Meta CAPI EMQ Predictor

User-data fields

Tick every field you actually pass to Meta on Purchase events. Ranked by EMQ contribution.

• External ID (your customer ID, hashed)

  +18

  The strongest match signal Meta accepts when paired with email.

• Hashed email (em)

  +22

  Lower-cased, trimmed, SHA-256. The single most impactful field.

• Hashed phone (ph)

  +16

  E.164 format (+countrycode), digits only, then SHA-256.

• Click ID (fbc cookie)

  +12

  Captured from fbclid; required for click-based attribution.

• Browser ID (fbp cookie)

  +8

  Persistent first-party cookie. Always send if available.

• Client IP address

  +6

  Server-side: read from request headers, never from JS.

• Client user agent

  +5

  Pair with IP — these two together let Meta de-duplicate.

• Hashed first name (fn)

  +4

  Lower-cased, trimmed, accents removed.

• Hashed last name (ln)

  +4

  Same normalization as first name.

• Hashed city (ct)

  +2

  Lower-cased, no spaces, no punctuation.

• Hashed ZIP / postcode (zp)

  +2

  First 5 digits for US, full code elsewhere.

• Hashed country code (country)

  +1

  ISO-2 lowercase (e.g. us, gb).

Implementation quality

• Browser pixel + CAPI deduplication via event_id

  +12

  Without deduplication, Meta sees double events and EMQ collapses. event_id must match between pixel and CAPI.

• Events sent within 5 minutes of action

  +8

  Stale events (> 1 hour) are penalized in EMQ scoring.