What is Advanced Matching?
Advanced Matching adds hashed customer information, email, phone, name, postcode, to the events your pixel or Conversions API sends to Meta. Meta compares the hash against its own accounts to link the event to a person. Automatic Advanced Matching reads the fields from your forms; manual Advanced Matching sends the parameters yourself, which is the version CAPI needs.
Why it exists
Cookies alone match fewer people every year. A higher match rate means more conversions attributed to the ads that drove them, better signal for the algorithm, and larger custom audiences to retarget or exclude. Meta scores the result as Event Match Quality, and that score is a direct input to how well your campaigns can optimise.
How to set it up
- Automatic for the pixel: switched on in Events Manager, no code, reads what the visitor typed.
- Manual for CAPI: the server sends hashed parameters with each event, deduplicated with the pixel.
- Consent in front of everything: no personal field leaves the site without the user's choice allowing it.
- Watch Event Match Quality: a score below 6 on a purchase event means signal is being wasted.
The honest view
Advanced Matching doesn't just improve your reporting numbers, it eventually puts more money in your bank account on the exact same budget. Better matched data gives Meta's algorithm the exact signal it needs to bid smarter, locate higher-intent buyers, and convert more sales without spending an extra cent.
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