Get EMQ From 3 To 7+
Dundas Life did it. Full identity + dedup + 1P domain. CPL dropped 67%.
CONVERSIONS API
Fix CAPI so every purchase and lead event actually matches.
You set up CAPI. EMQ is still at 3. Purchase events and lead conversions barely match to real users. Here is how to fix it.
Identity-enriched events. Browser-server deduplication. First-party domain tracking. EMQ from 3 to 7+.
WITHOUT THIS
Basic CAPI is a pipe. It doesn't fix the signal.
Thin identity, duplicate events, and third-party cookies. Meta's algorithm still struggles to match.
01
Duplicate events inflate your numbers
Browser pixel and server both fire. Meta sees two purchases. Conversion count is wrong.
02
Identity context is too thin
You send hashed email. Meta needs email + phone + fbp + fbc + external ID. Thin identity = low EMQ.
03
Signal quality degrades silently
EMQ drops from 6 to 3 over weeks. Nobody notices until ROAS tanks.
Why CustomerLabs wins here
CustomerLabs goes beyond a basic CAPI pipe by improving delivery quality, identity continuity, and downstream signal logic at the same time.
HOW IT CONNECTS
Browser + server events → deduplicated → enriched → delivered
200% increased new customers after changing the campaign objective to new customer purchase
HOW IT WORKS
Better CAPI in three steps. No migration needed.
Sits between your event sources and Meta's CAPI endpoint. Existing setup keeps working.
Connect
CustomerLabs ingests your browser and server events. No need to remove existing pixel or CAPI setup.
Deduplicate
Browser and server events are matched and deduplicated. Meta sees one clean event per action.
Enrich
Every event is enriched with the full identity profile — email, phone, fbp, fbc, external ID.
Deliver
Events sent server-side through a first-party domain. Higher trust score. Higher EMQ.
DELIVERY QUALITY
EMQ improves because the signal is better
Identity depth, deduplication, and domain trust.
Full identity on every event
Not just hashed email. Email + phone + fbp + fbc + external ID on every event.
Browser-server deduplication
One purchase, one event. No inflated counts.
First-party domain delivery
Events arrive from your domain. Meta trusts first-party signals more.
IDENTITY CONTINUITY
The conversion carries the click context
Conversions map back to the original ad click.
Click IDs persist to conversion
fbclid from the ad click is still attached when the purchase fires.
Cross-session identity
Click Tuesday. Purchase Saturday. Identity context stays across sessions.
EMQ monitoring
Track EMQ trends. Know when signal quality drops before campaigns suffer.
WHAT THIS UNLOCKS
With better CAPI quality, you can:
Higher EMQ means Meta learns from more of your conversions.
Recover From iOS Tracking Loss
Server-side signals compensate for browser loss. Campaigns learn from real conversions.
Strengthen identity
Send Custom Conversion Events
New-customer purchase, high-AOV, MQL, SQL, Closed-Won. Each as a separate server-side signal.
Set up CRM feedback
RESULTS
Results from teams that fixed CAPI delivery
Real brands. Real metrics.
Mirali scaled remarketing campaigns 3.7X using Advanced Conversions API — 1P data collection, identity enrichment, and remarketing at scale.
Read full storyScaled campaigns, reduced CPP, and increased ROAS by 37% by improving data quality.
Read full storyCustomerLabs is our Facebook game-changer. It solved issues with the traditional pixel post iOS changes. With CustomerLabs, we've improved targeting, conversion tracking, and retargeting. Custom tracking for essential data insights. Don't advertise on FB without it.
FAQ
Common questions about Conversions API
Direct answers first.
What's wrong with my current CAPI setup?
Most CAPI setups send thin identity, don't deduplicate browser+server events, and use third-party domains. EMQ stays at 3-5.
How does CustomerLabs improve EMQ?
Three things: all available identifiers on every event, browser-server deduplication, and first-party domain delivery.
Do I need to remove my existing CAPI setup?
No. CustomerLabs works alongside your current setup. Migrate gradually.
What EMQ score should I target?
7+ is good. 9+ is excellent. Most brands start at 3-5 and reach 7+ with CustomerLabs.
Does this work for Shopify CAPI?
Yes. CustomerLabs replaces or supplements Shopify's native CAPI with richer identity, deduplication, and custom events.
What's wrong with my current CAPI setup?
Most CAPI setups send thin identity, don't deduplicate browser+server events, and use third-party domains. EMQ stays at 3-5.
How does CustomerLabs improve EMQ?
Three things: all available identifiers on every event, browser-server deduplication, and first-party domain delivery.
Do I need to remove my existing CAPI setup?
No. CustomerLabs works alongside your current setup. Migrate gradually.
What EMQ score should I target?
7+ is good. 9+ is excellent. Most brands start at 3-5 and reach 7+ with CustomerLabs.
Does this work for Shopify CAPI?
Yes. CustomerLabs replaces or supplements Shopify's native CAPI with richer identity, deduplication, and custom events.
READY TO DEPLOY
EMQ at 3 means half your signals are wasted.
Identity enrichment. Deduplication. First-party domain. Book a demo.