Best practices for advanced matching for web

There are two types of advanced matching for web: manual and automatic.

Here are best practices for deciding which option to use:

• If you don't have access to developer help, use automatic advanced matching: You can turn on the automatic version with a few clicks in Meta Events Manager. Learn how to set up automatic advanced matching.
• Use both manual and automatic advanced matching if possible: Because manual and automatic advanced matching work in different ways, this helps you achieve maximum performance from advanced matching. The manual version involves coding so you may need help from a developer. Learn how to set up advanced matching manually. If you don't have the resources to set up advanced matching manually, you may still benefit from using automatic advanced matching alone.
• Set up advanced matching manually if your Meta pixel is in an iframe: Automatic advanced matching won't work if your pixel is set up in an iframe, but manual advanced matching will.
• Set up advanced matching manually if you use an IMG pixel: Automatic advanced matching won't work if you use an IMG pixel, but manual advanced matching will. If you use an IMG pixel, you must format and hash your visitor input on your own. Learn more on our Meta for Developers site.
• Set up advanced matching manually if your business is in a restricted vertical: 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. Learn how to set up advanced matching manually.
• Set up advanced matching manually on websites where users often remain logged in for extended periods: Automatic advanced matching doesn't know who a person is unless they take an action, such as filling in a form or logging in to your website. If you have a website where people remain logged in, instead of logging in each time they visit, set up advanced matching manually. Manual setup allows us to receive hashed customer information, regardless of whether someone recently logged in to the website.
• When using automatic advanced matching, make sure that your website contains form fields where visitors enter relevant information: For example, email address, phone number, first name, last name, city, state, country, postcode or gender.
• When using automatic advanced matching, place the Meta pixel on web pages where people are most likely to enter relevant information.