Facebook Advanced Pixel Matching

By Tim Burd - November 2, 2018 4688 Views
By Tim Burd - November 2, 2018 4689 Views

As Facebook advertisers, we realize the importance of keeping up with platform updates to maximize profitability. Facebook recently announced an advanced pixel matching feature that will do just that. With this new matching features, you will be able to match more website actions with Facebook users than ever before!

Houston, We Have a Problem

One of the great powers of Facebook advertising comes from the ability of the algorithm to understand user behavior and help you build high-quality targeted audiences. To make this happen users must be logged into Facebook, this isn’t always happening as many users are in a logged while browsing. As a result, the pixel does not receive essential data from users.

The Solution

To help accurately track data and conversions with your advertising campaigns the pixel will match users profiles by looking at additional tracking parameters if it’s otherwise unable to attribute by profile log in.

Available Variables:

  • Email
  • Phone number
  • First name
  • Last name
  • City, State, Zip
  • Gender
  • Date of birth

This Feature Will Help…

  1. Increase your retargeting audiences up to 25% in Dynamic Ads and Website Custom Audiences.  
  2. Receive more accurate data in Dynamic Ads. This will help deliver dynamic ads to users that are most interested in your services or products.
  3. Report more conversions to the Facebook bid-optimization algorithms and improve your overall advertising performance.
Receive more accurate data by using advanced pixel matching!


Some advertisers already have access to this feature in Business Manager. The feature will be fully rolled out in the next couple of months.

Privacy and Security

Before customer data reaches Facebook servers, it is hashed locally on the browser which converts your data into short encrypted messages. Facebook uses these hashes to match activity on your website with people on Facebook.

This matching process lasts for 48 hours in which after that Facebook deletes all matched and unmatched hashes. Facebook states that they do not store any personal data on their servers.

Getting Started

Interested in this feature? It is relatively easy to set up if you don’t have access to the feature yet. Modify your existing pixel code with as many new parameters as possible. Previously your code would look like below.

Add the following to track other attributes from users.

Well, that’s a wrap!  We would love to hear how you are implementing this advanced pixel tracking feature.  Leave a comment below.

Happy Hunting! 🙂

See what Facebook is saying about Advanced Pixel Matching.

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