Advanced Matching

This document explains how to manually implement advanced matching for tracked conversion events using the Facebook Pixel.

Please visit the Facebook Privacy and Data Use Guide to learn what data is sent when using Facebook pixel.

To automatically implement advanced matching use the Events Manager.

Implementation

To use advanced matching, format the visitor's data as a JSON object and include it in your pixel's base code fbq('init') function call as a third parameter. For example, if your pixel ID was 283859598862258, you could do this:

fbq('init', '{facebook-pixel-id}', {
  em: '{user-email}',         // Values will be hashed
  fn: '{user-first-name}',    // automatically by the pixel
  ln: '{user-last-name}'      // using SHA-256
  ...
});

The following is an example of passing hashed user data:

<img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr/?id={pixel-id}&ev=Purchase
  &ud[em]={hashed-email-data}
  &ud[fn]={hashed-first-name}
  &ud[ln]={hashed-last-name}
  &cd[value]=0.00
  &cd[currency]=USD" /> 

You can use the <img> tag to pass your own visitor data however you must format and hash your user data using a SHA-256 hashing algorithm.

Reference