{"id":5260,"date":"2024-03-25T17:49:59","date_gmt":"2024-03-25T14:49:59","guid":{"rendered":"https:\/\/trackingchef.com\/?p=5260"},"modified":"2024-03-25T17:50:01","modified_gmt":"2024-03-25T14:50:01","slug":"facebook-advanced-matching-for-web","status":"publish","type":"post","link":"https:\/\/trackingchef.com\/facebook\/facebook-advanced-matching-for-web\/","title":{"rendered":"Facebook Advanced Matching for Web"},"content":{"rendered":"\n<p>As discussed in a previous post about <a href=\"https:\/\/trackingchef.com\/facebook\/facebooks-event-match-quality-explained\/\" data-type=\"post\" data-id=\"5232\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook&#8217;s Event Matching<\/a>, there are various ways that the Facebook pixel (client and server side) is able to match a certain event with a user.<\/p>\n\n\n\n<p>These methods are split into two &#8211; deterministic and probabilistic. For the deterministic methods, we need explicit identification of the user. One way that the Facebook pixel is able to achieve that is, well, by collecting user information that the user provides on the website, i.e. on forms.<\/p>\n\n\n\n<p>Facebook offers two methods to collect this data &#8211; manual or automated.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">User Data Parameters<\/h2>\n\n\n\n<p>There are multiple user parameters that can be sent to Facebook. These fields include:<\/p>\n\n\n\n<ul>\n<li>Email<\/li>\n\n\n\n<li>Phone number<\/li>\n\n\n\n<li>First name<\/li>\n\n\n\n<li>Last name<\/li>\n\n\n\n<li>ZIP Code<\/li>\n\n\n\n<li>City<\/li>\n\n\n\n<li>State<\/li>\n\n\n\n<li>Country<\/li>\n\n\n\n<li>Date of Birth<\/li>\n\n\n\n<li>Gender<\/li>\n\n\n\n<li>External ID (such as CRM ID)<\/li>\n<\/ul>\n\n\n\n<p>As you can see, not all of these can provide accurate identification of a user. For example, a pixel sending over to Facebook user parameters of &#8220;Elad Levy from Modiin&#8221; will probably match half a dozen users or more. For optimal matching, a unique identifier such as an email or phone number is recommended.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Manually sending user data<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Hardcoded pixel<\/h3>\n\n\n\n<p>If you have the Facebook pixel installed hardcoded on your site follow these instructions.<\/p>\n\n\n\n<p>The basic  Facebook pixel load you have should look similar to this:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>&lt;script&gt;\n  !function(f,b,e,v,n,t,s)\n  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?\n  n.callMethod.apply(n,arguments):n.queue.push(arguments)};\n  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';\n  n.queue=&#91;];t=b.createElement(e);t.async=!0;\n  t.src=v;s=b.getElementsByTagName(e)&#91;0];\n  s.parentNode.insertBefore(t,s)}(window, document,'script',\n  'https:\/\/connect.facebook.net\/en_US\/fbevents.js');\n  fbq('init', '1234567890');\n  fbq('track', 'PageView');\n&lt;\/script&gt;<\/code><\/pre>\n\n\n\n<p>(I&#8217;m intentionally ignoring the &lt;noscript&gt; tag and you should too)<\/p>\n\n\n\n<p>The above script initializes the specific pixel ID on your site and then triggers a PageView event.<\/p>\n\n\n\n<p>If the user on your site is already identified (i.e. logged in), you can update the <em>init<\/em> function in the script in this way:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>fbq('init', '283859598862258', {\n  em: 'jon@snow.com',\n  fn: 'Jon',    \n  ln: 'snow'      \n});<\/code><\/pre>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Note that email values will be hashed automatically by the pixel using SHA-256<\/p>\n<\/blockquote>\n\n\n\n<p>Any event following this <em>init <\/em>function will carry the user data.<\/p>\n\n\n\n<p>If the user identification happened after the pixel has been initialized, you can trigger a second <em>init<\/em> call and subsequent events will carry the user data parameters. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Google Tag Manager<\/h3>\n\n\n\n<p>If you installed the Facebook pixel using Google Tag Manager (GTM), I hope you&#8217;ve used the great custom template created by Simo Ahava (now managed by the Facebook team). I explain why it&#8217;s better than using a Custom HTML tag in <a rel=\"noreferrer noopener\" href=\"https:\/\/trackingchef.com\/facebook\/creating-and-installing-a-facebook-pixel\/\" data-type=\"post\" data-id=\"4248\" target=\"_blank\">this post<\/a>. If you&#8217;re sticking to Custom HTML, just follow the instructions for the manual implementation above.<\/p>\n\n\n\n<p>The setup is pretty straightforward in GTM. <\/p>\n\n\n\n<p>In your Facebook Pixel tag, tick the &#8220;Enable Advanced Matching&#8221; checkbox. This will open up a new section named &#8220;Customer Information Data Parameters&#8221;.