Event Match Quality (EMQ) is Meta’s 0–10 score for how well conversion events link to the right ad interactions. Higher EMQ means Meta’s algorithm gets clearer signal — lower cost per acquisition, better audience optimization, and more reliable ROAS reporting. Why it matters: Meta rewards high-EMQ events with improved attribution and campaign optimization. Events with weak or missing match keys (email, phone, click IDs) receive low scores. Ad blockers and iOS privacy limits often block browser-side pixels before they fire, so many conversion events arrive at Meta with minimal match data. Upstack improves EMQ by sending server-side events via the Conversions API, enriched with identity resolution. Every event carries hashed email (Documentation Index
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em), hashed phone (ph), fbclid, fbp, and other match keys whenever Upstack ID has resolved the visitor — even for events that fired when the visitor was still anonymous (session stitching attaches identity retroactively).
How to set this up
Install on Shopify
Install the Upstack Pixel on your store to capture events.
Connect Meta CAPI
Configure the Meta Conversions API destination.
Identity Resolution
Understand how Upstack ID enriches events with match keys.