What is Advanced Matching?
Advanced Matching is a Meta Pixel setting that sends customer details, such as an email address or phone number, along with website events. The details are hashed before they're sent. Meta uses them to match events to people more accurately.
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How Advanced Matching works
When someone fills out a form or logs in, your site can pass details like email, phone number, or name to the pixel. The pixel hashes those details in the browser before sending them, so the raw values don't travel with the event.
Meta compares the hashed values with the ones it holds for its own users. A match helps tie the event to a person, even when a cookie is missing or blocked.
Why it matters for your ads
Better matching means more of your conversions can be linked to the ads that drove them. That gives the platform stronger signals for optimization and audience building.
It works best alongside a server-side setup such as the Conversions API. Together they cover more events than a browser pixel alone.
What to check before turning it on
Only send details people have agreed to share, and follow your privacy policy and any consent rules that apply. Test that the right fields are being captured and that they match the format the platform expects.
Common questions
Does Advanced Matching send personal data in plain text?
No. The pixel hashes the details in the browser before sending them. Hashing is a one-way scramble, so the original email or phone number isn't visible in the request.
Is Advanced Matching the same as the Conversions API?
No. Advanced Matching adds customer details to events sent by the browser pixel. The Conversions API sends events from your server. Many advertisers use both.
What customer details can be used for matching?
Common fields include email address, phone number, first and last name, city, state, and zip code. The exact list is set by Meta and can change, so check its current documentation.
Do I need consent to use Advanced Matching?
In many regions, yes. Sending personal details to an ad platform usually falls under privacy and consent rules, so connect it to your consent banner and check with your legal team.
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