You may ask, why advanced matching and Facebook Pixel, or even why Facebook marketing at all?

Well, Facebook business campaigns are an age-old invention that has only progressed and improved over the years. Every online merchant knows the scope and necessity of Facebook Ads when it comes to marketing. 

You need to direct the advertising toward your target audience or potential customers who visit your online store, or you will lose revenue to competitors. And for that, you need to know who is your target audience. 

How are they interacting with your store, what are the trends among the people that you cater to, and who can be a potential customer you must reach out to?

Thus, there is a need to understand the marketing of an e-commerce store with tools that can help with its statistics. Here comes to the rescue Facebook Pixel and a very important feature of it, namely, advanced matching.

To begin with, what is a Facebook Pixel?

It is a type of code put on your website to track visitors’ data and analyze their trends and patterns. Also called Meta Pixel, it lets you build your target audience and optimize the effectiveness of your advertising toward them by tracking their actions on your online store. In essence, it helps you understand the scope and trends of your customer or potential customers so you can retarget them toward your website with the help of Facebook ads.

For further info – What is Facebook Pixel?

What is Advanced Matching in Facebook Pixel?

Advanced Matching is a feature of Facebook Pixel that enhances its capabilities by collecting more types of data and trends. It essentially increases the accuracy and efficiency of Facebook Pixel, which helps identify the trends of the customer base interacting with your store. Think of it like a new railway track that has way more stations, so it naturally reaches way more passengers.

It can be enabled in Facebook Pixel, and then it simply collects various types of information for Facebook to match with its user base and provide data on the type of people that interact with your store, what actions they take, and who you can target or retarget with your advertising campaign.

How does it work?

Advanced Matching works by increasing the type of data collected in the various events or actions on your online business and then sending the data to Facebook to match with their user base. This process takes place through an encryption process called hashing which is done to protect the visitor data being transferred. 

Through this matching, you can detect your target audience and the pool of potential customers with similar data trends whom you can target, retarget, or remind of their actions on your website.

For example, if a number of users interact with your store but do not convert as customers, you can find them through advanced matching and retarget them on Facebook through ads.

You can also find the age groups or regions that generally purchase from your e-commerce store and target your ad campaigns toward them. Through advanced matching, you will also know if the efforts turn into conversions or not.

In essence, it sends the data and trends of visitors on your website to Facebook to match with their user base and help optimize your ad campaigns on the platform with the data that you collect on your audience.

What kind of Customer Data does Advanced Matching Collect?

While the parameters set out can be edited by the pixel user, the data most often collected is personal data like: 

  • Full name
  • Phone number
  • Email
  • Gender
  • Age…among other parameters.

However, one must consent before the website can collect personal data through cookies or signups. It is with the awareness that their data is being shared that the visitors are retargeted.

Also, this is why the data is hashed, why only attributes and characteristics of the collected data are used for the matching process, and why sensitive information is strictly avoided to maintain the visitors’ privacy.

How to set up Facebook Advanced Matching?

The feature can be turned on by two methods, namely manual advanced matching and automatic advanced matching.


Manual mode requires you to make changes in the Facebook Pixel code by adding the required parameters.

Manual advanced matching Facebook pixel
Source via Facebook

The data, then collected, will be hashed by Facebook before being sent to them. In case you have IMG pixel or other pixel tools, you must hash the data yourself before sending it for matching.


Automatic mode can be simply turned on by clicking its button in the events manager. 

automatic advanced matching facebook pixel

You can customize which information to be used with the help of the press down menu called ‘Show customer information parameters’.

facebook advanced matching parameters

What is better, Manual or Automatic Advanced matching?

Manual advanced matching

Pros and cons of manual advanced matching in Facebook pixel


  • It provides a certain degree of control over the type of data collected.
  • You can easily customize based on need and focus only on the required parameters.


  • It takes much more effort and has a higher chance of errors unless done by someone with good technical skills.

Automatic advanced matching

Pros and cons of automatic advanced matching in Facebook pixel


  • It is a much simpler and more efficient way of setting up advanced matching since it follows the parameters tailored by Facebook itself.
  • You can use the feature without any change in the code with just a click of a button.


  • It falls short when it comes to the flexibility and specificity of the manual method.

Ultimately, the choice of mode depends on the merchant and their business model. For example, in manual mode, a business will have to do the hashing of the data themselves. While it gives you control, there is much vigilance and technical know-how required.

