> ## 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.

# Why is my Facebook Advanced Matching score low?

> Low Meta Advanced Matching (EMQ) scores come from low traffic volume, missing or mismatched customer data parameters, and pixel technical issues — how to fix each.

**Advanced Matching** is a Meta feature that lets the pixel send additional hashed customer data (email, phone, name) alongside events, improving Meta's ability to match events to people. The match quality is surfaced as the **Event Match Quality (EMQ) score** in Events Manager.

If your score is low, these are the most common reasons:

## 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](/troubleshooting/troubleshoot-pixel-issues) first.

## Where to go next

For concrete steps to raise your score, see [Low EMQ score at destination](/troubleshooting/low-emq-score-at-destination) and [Improve Meta match quality](/use-cases/improve-meta-match-quality).

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**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.