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.
