About advanced matching for web

Advanced matching can help you optimise your Meta ads to drive better results. With advanced matching, you can send us hashed customer information along with your Meta pixel events, which can help you attribute more conversions and reach more people. We hash the customer information on the website before they're sent to Meta technologies to help protect user privacy.

You can use advanced matching to help:

• Increase the number of attributed conversions. We can match more of the conversions that happen on your website to people on Meta. This helps you understand the impact of your ads on website conversions.
• Increase your custom audience size. We're able to better match your website visitors to people on Meta and increase the size of your custom audience.
• Decrease the cost per conversion. Conversion-optimised campaigns become more efficient because we can better identify and deliver ads to the types of people likely to take the actions you care about.

There are two types of advanced matching: manual and automatic. Learn about best practices for automatic and manual advanced matching to choose the version that's right for your business.

• To set up advanced matching manually, you or your developer must modify the Meta pixel base code to pass website visitor input (for example, email addresses) as parameters in the pixel initialisation. The pixel will automatically hash the visitor's input unless you have an IMG pixel, in which case, you must hash the values on your own. Setting up advanced matching manually provides additional benefits. You can use it when the pixel is in an iframe, with an IMG pixel and for any business vertical.
• To set up automatic advanced matching, you don't need to code. You can toggle it on in Meta Events Manager. Automatic advanced matching will tell your pixel to look for recognisable form fields and other sources on your website that contain information such as first name, surname and email address. The Meta pixel receives that information along with the event, or action, that took place. This information gets hashed in the visitor's browser. We can then use the hashed information to more accurately determine which people took action in response to your ad. After matching, we promptly discard the hashed information.

Note: Businesses (including event data sources that they own, such as the Meta pixel) may not have certain features available to them if they're categorised as being in a restricted vertical. If you see a message in Meta Events Manager that says you're unable to use automatic advanced matching, this may be because your business is categorised as being in a restricted vertical. Examples of restricted verticals include industries such as banking, lending, financial services, insurance, pharmaceuticals and health. Automatic advanced matching may also be unavailable if your pixel is set up in an iframe or if you're using an IMG pixel. Businesses in restricted verticals can set up advanced matching manually instead.