Let me save you some pain: obsessing over a 9.3 EMQ score for purchase events is a complete waste of time. Had a client who insisted he needed that exact number to know his pixel was working. Absolutely wrong.
Your EMQ is mostly a measure of how much customer data you're sending back. By the time someone purchases, you've already got their email, name, address. The only thing nudging you from a 9 to a 9.3 is the cursed fbc (click ID).
A high score often just means you're married to Facebook ads. Congratulations, you run lots of ad spend. That's not necessarily a win. If your score is slightly lower because fewer buyers clicked a Facebook ad, that's actually healthy - it means your business isn't a one-trick pony. 20% of purchases from Facebook is better than 80%.
Want better tracking? Stop worshipping the score and do this:
- Prioritise capturing Email and Click ID - they do the heavy lifting for matching.
- If anyone tells you server-side tracking needs weeks to "adjust", they're either lying or they botched the setup. Proper setup shows strong scores within 24 hours.
- PageView scores are naturally lower (6.5-7.5) because you have less data on those users. That's normal.
- Turn on Automatic Advanced Matching in Events Manager. Simple move, boosts match rate, lowers costs.
That's it. Go forth, stop chasing unicorns.
