Advanced Matching

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

Customer Information Data Parameters

Data	Parameter	Format	Example
Email	`em`		`jsmith@example.com`
First Name	`fn`	Lowercase letters	`john`
Last Name	`ln`	Lowercase letters	`smith`
Phone	`ph`	Digits only including country code and area code	`16505554444`
Gender	`ge`	Single lowercase letter, `f` or `m`, if unknown, leave blank	`f`
Birthdate	`db`	Digits only with birth year, month, then day	`19910526` for May 26, 1991.
City	`ct`	Lowercase with any spaces removed	`menlopark`
State or Province	`st`	Lowercase two-letter state or province code	`ca`
Zip or Postal Code	`zp`	Digits only	`94025`
Country	`cn`	Lowercase two-letter country code	`us`

Demo Video

See how to implement advanced matching with the Facebook pixel