If you run ads on Facebook or Instagram, your campaign results depend heavily on how well Meta can match your store’s events—like purchases or add-to-cart actions—to actual users.
This is where Event Match Quality (EMQ) comes in. EMQ measures the strength of the connection between tracked events on your site and user profiles on Meta’s platforms. A higher EMQ leads to better ad optimization, more accurate conversion tracking, and stronger audience targeting.
In this guide, you’ll learn what affects EMQ, how to improve it, and how Analyzify helps merchants maintain consistently high scores.
What Impacts Event Match Quality?
Meta’s system relies on identifiable customer data—like email addresses or phone numbers—to match events with user profiles. When this data is missing, incomplete, or improperly formatted, EMQ scores drop.
Common causes of low EMQ include:
- Missing customer identifiers (email, phone, etc.)
- Relying only on browser-based tracking (Pixel) without server-side backup
- Incorrect hashing or data formatting
- Consent restrictions in GDPR/CCPA markets
- Gaps in the checkout process or manual order tracking
Each of these issues weakens Meta’s ability to accurately attribute conversions or optimize ad delivery.
How to Improve Your Meta EMQ
Here are a few proven ways to strengthen your Event Match Quality:
- Use both Pixel and Conversions API (CAPI): A hybrid tracking setup sends browser-side and server-side events, improving reliability and match rates.
- Collect more first-party customer data at checkout: Including phone numbers, names, and postal codes increases the chance of successful matches.
- Ensure proper data hashing: All identifiers must be encrypted (SHA-256) before being sent to Meta.
- Add External IDs: Unique identifiers like Shopify customer IDs can help Meta match events even when other data is missing.
- Deduplicate events correctly: Matching events sent via Pixel and CAPI avoids double counting and improves tracking accuracy.
- Respect user consent: Ensure that your tracking complies with regional privacy laws while maximizing data usage where allowed.
- Use a server-side tool designed for EMQ optimization: Not all integrations send enriched, matchable data—make sure your solution is purpose-built for this.
How Analyzify Supports Better EMQ
Analyzify is designed to help Shopify merchants maximize Event Match Quality by handling each part of the process automatically and correctly.
Enriched Server-Side Tracking
Analyzify enriches Conversions API events with available customer identifiers like:
- Email and phone
- First and last name
- Location details (ZIP code, country)
- External IDs (e.g., Shopify customer ID)
This ensures that events sent to Meta carry complete, usable data.
Hybrid Setup with Deduplication
Analyzify uses a hybrid tracking setup—firing events via both Pixel and CAPI—and automatically manages event deduplication. This allows you to benefit from both real-time browser signals and server-verified data without the risk of duplicate events.
Built-In Consent Management
For merchants operating under GDPR or CCPA regulations, Analyzify respects user consent and supports both strict and flexible consent handling options. You can ensure legal compliance without sacrificing data accuracy.
Shopify-Native Implementation
Analyzify is built specifically for Shopify’s environment, ensuring compatibility with checkout updates, Shopify Markets, multi-currency setups, and more. This results in cleaner, more consistent event data sent to Meta Ads.
Want to Learn More?
For a more in-depth explanation and step-by-step improvements, check out the full post:
