Advanced Matching in Meta
Everything You Need to Know About Advanced Matching in Meta Ads Manager
What Is Advanced Matching in Meta Ads Manager?
In short, Advanced Matching is a feature that enables more precise attribution of website events to user profiles. It works by sending additional customer information (such as email addresses, names, and other user data) along with website events to Meta.
Why Should You Use Advanced Matching?
- Audience Optimization: With more accurate data, Meta can better identify the users most likely to respond to your offer and adjust ad delivery accordingly.
- Improved Attribution: It allows for more accurate tracking of which users actually converted after seeing your ads.
Step-by-Step Guide to Setting Up Advanced Matching
1. Collect User Data
Make sure you are collecting relevant user data such as names, email addresses, and phone numbers. Always ensure compliance with data protection laws and regulations.
2. Hashing the Data
Before sending user data to Meta, it must be hashed to protect user privacy. Hashing converts the data into a unique string of characters. Fortunately, Meta provides tools to simplify this process.
3. Integrate the Meta Pixel or Conversion API
Depending on your chosen method, you’ll need to implement the corresponding code on your website.
- For the Meta Pixel:
- Go to the Meta Events Manager and select your pixel.
- Click “Set up Pixel Code.”
- Choose “Manually add code.”
- Copy the pixel code and paste it between the
<head>tags of each page on your website.
- For the Conversion API:
- Go to the Meta Events Manager and select your data source.
- Click “Set up Data Source.”
- Follow the instructions to configure the API.
4. Add Advanced Matching Data
Once your Pixel or API is set up, you can add advanced matching parameters to your code.
Example (for the Meta Pixel):
fbq('init', 'YourPixelID', {
em: 'email_hash',
fn: 'first_name_hash',
ln: 'last_name_hash',
// ... additional data ...
});
5. Test and Verify
Use the Facebook Pixel Helper or the Event Test Tool in Meta Events Manager to ensure your data is being transmitted correctly.
Conclusion
Advanced Matching is a powerful way to enhance ad performance and gain more accurate insights into your audience. By following the steps above, you can successfully implement this feature and make your campaigns more effective.
