at destination and Improve Meta match quality.Still stuck? Contact support@upstackdata.com with your Pixel ID and a description of the issue. We typically respond within a few hours.