If you’re advertising on Facebook, and if you want to do it properly, then you must use a Facebook pixel. It’s the only way for you to be able to effectively optimise your campaigns for specific objectives as well as track their success. Whether you’re tracking conversions or website clicks, or building custom audiences, the implementation of a Facebook pixel is a must!
The Facebook pixel has just become a lot smarter, with the addition of advanced matching.
Facebook released advanced matching in the Facebook pixel a few weeks ago, and I am sure many advertisers were excited to hear about it. The new feature allows advertisers to better utilise the data that they have worked so hard getting from their customers. This includes data such as email address, phone number, and more. Facebook explains that by
[quote]implementing this feature, advertisers can report on more conversions, optimize their ads against more conversion data, and reach more people on Facebook with their website custom audiences or dynamic ads.[/quote]
Interested? It’s easy to enable advanced matching. All you have to do is modify your Facebook pixel code (which you should have already implemented on your website) to be able to send data to your pixel init call. So, whereas you previously just had the following in your code,
You’ll have the following to make it work
em: ‘{{_email_}}’, // Data will be hashed automatically via a dedicated function in FB pixel
ph: ‘{{p_hone_number_}}’,
fn: ‘{{_first_name_}}’
….
})
If you like our stories, there is an easy way to stay updated:
Follow @wersm
Advertisers who are not using the JavaScript, are able to continue using the “img tag” to track and send their data. However, they will need to format and hash the customer data themselves. Facebook say that the advanced matching has been a great success for advertisers who have used it so far and who in many cases
[quote]have observed over 10% increase in attributed conversions and 20% increase in reach of retargeting campaigns.[/quote]
… and that adding advanced matching with “significantly increasing the ROI of your Facebook campaigns”.
Try it and let us know what you think! If you need to find out more about advanced matching in your Facebook pixel, click here.
You might also like
More from Facebook
New Year’s Eve 2020 Sets New Records For Use Of Facebook Apps
Facebook was expecting a traffic spike on its apps over New Year's Eve, but this year broke all previous records …
3 Courses To Help You Create Better Video Content For Your Ads
Here are three free Facebook Blueprint courses to help you take your content to the next level.
Facebook Attacks Apple With Full-Page Newspaper Ads
Facebook is running newspaper ads newspapers criticizing Apple for its policy giving iOS users the choice of whether they want …
New Facebook Collab App Lets You Create Music With Friends
Facebook Collab is a new experimental music-making app available in the US, that lets you create music with friends.
Facebook Expands Brand Collabs Manager To Public Groups
Facebook is rolling out it s Brand Collabs Manager to public groups this week, giving them a new opportunity for …
The US Government Is Taking Legal Action To Break Up Facebook
Forty-eight attorneys general and the Federal Trade Commission say Facebook Needs To Sell Instagram And WhatsApp.
Facebook Makes It Easier For Auto Dealers To Manage And Promote Their Vehicles
Facebook is rolling out several updates to US-based dealership Pages to make it easier for auto dealers to showcase and …
Facebook’s Content Oversight Board Gets To Work On First Cases
Facebook's Oversight Board has announced the selection of its first six cases to review - five user appeals and one …
Facebook Acquires Kustomer, Expands Into Customer Service Solutions
Facebook has announced the acquisition of Kustomer, a CRM solution that lets businesses manage customer interactions across all channels.