Feed Meta what it needs to find more buyers.
Meta’s algorithm is only as good as the data you feed it. Upstack Signal sends identity-resolved events through the Conversions API — so EMQ scores climb to 7.5+, match rates hit 90%, and CAC drops 15–30% in 60 days.
Perfect White Tee cut CAC 33% in 60 days. Paire cut CAC 20% in 60 days.
Trusted by DTC brands spending $50K\u2013$5M/month on Meta ads
4.9/5 on Shopify App Store
1,000+
Brands
actively running Upstack
40%+
Matched events
average signal uplift
<20 min
Setup
most brands go live
You don’t have a tracking problem. You have an identity problem.
Every day, Meta’s algorithm makes decisions about who to show your ads to. But when 65% of your conversion events can’t be matched to real users, those decisions are based on guesswork — not data. Your CAC climbs. Your ROAS looks inflated but your bank account disagrees. You scale campaigns that look good but don’t convert.
It’s not a pixel problem. It’s not a CAPI problem. Meta can’t optimize on events it can’t match to users. Without identity, the algorithm is guessing.
What’s happening
| What Meta Sees | Reality | Impact |
|---|---|---|
| 35 purchases matched | 100 purchases happened | Algorithm training on 35% of data |
| CAC looks like $85 | True CAC is $55 | Decisions based on wrong numbers |
| Campaign A “outperforming” | Campaign B drove more sales | Scaling wrong campaigns |
| “New customer” | Returning customer | Paying to acquire existing customers |
“I’m spending well into six figures a month. When you can get an edge on your competitors, it’s a big deal.”
— Johnny Hickey, CMO, Perfect White Tee
Identity-resolved events. 90%+ match rate. EMQ 7.5+.
Most CAPI solutions just move broken data from browser to server. Upstack Signal resolves identity first — so every event Meta receives can be matched to a real person.
Capture
Server-side event capture bypasses ad blockers. Every add-to-cart, checkout, and purchase is tracked. Events Meta’s pixel misses, we catch.
Resolve
Upstack’s persistent ID graph connects the same person across devices, browsers, and sessions. “Unknown visitor” becomes “returning customer.”
Signal
Enriched, identity-resolved events flow to Meta via CAPI. EMQ scores climb from 4–5 to 7.5+. The algorithm finally knows who to target.
How Data Flows
From first visit to activated signal
Reduce CAC 15–30% in 60 days.
| Metric | Without Signal | With Signal |
|---|---|---|
| Match rate | ~35% | 90%+ |
| EMQ score | 4–5 | 7.5+ |
| Attribution coverage | 35% of conversions | 90%+ |
| Algorithm training | Partial data | Complete data |
| Time to results | — | 30 days |
Perfect White Tee
−33% CAC in 60 days
8-figure brand. CAC dropped 33% in 60 days after installing Upstack Signal. Record-setting performance within 60 days.
Paire
−20% CAC in 60 days
Revenue was up 25% but spend was up 47%. After Signal, MER improved 24% and blended NET ROAS jumped 40%.
Montreal Weights
+15% ROAS in 90 days
Upstack Signal sent cleaner data to Meta, resulting in a 15% increase in overall ROAS and $55K in recovered abandonment revenue.
“We didn’t change anything. Not our creative. Not our spend. We just plugged in Upstack — and Meta started working again.”
Johnny Hickey
CMO, Perfect White Tee
While the entire DTC sphere was in panic mode about Meta being broken, Perfect White Tee was having record-setting performance.
Not all CAPI is created equal.
Basic CAPI solutions send anonymous events server-side. Signal enriches every event with resolved identity parameters before delivery.
| Parameter | What We Send | Why It Matters |
|---|---|---|
| Email address | Hashed, verified | Primary matching signal |
| Phone number | E.164 format, hashed | Strong secondary signal |
| Click ID (fbclid) | Captured at ad click | 100% match when present |
| Client IP | First-party | Network-level matching |
| User agent | Browser/device info | Device-level matching |
| Browser ID (fbp) | Meta’s first-party cookie | Session matching |
| External ID | Upstack ID | Consistent cross-session |
What is Event Match Quality (EMQ)?
Event Match Quality (EMQ) is Meta’s score (1–10) for how well your conversion events can be matched to Meta users. Most brands score 4–5. With Upstack Signal, brands consistently hit 7.5+. At that level, Meta’s algorithm has enough data to actually optimize your campaigns.
One identity layer. Every ad platform gets better data.
The same identity resolution that powers Meta CAPI also enriches Google Enhanced Conversions and TikTok Events API.
Meta Conversions API
EMQ 7.5+, 90%+ match rate, identity-resolved events
Google Enhanced Conversions
Enriched conversion data for better bidding optimization
TikTok Events API
Identity-resolved signals for TikTok’s campaign optimization
Server-side tracking is table stakes. Identity is the breakthrough.
Identity-resolved CAPI, not raw CAPI
Most CAPI solutions just move the same broken data from browser to server. Signal enriches events with resolved identity before they reach Meta.
One platform replaces two vendors
Most brands pay for a tracking tool AND an attribution tool — two contracts, two dashboards that never agree. Signal includes tracking, identity, and attribution in one platform.
Specific proof, not vague promises
We don’t say “better accuracy.” We say “EMQ 7.5+ in 30 days, CAC reduction 15–30% in 60 days.” Every claim is measurable.
Results in days, not months
Perfect White Tee saw CAC drop 33% in 60 days. Paire saw 20% CAC reduction in 60 days. Enterprise solutions take 6 months. Signal takes under 20 minutes to set up.
Signal is part of the Upstack stack.
Upstack Pixel captures events. Upstack ID resolves identity. Signal activates that identity by sending enriched events to your ad platforms.
Frequently asked questions about Signal
Stop feeding Meta broken data.
Every day without identity-resolved signals is a day of wasted ad spend. Start your free trial and see EMQ improvements in the first week.
Cancel anytime
Not ready for a trial? Book a 15-minute walkthrough or read our DTC tracking guide.