The Facebook Pixel Advanced Matching For Creating A Better User Experience

November 20, 2018

Hidden within the settings of Facebook's ads manager is something called advanced matching.

Advanced Matching is crucial for increasing the personalization and accuracy of your remarketing campaigns.

By simply flipping the switch (literally and figuratively) on advanced matching, you can help increase the accuracy of your remarketing as well as your ROAS.

How To Turn on Advanced Pixel Matching

Before we dive into what it is, you probably want to know how to do it.

Head to your ads manager and then the events manager area.

Warning: You have to be a business manager admin (or pixel admin) in order to manage the pixel, so if you don’t have these permissions just send this article to your client or pixel admin.

Then navigate to the settings tab under the events manager.

Once you click that look right and you should see the toggle for advanced matching.

If you click the arrows that say “See all configured parameters” make sure that everything is selected so that you are getting the most amount of data possible.

What Does The Advanced Matching Facebook Pixel Do?

According to Facebook automatic advanced matching allows you to:

“Use customer-provided data from your website to find more conversions, improve optimization, and remarket to more people.”

Essentially, facebook’s pixel is now matching first and last name, location, conversions and etc using not only what they get from the browser users are on, but also from what users input while navigating the platform.

Facebook claim’s this feature has two main benefits:

  • Increase your custom audience size: Custom audiences enable you to target people who have interacted with your website. With more advertiser-provided data, we're able to better match these website visitors to people on Facebook and increase the size of your custom audience
  • Increase the number of attributed conversions: Additional customer data allows us to connect more of the conversions that happen on your website to people on Facebook. With this information, you'll have a more complete picture of the impact of your ads on website purchases and other conversions.

Before Advanced Matching, you could only obtain the following data from a website visitor:

  • Email
  • Phone number
  • Mobile advertiser ID
  • Facebook app user ID

With Advanced Matching activated now, the data includes:

  • First name
  • Last name
  • Zip code
  • City
  • State
  • Country
  • Date of birth
  • Year of birth
  • Age
  • Gender

What is Advanced Matching For?

This is arguably the most important part of the article (although, if you couldn’t figure out how to turn it on, that would be a bummer too.)

Advanced matching provides more accurate data about user interests and activities.

In turn, that leads to more targeted and accurate advertising on the Facebook and Instagram platforms.

For instance, if you utilize location targeting, you now have a much better way of knowing where your customers are coming from when they use your website.

And on the more grandiose scale, this may lead to contextual based advertising.

That means, including location or age dynamically into your ads, so that you can have an alternating copy that targets people depending on their location. This is similar to how you can use product names on the dynamic product catalog ads.

In the future, advanced matching is going to become something that helps determine the specificity and accuracy of your Facebook ads.

The best part…

It’s so easy to turn on and start collecting data.

Next Steps for Facebook Advanced Matching:

Head on over to your business manager and flip the switch for advanced matching.

You’ll start to see extra conversions/guesses by the platform in your pixel analytics in the next few days, which is a good sign that it is working.

On the other hand, if all of this still sounds like a lot of work, then head over to this link and start your strategy session to let us do it for you.