<\/p>\n\n\n\n<p>Under the new section, you can select the available parameters (e.g. Email, First Name etc.) and match them with the relevant variable holding that data.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"884\" height=\"820\" src=\"https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-10.png\" alt=\"\" class=\"wp-image-5261\" style=\"width:716px;height:664px\" srcset=\"https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-10.png 884w, https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-10-300x278.png 300w, https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-10-768x712.png 768w\" sizes=\"(max-width: 884px) 100vw, 884px\" \/><\/figure><\/div>\n\n\n<p>This too can be done on the user identification (i.e. the signup or log-in event) using a custom event.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Important note<\/strong><\/p>\n<cite>If you&#8217;re using the GTM template, the fbq(init) method is called only once per page. This means a manual init event using a Custom HTML tag is required for sending Advanced Matching keys to events beyond the page view event.<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Automatically sending user data<\/h2>\n\n\n\n<p>If you don&#8217;t want (or can&#8217;t) alter your pixel implementation, you can also opt-in for Facebook to collect the data automatically from website forms. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"789\" height=\"388\" src=\"https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-11.png\" alt=\"\" class=\"wp-image-5263\" srcset=\"https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-11.png 789w, https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-11-300x148.png 300w, https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-11-768x378.png 768w\" sizes=\"(max-width: 789px) 100vw, 789px\" \/><figcaption class=\"wp-element-caption\">My contact form<\/figcaption><\/figure><\/div>\n\n\n<p>While I usually advocate for sending data explicitly (for increased accuracy) this scraping method is usually good enough for increasing Event Match Quality with minimal effort.<\/p>\n\n\n\n<ol>\n<li>In your Business Manager, navigate to&nbsp;<a href=\"https:\/\/business.facebook.com\/events_manager2\/list\"><strong>Events Manager<\/strong><\/a><\/li>\n\n\n\n<li>Click the&nbsp;<strong>Data sources<\/strong>&nbsp;icon on the side menu<\/li>\n\n\n\n<li>Select the relevant Pixel<\/li>\n\n\n\n<li>Select the&nbsp;<strong>Settings<\/strong>&nbsp;tab<\/li>\n\n\n\n<li>Below the&nbsp;<strong>Automatic Advanced Matching<\/strong>&nbsp;section, click the toggle&nbsp;<strong>ON<\/strong>.<\/li>\n\n\n\n<li>Select&nbsp;<strong>Show Options<\/strong>.<\/li>\n\n\n\n<li>Toggle&nbsp;<strong>ON<\/strong>&nbsp;the parameters you want to share from your website. For optimal matching, select  <strong>Email<\/strong>&nbsp;and&nbsp;<strong>Phone Number<\/strong><\/li>\n<\/ol>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"725\" height=\"442\" src=\"https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-12.png\" alt=\"\" class=\"wp-image-5266\" srcset=\"https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-12.png 725w, https:\/\/trackingchef.com\/wp-content\/uploads\/2022\/08\/image-12-300x183.png 300w\" sizes=\"(max-width: 725px) 100vw, 725px\" \/><figcaption class=\"wp-element-caption\">Setting up Automatic Advance Matching in Facebook<\/figcaption><\/figure><\/div>\n\n\n<p>Once setup is complete, it may take up to 48 hours before you see results in the Events Manager.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As discussed in a previous post about Facebook&#8217;s Event Matching, there are various ways that the Facebook pixel (client and server side) is able to match a certain event with a user. These methods are split into two &#8211; deterministic and probabilistic. For the deterministic methods, we need explicit identification of the user. One way [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"_links":{"self":[{"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/posts\/5260"}],"collection":[{"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/comments?post=5260"}],"version-history":[{"count":6,"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/posts\/5260\/revisions"}],"predecessor-version":[{"id":5801,"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/posts\/5260\/revisions\/5801"}],"wp:attachment":[{"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/media?parent=5260"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/categories?post=5260"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/trackingchef.com\/wp-json\/wp\/v2\/tags?post=5260"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}