Advanced matching

The advanced matching is a process that allows advertisers to understand whether the people who saw their ads engaged with their website, even if the interaction takes place somewhere without Facebook cookies, such as on a different browser, by capturing hashed customer data. This can lead to more attributed conversions for Facebook campaigns and larger sized custom audiences.

This process enables: 

  • An increase in the size of personalized audiences: Facebook is able to better match the people visiting a website/mobile application with those on Facebook and increase the size of personalized audiences.
  • An increase in the number of conversions attributed: this additional customer data allows Facebook to attribute more conversions on a website/mobile application to people on Facebook. The goal is to gain insight into the impact of ads on purchases made on a website and other types of conversions.


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