Advanced Matching

Updated: Dec 21, 2023

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

Please visit the Privacy and Data Use Guide⁠ to learn what data is sent when using the Meta 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 the pixel base code fbq('init') function call as a third parameter.

Be sure to place advanced matching parameters in the pixel base code or the values will not be treated as manual advanced matching values.

For example, if your pixel ID was 283859598862258, you could do this:

fbq('init', '283859598862258', {
  em: 'email@email.com',         //Values will be hashed automatically by the pixel using SHA-256
  fn: 'first_name',
  ln: 'last_name'
  ...
});

Note: We accept both lowercase unhashed and normalized SHA-256 hashed email addresses in your function calls

Sending More Hashed Values

You can use the <img> tag to pass your own visitor data if you format and hash your user data using a SHA-256 hashing algorithm.

The following is an example of passing hashed user email, first name, and last name:

<img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr/?id=PIXEL_ID&ev=Purchase
  &ud[em]=f1904cf1a9d73a55fa5de0ac823c4403ded71afd4c3248d00bdcd0866552bb79
  &ud[fn]=4ca6f6d5a544bf57c323657ad33aae1a019c775518cf4414beedb86962aea7c1
  &ud[ln]=41f3e15ff8a4e4117da46465954304497ef29bdf35afaa9e36d527864d24c266
  &cd[value]=0.00
  &cd[currency]=USD" />

Reference

User Data	Parameter	Format	Example
Email	em	Unhashed lowercase or hashed SHA-256	jsmith@example.com or 6e3913852f512d76acff15d1e402c7502a5bbe6101745a7120a2a4833ebd2350
First Name	fn	Lowercase letters	john
Last Name	ln	Lowercase letters	smith
Phone	ph	Digits only including country code and area code	16505554444
External ID	external_id	Any unique ID from the advertiser, such as loyalty membership ID, user ID, and external cookie ID.	a@example.com
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	String	94025
Country	country	Lowercase two-letter country code	us

Learn More

• Meta Blueprint course: Advanced Matching for Websites⁠.