What is Advanced Matching in Facebook Pixel and How it Works

Facebook is the largest social media platform, with a massive user base of over 2.7 billion people monthly. This huge number of users represents an extensive potential customer for digital marketers. It is no wonder that Facebook has become a powerful marketing tool for companies to reach out to their end-users.

The platform has risen to the occasion by supplying endless opportunities to businesses through many features that ordinary users are unaware of.

One of these is the Advanced Matching in Facebook Pixel. This feature enables you to match more website actions with Facebook users by sending customer data through the pixel, enhancing better conversion to your Facebook ads.

The Facebook pixel is a code you place on your website, allowing you to track every person visiting your website. This way, it’s easy to know who buys your product or interacts with your brand or website, intending to target them specifically with your ads. 

The advanced matching is an improvement that makes your pixel more robust. It allows Facebook to find additional data on your end-users such as gender, first name, last name, email, phone number, city, or state and use such data to attribute more sales. 

It is important to note that this matching does not require or collect sensitive information such as passwords, government, health, or financial data.


What is Advanced Matching in Facebook Pixel?

Facebook has some of the most potent features for understanding customer activities and movements across devices, giving the platform a huge advantage over competitors. 

The pixel has made this possible by using cookies and Facebook ID to track users. However, there are existing gaps in this approach, limiting data available to marketers in the course of researching the performance of Facebook ads and adjusting them. These may stem from users logging out or disabling the browser’s cookies, in which case, Facebook ads lose track of user activities on the website. 

For example, if a user visits your website but is not logged into Facebook, you cannot track their activities. Also, this happens if they log onto your website using a different device or use private browser features. This is where advanced matching comes to play. The feature allows businesses to use even more parameters to track customer actions and conversion, thereby breaching the gap. 

The possibility of this additional conversion tracking makes it easy to track users across different browsers or even singly on mobile, making it one of the primary advantages of automatic advanced matching.

This gives marketers a wholesome view of customer behavior, the proper vision of the entire path to a customer’s purchase, and a better understanding of what is working, what is not working, and what should be done to improve Facebook ads.

In addition, automatic matching on Facebook can give precise data on the number of users on the Facebook page who have been exposed to certain ads and who have converted as a result. This way, it is possible to know if Facebook has played a role in driving certain conversions. This data can be used to modify bidding algorithms and upscale conversion rates.  

The catch with using this advanced feature is that it has to be activated first. Afterward, you can choose between manual and automatic, depending on the more suited version for your business. 


What Kind of Customer Data can It Collect?

With the automatic advanced matching feature, brands can access a plethora of personal data during processes like registrations, Facebook login, account sign-in, and check-outs.

The information is transformed for security reasons, known as hashing process, and the hashed identifiers are used to match the custom audience visiting your website to those on Facebook. However, sensitive and personally identifiable information is not collected. 


Why is It Important for eCommerce?

The greatest revolution in eCommerce is Facebook advertising. The numerous benefits range from tracking, testing, refining, and targeting your ads to making maximum impact. The advanced matching feature helps you to leverage customer data to improve your online advertising and allows you to better target your audience and leads to more conversions. 

According to Facebook, advanced matching has assisted businesses in increasing attributed conversions by 10% and campaign reach by 20% through retargeting. 

This kind of matching also helps to increase your website custom audiences by targeting the people who have interacted with your website. With the additional customer data that it provides, it is easier to match website visitors with target audiences on Facebook, thereby increasing a customized offering to end users.

Also, you can deliver conversion-optimized campaigns and cut costs by identifying and delivering ads to the custom audience most likely to perform the actions you care about. 

By connecting more of your conversions to the people on Facebook as advance matching allows, it is easy to gauge your ad’s success by seeing the direct result.

Overall, the feature makes the eCommerce sales funnel an enjoyable journey. It enables you to track conversions, optimize ads and create retargeting ads to remind customers to complete their purchases. All of these culminate in to increase in the Return On Investment, as every marketer hopes significantly. 


How to Turn This Feature On?

To get the most out of your Facebook ad budget, you should learn the process of getting your Facebook advanced matching pixel started. There are two types of matching: manual and automatic. 

For the manual version, you must modify the visitor’s data and include it in the Facebook pixel base code. Make sure to place advanced parameters in the pixel code, or the parameters will not be treated as manual values. The pixels will automatically hash the visitor’s input, except you have an IMG pixel. In this case, the values you obtain can be hashed locally.

You do not need a code to turn on automatic advanced matching, just the following steps.

  • Locate the Events Manager and select your pixel

  • Locate and click the Settings tab

  • Go to the Details section and select automatically advanced matching

  • Choose the specific data that you want to send from your website. For best results, Facebook suggests phone numbers and email addresses.

That’s it, simple!



Driving customers to conversion through the right media channel is the goal, and Facebook advanced matching pixel is the way. Do not lose out on this tremendous opportunity to expand your business. Get started today. 


Here are some tips to improve conversion tracking with Facebook:

  • Decide what you want to improve.

Considering the different campaign objectives and tracking options is difficult at this stage. However, deciding what to optimize your ads for is the most important part of the setup. It is essential to ask yourself what you want to track and what it will tell you. 

  • Choose your objectives

Select your objectives, choose your conversions and name your campaign.

Select events you want to track and make sure your pixel is set to track the events. 

  • Enable the dynamic creative feature and complete the ad campaigns creation process.

Set your budget, get your creatives ready, and ensure to send users to the right landing page where you want their action. 

It is important to understand that privacy and the laws surrounding it can affect your business. Facebook advanced matching is GDPR-compliant, and Facebook will most likely enforce advertisers to follow the privacy law. 

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