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Advanced Matching In Facebook For Web

By Goutham Veerabathini

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On December 31, 2024

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In This Blog

In one of the developer documents dated July 2018, Facebook mentions that it released an automatic version of advanced matching for its pixel. The advanced matching feature is a very important feature that helps advertisers to enhance their ad campaign performance. Especially after the iOS14+ updates and the other data privacy regulations, it becomes difficult for Facebook to collect data efficiently. 

Frequently Asked Questions (FAQs)

To turn on Advanced Matching in Meta, Go to the events manager > data sources > select the pixel and go to settings. Scroll down to find the advanced matching feature, turn the toggle. Click on show customer information parameters and select the parameters you want to send to facebook for advanced matching.
Facebook Advanced Matching is a feature that helps you match the user information with the event data when using Facebook Pixel. The user information includes email address, name, phone number and others, in a SHA-256 hashed manner.
fbc and fbp are the identifiers that are sent to Facebook from the server-side. fbp represents the browser ID while fbc represents the click ID. Meta uses these parameters to identify the users and match them in their accounts center from the custom audience.
Facebook uses its pixel to track the user behavior across the website. It collects all the event data (the actions that a user takes) and sends it to the Meta Ad platform.
Manual advanced matching is always better as it helps collect the data even with iframe and img tag. However, the recommended set up involves both manual and automatic advanced matching along with Conversions API.
avatar image Goutham Veerabathini

Marketing enthusiast who enjoys writing articles on a wide range of topics including Marketing, SaaS, Technology, Construction, Life lessons, Public Policy Nature, and Sustainability. Good at Public Policy analysis with a deeper understanding of societal issues and potential solutions. Also loves to volunteer & contribute to society in every possible way.

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