On the other hand, in automatic mode, Facebook hashes the data from the website and then receives it, which is much more convenient and simple. But this poses a restriction to businesses in restricted verticals like health and banking, who then resort to the manual mode. Your automatic mode also becomes unavailable if your pixel is IMG-based or set up in an iframe. Thus, there are some restrictions on who can use the automatic advanced matching method.

What are the Benefits of Facebook Advanced Matching?

Adds to awareness towards website visitors

Interacting with data related to visitor interactions on your website is highly important in terms of marketing. It leads to an increase in awareness of the good and bad of the product or services, which moves toward action wherever needed.

Increases conversion rate

Advanced Matching has been known to increase the conversion rate of Facebook Ads with its pinpoint targeting and accurate representation of customer data. It makes retargeting profitable and helps reach out to more potential customers.

Increases the target audience number

The various parameters, along with the study of different visitor actions, lead to comprehensive data that can be used to branch out toward older, existing, and potentially new customers. It also helps recognize visitors’ various trends and habits to make suitable ad campaigns for newer audiences.

Helps in retargeting and cost-cutting

You can see and create patterns from the various actions and information recorded with the help of advanced matching in Facebook Pixel. This helps send reminders and promotions to various visitors to retarget them toward the website. Since the focus point becomes a specific target audience, it leads to cost-cutting due to a lack of bulk advertising campaigns.

Do I need advanced matching for Facebook pixel?

Advanced Matching fills most of the gaps in Facebook Pixel related to visitor usage. It is a feature that greatly enhances the scope of marketing in terms of retargeting, conversion rate, and increase in the size of the potential customer base.

Thus, for a business website that relies on Facebook Ads, it is a tool that cannot be ignored. Any ad campaign depends on functional data that can be optimized and acted upon, all of which is fulfilled by Advanced Matching in Facebook Pixel.

Advanced matching in Facebook Pixel for Shopify

There are a number of Facebook advanced matching pixel tools in the market, with most pertaining to Shopify stores as their main customer. This is because, more than anyone, online stores use Facebook ads for marketing purposes, and Facebook Pixel is just the thing for them. These tools are made for merchants to simplify the approach to Facebook Tracking.

Some of the best of these are:

The app is popular for its attribution reports that help with real-time data tracking. Its monthly plan costs $12.99. 

A bit on the expensive side, starting from a monthly plan of $29.99, the app proves its value by working with three major platforms – Facebook, TikTok, and Snapchat.

It boasts the ability to bypass the IOS 14+ update, which threatened many tracking apps. Its plans also start from $11.99 per month, which makes it a viable option.

Easier on the pocket with its $7.99 monthly plan, the app is simple, comes with its own guides, and offers unlimited conversions API tracking.

The cheapest in the set at a $5 monthly plan, the app offers a limited but fast approach with its highly powerful tracking.

Many of these apps have been made for more than Facebook and thus cut down on features made specifically for it. Therefore, it is always beneficial to choose something that works and is made specifically for the task of tracking Facebook ads.


Advanced matching in Facebook Pixel has become an important part of modern web advertising. For businesses, it is essential to monitor their website’s influence as it is a major factor in their revenue generated. It is indispensable to know your share of the audience in today’s market. There is intense competition, and effective marketing is what becomes the spurt of speed to move ahead.


Why is my meta pixel not eligible for automatic advanced matching?

One reason that you might not be able to use automatic advanced matching is that your business comes under the restricted vertical section. This is one of the few restrictons in this method. Other than this, if your pixel is set in an iframe or is an IMG pixel, you will have to use the manual method.

Is it compulsory to have advanced matching on?

No, it is not compulsory but definitely advisable to have advanced matching on to make full use of Facebook pixel. In the same vein, one should also use Conversions API for better results.

How to create a Facebook Pixel?

Go to Meta Events Manager to create your Facebook Pixel > Select the option ‘Connect data sources’ > then ‘web’ > and then click on ‘connect’ > Find the option to create your pixel > Choose between using only Facebook Pixel or combining it with Conversions API > Either install the code manually or > Take the help of a developer, in which case select the option ‘Email instructions’ > You have your Facebook Pixel ready to work on your website. Further, customize it through advanced matching and apps.

Can you use the same Facebook pixel on multiple ad accounts?

Yes, you can use the same Facebook pixel on multiple ad accounts.

How to change pixel on a Facebook ad?

Open your Ads Manager and select the ad campaign that you want to change the pixel for> Click edit > Go to the ‘Tracking’ section and use the ‘Tag Installation’ to find the pixel you want to update > Click on the ‘Edit Pixel’ option, then make the changes you need to, and save it > Activate the pixel from the previous window and you are done.