> ## 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.

# Improve Meta CAPI Match Quality

> Send identity-enriched server-side events to Meta Conversions API for higher Event Match Quality scores.

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 (`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).

<Tip>
  Merchants using Upstack Signal typically see 20–35% higher EMQ compared to browser-only pixel implementations.
</Tip>

## How to set this up

<CardGroup cols={2}>
  <Card title="Install on Shopify" icon="rocket" href="/get-started/install-on-shopify">
    Install the Upstack Pixel on your store to capture events.
  </Card>

  <Card title="Connect Meta CAPI" icon="meta" href="/destinations/meta-capi">
    Configure the Meta Conversions API destination.
  </Card>

  <Card title="Identity Resolution" icon="fingerprint" href="/pixel/identity-resolution">
    Understand how Upstack ID enriches events with match keys.
  </Card>
</CardGroup>

## Related Articles

<CardGroup cols={2}>
  <Card title="Complete Facebook/Meta Onboarding Guide" href="/guides/facebook-ads/complete-how-to-guide-for-onboarding-facebook-meta-in-upstack-data" />

  <Card title="Conversion API Forwarding" href="/concepts/conversion-api-forwarding" />

  <Card title="Resolve Visitor Identities" href="/use-cases/resolve-visitor-identities" />

  <Card title="Send to Multiple Platforms" href="/use-cases/send-to-multiple-platforms" />
</CardGroup>