Ads News
Advanced Matching in Pixel

Today we are pleased to announce the release of advanced matching in the Facebook pixel. This new feature of the Facebook pixel enables advertisers to leverage their own customer data such as email address, phone number, and so on. By implementing this feature, advertisers can report on more conversions, optimize their ads against more conversion data, and reach more people on Facebook with their website custom audiences or dynamic ads.

To enable this feature, modify the default FB pixel code to pass data into the pixel init call.

Previously you may have had this line in your pixel code:

fbq('init', '<FB_PIXEL_ID>');

Update the pixel code to pass customer data:

fbq('init', '<FB_PIXEL_ID>', { 
    em: '{{_email_}}', // Data will be hashed automatically via a dedicated function in FB pixel
    ph: '{{_phone_number_}}',
    fn: '{{_first_name_}}'

For advertisers who do not use the JavaScript, you can continue using the img tag to track and send data, but you must format and hash the customer data yourself.

Below is an example passing in email (, first name (frank), and phone number (14108891234).

<img height="1" width="1" style="display:none"
src=";ev=Purchase&amp;ud[em]=fb98d44ad7501a959f3f4f4a3f004fe2d9e581ea6207e218c4b02c08a4d75adf&amp;ud[fn]=77646f5a4f3166637627abe998e7a1470fe72d8b430f067dafa86263f1f23f94&amp;ud[ph]=b096a1f9e07810cca55a4b0114e721dda19ff2d6a2ab028b71adc06a34d46132&amp;cd[value]=0.00&amp;cd[currency]=USD" />

The advanced matching feature has driven great results for our clients. During the beta phase, we have observed over 10% increase in attributed conversions and 20% increase in reach of retargeting campaigns. Thus, we highly recommend any advertiser who have placed the Facebook pixel on their website to consider enabling advanced matching to find more conversions, improve optimization and remarket to more people. By doing so, you will be able to significantly increase the ROI of your Facebook campaigns.

Data Privacy

Any customer data you pass through the Facebook pixel is hashed locally on the browser before it goes to the Facebook servers for matching. This hashing process turns your data into short encrypted messages that cannot be tampered with. We use these hashes to match pixel events with people on Facebook. Then Facebook deletes all matched and unmatched hashes immediately after the matching process ends. We do not collect or store any personally identifiable information on our servers.

The Facebook pixel uses secure https connection, so that any data transmitted from the browser will make it to our servers safely.

To learn more about this topic, see Facebook pixel.