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