Facebook CAPI Event Match Quality

Event Match Quality (EMQ) measures how well Facebook can match your conversion events to real users. A higher EMQ score (80%+) significantly improves your ad optimization, reduces your CPA, and unlocks better audience targeting.

ClickerVolt delivers industry-leading EMQ through 15-signal Advanced Matching, comprehensive PII capture from multiple sources, automatic FB Pixel enrichment, and server-side CAPI integration.

15-Signal Advanced Matching

ClickerVolt sends the maximum possible user signals to Facebook, far exceeding what most trackers provide:

Identity Signals

• Email (em) - Normalized and SHA-256 hashed

• Phone (ph) - E.164 format with country prefix, hashed

• First Name (fn) - Lowercased, punctuation removed, hashed

• Last Name (ln) - Lowercased, punctuation removed, hashed

• Date of Birth (db) - YYYYMMDD format, hashed

• Gender (ge) - Normalized to m/f, hashed

Geographic Signals

• City (ct) - From visitor telemetry, lowercased, hashed

• State/Region (st) - 2-char code from IP geolocation, hashed

• Zip/Postal Code (zp) - Country-aware normalization, hashed

• Country (country) - 2-letter ISO code, hashed

Attribution Signals

• Facebook Click ID (fbc) - Formatted as fb.1.{timestamp}.{fbclid}

• Facebook Browser ID (fbp) - Captured from _fbp cookie, NOT hashed

• External ID (external_id) - Unique userId_visitorId, hashed

Technical Signals

• Client IP Address - For geographic matching

• Client User-Agent - For device fingerprinting

Comprehensive PII Capture

ClickerVolt captures PII from every possible source throughout the user journey:

Form Data Detection

• Email addresses automatically detected from form submissions

• First and last names extracted from form fields

• Phone numbers captured with intelligent field detection

• Date of birth and gender fields recognized

• Works on any form - no special markup required

URL Parameters

• PII passed in tracking URLs is automatically extracted

• Supports standard parameter names (email, phone, fname, lname)

• Also detects common variations (contact_email, first_name, etc.)

Server-to-Server Payloads

• ClickBank IPN: Customer details extracted from transaction data

• JVZoo IPN: Buyer information captured automatically

• WarriorPlus IPN: Purchase data with full customer PII

• Any S2S postback: PII fields extracted from conversion payloads

cvIdentify API

For custom integrations, programmatically attach identity data at any point in the funnel.

Dual-Path Integration: Pixel + CAPI

ClickerVolt sends your data through BOTH paths for maximum match rates and redundancy:

Automatic FB Pixel Enrichment

When you use our Universal JavaScript on your landing pages, ClickerVolt automatically injects all captured PII into your Facebook Pixel. This includes:

• All identity signals (email, phone, names, dob, gender)

• All geographic signals (city, region, zip, country)

• Attribution signals (fbc, fbp, external_id)

• Data is pre-hashed per Facebook specs before injection

This means your browser-side Pixel events are fully enriched without any manual configuration.

Server-Side CAPI

Simultaneously, ClickerVolt sends the same comprehensive data through the Conversions API:

• Bypasses ad blockers that might block the Pixel

• Includes server-only signals like IP address

• Provides a redundant path for critical conversion data

• Event deduplication prevents double-counting

Result: Your conversions are sent through both Pixel and CAPI with full PII enrichment - the gold standard for EMQ optimization.

Cross-Device Attribution

ClickerVolt maintains complete user identity across device switches. When a visitor clicks your ad on mobile but converts on desktop days later:

1. Original click data (fbclid, UTMs, geo) captured at first visit

2. All PII captured from forms, URLs, or S2S payloads stored in visitor profile

3. Browser ID (fbp) linked to visitor identity via email mapping

4. On conversion, ALL signals from their entire journey are restored and sent to Facebook

Result: Facebook receives the complete picture of every user journey, even across multiple devices and sessions spanning days or weeks.

Automatic Data Normalization

Facebook requires specific data formats for matching. ClickerVolt automatically normalizes all PII per Facebook's specifications before SHA-256 hashing:

• Emails: lowercase, trimmed

• Phone numbers: digits only, country prefix added based on visitor location

• Names: lowercase, punctuation removed (O'Brien → obrien)

• Zip codes: US=first 5 digits; International=full alphanumeric

• Cities: lowercase, punctuation removed, spaces preserved

• Date of birth: YYYYMMDD format

• Gender: normalized to m/f

This ensures maximum match rates without any manual configuration.