How to Achieve an Event Match Quality (EMQ) Close to 9.3 with Facebook Conversion API: A Complete Guide to Enricher Power-up
Boost Your Facebook Event Match Quality with Enricher Power-up
Learn how Enricher Power-up enhances Facebook Conversion API, improves Event Match Quality (EMQ), and helps deliver stronger tracking, better attribution, and more accurate ad optimization.
Running successful Facebook Ads, Instagram Ads, or TikTok Ads today requires more than simply launching campaigns. It is equally important to accurately track how users interact with your website, which pages they visit, which products they view, what they add to their cart, and ultimately who completes a purchase.
That is why Facebook Pixel and Facebook Conversion API (CAPI) have become essential components of a modern eCommerce tracking strategy.
However, even after implementing Conversion API, one common question remains:
Why does the Event Match Quality (EMQ) for Purchase events often reach 9.0–9.3, while Page View, View Content, Add to Cart, and Initiate Checkout events typically remain around 5.5–6.3?
An even more important question is:
Is it possible to increase the Event Match Quality of these events to 8.3 or even higher?
The answer is yes. In many cases, it is possible with the help of Enricher Power-up.
What Is Event Match Quality (EMQ)?
Event Match Quality (EMQ) is a score provided by Meta that measures how confidently Facebook can match an incoming event to a real user.
Simply put, the more accurate customer information Facebook receives, the higher its confidence in identifying the person behind that event.
Customer information used for matching may include:
- Full Name
- Email Address
- Phone Number
- External ID
- Browser ID
- Client IP Address
- User Agent
- Other Matching Signals
The more high-quality customer data Facebook receives, the higher the Event Match Quality becomes.
Why Is Purchase EMQ High While Other Events Have Lower Scores?
If you are already using Facebook Conversion API, you may have noticed something similar to the following:
| Event | Typical EMQ |
|---|---|
| Page View | 5.5 – 6.3 |
| View Content | 5.5 – 6.3 |
| Add to Cart | 5.8 – 6.3 |
| Initiate Checkout | 6.0 – 6.5 |
| Purchase | 9.0 – 9.3 |
The reason is straightforward.
During the checkout process, customers usually provide valuable personal information such as their name, phone number, email address, and shipping details. This gives Facebook enough information to confidently identify the user, resulting in a significantly higher Event Match Quality.
In contrast, events such as Page View, View Content, and Add to Cart usually occur before customers submit any personal information. As a result, Facebook has fewer identifiers available, leading to lower Event Match Quality scores.
Is There a Solution?
Absolutely.
One of the most effective ways to address this challenge is by using Enricher Power-up.
This technology securely stores customer information that has already been collected and intelligently reuses it across future events. As a result, Facebook receives richer customer signals, which can significantly improve Event Match Quality.
What Is Enricher Power-up?
Enricher Power-up is a server-side enhancement feature designed to maximize the effectiveness of Facebook Conversion API.
Its primary purpose is to enrich conversion events with additional customer information, allowing Facebook, TikTok, and other advertising platforms to perform much more accurate user matching.
In other words, it does not simply send events it enhances the quality of those events.
How Does Enricher Power-up Work?
Imagine a visitor lands on your eCommerce website.
They go through the following journey:
- Visit the homepage
- View a product
- Add the product to the cart
- Open the checkout page
- Enter their name
- Enter their phone number
- Enter their email address
However, instead of completing the purchase, they leave the website.
With a traditional tracking setup, this customer information is often only available for Checkout or Purchase-related events.
Enricher Power-up works differently.
It securely stores the collected customer information on the server.
Later, if the same visitor returns to the website and:
- Visits the homepage
- Views another product
- Triggers another View Content event
- Adds another item to the cart
the previously stored customer information can be retrieved through Google Tag Manager Data Layer Variables.
Just as customer information is mapped for Purchase events using Enhanced Matching, the same information can also be mapped to Page View, View Content, Add to Cart, and Initiate Checkout events.
As a result, Facebook Conversion API receives richer customer data, allowing Event Match Quality to improve significantly.
How Can Enricher Power-up Improve Event Match Quality?
In many implementations, Enricher Power-up has the potential to improve Event Match Quality for several important events.
Illustrative Event Match Quality comparison
Example comparison of common Event Match Quality before and after using Enricher Power-up.
| Event | Typical EMQ | With Enricher (Illustrative Example) |
|---|---|---|
| Page View | 6.3 | 8.3+ |
| View Content | 6.3 | 8.3+ |
| Add to Cart | 6.3 | 8.3+ |
| Initiate Checkout | 6.5 | 8.3+ |
| Purchase | 9.3 | 9.3 |
Note: The figures above are illustrative examples. Actual Event Match Quality depends on factors such as your website, the quality of customer data, your tracking implementation, and Meta’s matching capabilities.
