Emq Articles

How Meta's Algorithm Actually Uses Your CAPI Data (And Why Quality Matters)

Inside Meta's ad algorithm: how it processes CAPI conversion data, why Event Match Quality determines your CPA, and what happens when you send incomplete or polluted signals.

What is Event Match Quality? Why It Decides Your Ad Performance

Event Match Quality (EMQ) is Meta's hidden scoring system that determines whether your conversion data actually improves ad delivery. Learn what EMQ measures, why a low score silently destroys your ROAS, and the data points that move the needle.

How to Improve Facebook Ad Performance with Better Data

Learn how data quality directly impacts your Facebook ad costs and conversions. Practical steps to fix tracking gaps, improve Event Match Quality, and give Meta's algorithm the data it needs to lower your CPA.

How to Audit Your Tracking Setup (Checklist for E-Commerce)

A 20-point tracking audit checklist for e-commerce stores. Diagnose pixel issues, verify server-side tracking, check EMQ scores, validate deduplication, and fix data quality problems before they cost you money.

Bot Traffic in Google Ads: How It Wastes Your Ad Spend (2026 Data)

How bots waste Google Ads spend and corrupt conversion data, what Google credits back, and how to measure your own exposure with server-side filtering.