What is Facebook Advanced Matching?


By Hannah Wakeman

30 November 2017
4 mins read

Facebook advertisers will be familiar with the Facebook Pixel; a great tool to keep track of your advertising success. Last year, Facebook brought out Advanced Matching during the Pixel installation process to collaborate with the Pixel, however documentation from Facebook on what this really is and how it works can be hard to find and interpret.

The Pixel

To explain this efficiently, you need to understand how the Pixel functions. The Pixel acts similarly to Google Tag Manager and can be implemented through it, enabling you to keep track of page views and meaningful actions on your website as a result of your Facebook campaigns. As well as better measurement of your campaigns, Facebook will optimise your adverts according to these conversions, if that is your business objective.

Custom Audiences

The Pixel also allows you to create more dynamic target audiences using your existing web traffic, enabling you to remarket to those that have visited your website or create lookalike audiences based on a market that is interested in your products or services. 

Advanced Matching

What Advanced Matching enables you to do then, is to add extra customer data from your website into the Pixel base code to refine Facebook’s ability to match website visitors to Facebook users. Additional data gathered at the initial stage means you can have more precise conversion tracking and larger remarketing audiences as Facebook is better equipped to match the data together.How to set up

Advanced Matching

In your Pixel set up screen, you should see a toggle for ‘Advanced Matching’.

facebook advanced matching

 1 Image: Facebook

This adds the ‘em’ blue section into the Pixel base code. Em stands for email and is just one of the variables you can add into the init function on the base code. It’s best to utilise your website’s data collection at the checkout, registration and sign in stages, and see which variables best suit your website. If there are no fields where you collect a first name, for example, there’s not much point adding this variable to the init function.

You can add the following data types into your base code:

  • Email (em)
  • phone number (ph)
  • first name (fn)
  • last name (ln)
  • city, zip (ct), (zp)
  • gender (ge)
  • date of birth (db)

Your base code may look a little something like this once you’ve added the relevant server variables: 

advanced matching

2 Image: Facebook

If you are unsure of what the variables will be, you may need to speak to your developers to write some code the retrieve the relevant IDs.

Make sure you remove all spaces and that your data is lowercase to be formatted correctly. Facebook advises that the most accurate matching rate includes a first name, last name and date on birth.

Data privacy

If you’re worried about data privacy for your customers, Facebook reassures us that the data is hashed locally before it goes onto the Facebook server using the sha256 algorithm. This means that it is matched and encrypted. This data is then deleted completely within 48 hours.

For more information on Facebook advertising for your business, get in touch with SpiderGroup. We can help you develop and employ a successful digital advertising strategy from our offices in Bristol. Call us on 0117 933 050 or fill in our contact form and we will be in touch. 

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