Real Example from Meta Events Manager
The screenshot below shows an actual Meta Events Manager implementation where Event Match Quality for Page View, View Content, Add to Cart, Initiate Checkout, and other key events has been significantly improved after implementing Enricher Power-up.
Why Should You Use Facebook Pixel, Conversion API, and Enricher Together?
Today, relying solely on browser-based tracking is no longer enough.
Browser limitations, privacy restrictions, ad blockers, and cookie policies can all prevent valuable events from reaching Facebook.
Conversion API helps recover many of these lost events by sending them directly from your server.
Enricher Power-up takes this one step further by enriching those events with stronger customer identifiers.
Together, they create a much more reliable tracking ecosystem:
Facebook Pixel → Captures user interactions from the browser.
Conversion API → Sends events securely from your server.
Enricher Power-up → Enriches those events with additional customer data to improve user matching.
When all three work together, your tracking becomes significantly more accurate, reliable, and resilient.
Stape.io or BonicBD?
Two of the most well-known Enricher Power-up solutions available today are Stape.io and BonicBD.
Stape.io has become one of the industry’s leading server-side tracking platforms. However, enabling the Enricher Power-up typically requires an additional investment of around USD 100, which may be difficult for startups and small businesses.
BonicBD, on the other hand, offers a similar Enricher solution at a significantly lower cost approximately BDT 1,000 (around USD 8). This makes it an attractive option for small and medium-sized businesses in countries such as Bangladesh, India, and Pakistan that want to improve their tracking without making a large financial investment.
The right choice ultimately depends on your business size, technical requirements, and available budget.
Key Benefits of Using Enricher Power-up
- Potentially improves Event Match Quality for Page View, View Content, Add to Cart, and Initiate Checkout events.
- Enables more accurate customer matching.
- Provides stronger audience signals for advertising platforms.
- Can improve Facebook Ads optimization.
- Helps build more effective remarketing audiences.
- Strengthens Lookalike Audience quality.
- Improves attribution accuracy.
- Enhances server-side tracking performance.
- Provides stronger event signals for TikTok Ads.
- Supports better long-term data quality for advertising campaigns.
Final Thoughts
Today, relying solely on Facebook Pixel is no longer sufficient. Likewise, implementing Conversion API alone does not solve every tracking challenge.
The higher the quality of the data you send to Meta, the stronger the signals Facebook receives. Better signals enable better campaign optimization, improved audience targeting, and more reliable advertising performance.
If your goal is to achieve more accurate tracking, higher Event Match Quality, stronger audience matching, and improved long-term performance across Facebook Ads and TikTok Ads, then combining Browser-side Tracking, Server-side Conversion API, and Enricher Power-up can be an effective strategy.
FAQ: Facebook Conversion API & Enricher Power-up
1. What is a good Event Match Quality (EMQ) score?
A good Event Match Quality score depends on the event type. For Purchase events, an EMQ of 8.5 to 9.3 is considered excellent. Earlier funnel events such as Page View, View Content, and Add to Cart often score between 5 and 6 because they contain fewer customer identifiers. With proper server-side enrichment, these events can often achieve significantly higher scores.
2. Why is my Purchase Event Match Quality higher than my Page View or Add to Cart?
Purchase events usually include valuable customer information such as email address, phone number, and name. Earlier events occur before users provide this information, so Meta has fewer identifiers available for matching, resulting in a lower Event Match Quality score.
3. Can Facebook Conversion API improve Event Match Quality by itself?
Conversion API improves data reliability by sending events directly from your server, but it does not automatically maximize Event Match Quality. To achieve higher matching rates, you should also send high quality customer identifiers and use browser side tracking together with server side tracking.
4. Does Event Match Quality affect Facebook Ads performance?
Yes. A higher Event Match Quality helps Meta match more conversions to real users. This can improve campaign optimization, attribution, remarketing audiences, Lookalike Audiences, and overall advertising performance over time.
5. How can I increase Event Match Quality above 8?
The most effective methods include using Facebook Pixel with Conversion API, sending hashed customer information such as email and phone number, passing browser identifiers like fbp and fbc, including client IP address and user agent, and enriching events with previously collected first party customer data.
6. Is Enricher Power-up safe for customer data?
Yes, when implemented correctly, Enricher Power-up works with first party customer data that has already been collected by your website. Customer information should always be processed according to Meta’s requirements and applicable privacy regulations.
7. Do I still need Facebook Pixel if I already use Conversion API?
Yes. Meta recommends using both Facebook Pixel and Conversion API together. The browser pixel captures client side signals, while Conversion API sends server side events. When both are properly deduplicated, tracking becomes more accurate and resilient.
