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_}}’
….
})
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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.
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